The 2013 FIFA Confederations Cup Scorecard

1. 2013 FIFA Confederations Cup Scorecard
(c) BrandOvation 2013. All Rights Reserved

2. Authored by Dr Nik (CEO: BrandOvation)
and inaugurated by CNBC Africa
The author of the bestselling book “BrandOvation™: How
Germany won the World Cup of Nation Branding”, and the
sequel “The Hero’s Journey: Building a Nation of World
Champions”, Dr Nikolaus Eberl holds a PhD from the Free
University of Berlin and a Postgraduate Diploma from The
Johns Hopkins University.
Dr Nik headed the Net Promoter Scorecard research project
on South Africa’s Destination Branding Success Story and he
is the co-author of the FIFA World Cup Brand Ambassador
Program. For three years, he was the resident analyst on
CNBC Africa’s World Cup Business Show and authored the
World Cup Column of the Business Day. In addition, he is the
co-founder of the FAN World Cup™ and the Global FAN
Awards™.

3. Just how important is the FIFA Confed Cup?

4. Review: 2009 FIFA Confederations Cup
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5. Review: 2009 FIFA Confederations Cup
What went right in 2009
 Brand Advocacy: 96% of Visitors
surveyed recommended destination
SA for 2010 World Cup Tourism
 Hosting Team: Performed beyond
expectations against Spain and Brazil
 Security: No major incidents -
international media shifted focus
from crime to football
(c) BrandOvation 20123 All Rights Reserved

6. Review: 2009 FIFA Confederations Cup
What went wrong in 2009
• Ticketing: Inefficient Ticketing
Process led to last minute ticket
sales (and empty corporate
suites at the opening game)
• Transport: The newly
introduced Park & Ride created
long queues at the early games
• Marketing: Very little Visibility
of Marketing Collateral in the
run-up to the Confed Cup
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7. 1st Determinant: Team Centricity
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9. 2nd Determinant: Media Centricity
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10. (c) BrandOvation 2012. All Rights Reserved

11. 3rd Determinant: Fan Centricity
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12. (c) BrandOvation 2012. All Rights Reserved

13. 4th Determinant: Visitor Experience
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15. 5th Determinant: Hosting Team
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17. 6th Determinant: Nation Building
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19. 7th Determinant: Joga Bonito
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21. 8th Determinant: Visitor Safety
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23. 9th Determinant: Marketing
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25. 10th Determinant: Transport
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27. The 2013 Confederations Cup Verdict
The 2013 Score for Brazil
• FIFA President Blatter:
“Best Confederations Cup
of all Time”
• Net Promoter Score:
79.5%
• For the first time in CC
History, Real Legacy
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28. The Net Promoter Score
2005-2013 FIFA Confederations Cup
The FIFA Confederations Cup
Net Promoter Score
• 2013 NPS: 79.5%
• 2009 NPS: 75%
• 2005 NPS: 72%
• For more details please go to:
http://theconfederationscup.
com/
(c) BrandOvation 20123 All Rights Reserved

29. Contact Dr Nik
Chief Executive Officer: BrandOvation
Email: nikolaus@brandovation.com
Web: www.brandovation.com Skype: nikolauseb Tel: +27 83 270 6011 / 6010
(c) BrandOvation 2013. All Rights Reserved

30. Book Dr Nik
Chief Executive Officer: BrandOvation
View the Book: “Nation of Champions: How Team South Africa
won the World Cup of Destination Branding”
Watch Dr Nik’s Keynote Address at Deloitte Award Function:
http://www.youtube.com/watch?v=-2LTqILEuvc
Watch Dr Nik’s Keynote Address at FIFA / IMC Convention:
http://www.youtube.com/watch?v=K8WJbdXxdSc
Watch Dr Nik present Germany’s Nation Branding Case Study
: http://www.youtube.com/watch?v=WPDp-u8kK90
Watch Dr Nik present the 2010 Scorecard on CNBC Africa:
http://www.youtube.com/watch?v=yPQuLQbQJio
(c) BrandOvation 2013. All Rights Reserved

31. 2013 FIFA Confederations Cup Scorecard
www.theconfederationscup.com