1

UEFA EURO 2004™ NEWSLETTER

OCTOBER 2002
 “Visitors will be surprised to discover how passionate
we are about the game. We are born with
football in our blood, in our genes.
Football is a deep-rooted tradition that has run
through generations and has been transmitted
through entire families.”

LUIS FIGO

This Newsletter is published by

Euro 2004, S.A.
Avenida da República, 53
PT-1050-188 Lisboa
Portugal
Phone: (+351) 21 799 2004
Fax: (+351) 21 799 2099

Editor:
Frits Ahlstrøm
Senior Writer:
Graham Turner
Design:
EURO RSCG DESIGN (Lisbon)
Layout / Setting:
Strøm & Streg (Helsingør)
Printing:
TEXTO EDITORA (Cacém)

2
 4 Gentlemen
of the Board

8 Tactical
Revolution
The story behind
the new strategy

12 Profile
Delivering the Product

CONTENTS
15 Carlsberg
Presentation
of a sponsor

18 The Image
of Passion
20 From 1991 to 2004
Portugal and Luís Figo

28 The Build-up
Venues in progress

3
 GENTLEMEN OF
THE BOARD

Seven is the magic

number at meetings of
the Euro 2004, S.A.
board of directors, on
which UEFA has a
four-to-three numerical
advantage but Dr.
Gilberto Madail, presi-
dent of the Portuguese
national association,
is in the presidential
chair. Dr. Mathieu
Sprengers, the
currently treasurer of
UEFA, is the vice-
chairman and the
other five members
of the board are,
in alphabetical order,
Ângelo Brou, Jacob
Erel, Lars-Åke Lagrell,
Paulo Lourenço and
Lars-Christer Olsson.

However, there is also

an ‘observer seat’
in the board room for
Vasco Lynce, who
acts as an informative
link with the
Portuguese govern-
ment. And, of course,
there are seats for
Martin Kallen, Chief
Operations Officer,
and António Laranjo,
Tournament Director.

4
 PHOTO: FABIO BOZZANI

The Euro 2004, S.A. Board. Sitting (from left to right): Ângelo Brou, Mathieu Sprengers, Gilberto Madail and Lars-Åke Lagrell.
Standing (from left to right): Martin Kallen (Chief Operations Officer), Lars-Christer Olsson, Jacob Erel and Paulo Lourenço.

5
 Profiles of the

Board Members
Gilberto Parca Madaíl “ When the Portuguese Football Federation
submitted the UEFA EURO 2004™ bid,
Born on 14 December 1944 in Aveiro we knew we would be able to stage with
Economist (degree at Porto University) dignity the most important UEFA event.
Current president of the Portuguese Football Today, with the joint venture implemented at
Federation and chairman of the Euro 2004, S.A. Euro 2004, S.A., I am sure Portugal will be
board proud of what will be achieved and will
Before heading the federation, was president of understand that football, once more, will
Aveiro’s 1st division club SC Beira Mar and of the contribute largely to the well-being of the
federation’s General Assembly population because UEFA EURO 2004™ is
Member of the Social Democratic Party; was not an expense. It is an investment.
Civil Governor of Aveiro for 8 years and a
Member of Parliament for two periods: 1987-90
and 1995-97
”

Dr. Mathieu Sprengers “ A lot of people are working very hard to

make the final tournament a resounding
Born on 24 May 1938 in Venlo success. My personal wish is to help make
Graduated in Economics (University of Tilburg) the event as sunny as Portugal itself; to see
Began career as consultant in the small-business the same high quality of football that we had
industry at EURO 2000; and to create a special,
After a spell as Managing Director of a wholesale happy atmosphere so that supporters from
company, spent 20 years as Chief Executive of a the north, south, east and west of Europe
construction company can have the time of their lives.
Chairman of the Chamber of Commerce in
Limberg ”
During military service had been captain and
lieutenant in Dutch Air Force
In football, became treasurer of VV Venlo in 1976;
was president 1980-90
After serving on Dutch FA’s finance and licensing
committees, became president in 1993
Treasurer of UEFA since 2000; vice-chairman of
the Euro 2004, S.A. board

Lars-Åke Lagrell
Born on 20 January 1940 in Växjö
Started sports career at 13 as youth leader at
IK Cyrus in Jönköping; chairman of the Småland
District F.A. (1974-86) and board member at the
Swedish F.A. (1980-85)
General Secretary of the Swedish F.A. from 1986
until becoming chairman in 1991
“ I am convinced that Portugal, as a major
European football nation, will organise UEFA
Vice-chairman of the Swedish Sports Confedera- EURO 2004™ in an excellent way. The
tion and County Governor of Kronobergs Län venues will be ready in time and the whole
district of Växjö country looks forward to the event. We will
Member of UEFA’s Club Competitions Committee witness exciting games in an atmosphere,
(1992-2000); UEFA Intertoto Cup Committee created by people who really appreciate
(1996-2000); UEFA Futsal Committee (1986-92), high-class entertainment. UEFA EURO
currently chairman of UEFA’s National Teams 2004™ will be fantastic. I can’t wait for the
Committee opening match.

”
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 Ângelo Carlos Lopes “ As a collaborator of the body which has
Mont’Alverne Brou been appointed to organise the event, I
am very proud to contribute to a sporting
Born on 5 October 1939 in Porto and business-related success. Being Portu-
Chemical-Industrial Engineer (Porto University) guese, I feel a great sense of joy in seeing
Advanced Management Programme (INSEAD) my country hosting the third-biggest sports
MBA in Management (INII - Lisbon) event in the world. As a citizen of the world,
Joined Euro 2004, S.A. after 8 years as National I would like to highlight the event as a
Director for Ciba-Geigy (1990-1998) social phenomenon which will help to re-
Executive Member of the Euro 2004, S.A. board move barriers.
and First Vice-President of Portuguese football
federation. ”
Vice-President of Boavista Futebol Clube
1986-90

Paulo Manuel Marques

Lourenço
“ Euro 2004, S.A. has laid solid foundations
for the organisation of the biggest event
ever to take place in Portugal. And we are
Born on 21 May 1961 in Mouriscas proud, as Portuguese citizens, to be the
Lawyer (Lisbon University) hosts of a tournament that will broadcast
Executive Member of the Euro 2004, S.A. board the name of our country all over the world.
Prior to joining, was Director of BDO Binder & Co. The European Football Championship finals
Currently President of the General Assembly in 2004 will be a great success – and
of Lisbon-based club Desportivo dos Olivais e something I shall remember forever.
Moscavide
”

Lars-Christer Olsson “ I think we are about to organise the best

football tournament and event ever, by
Born on 6 February 1950 in Lövestad, Sweden bringing the strongest European national
Degree in Leisure Industry and Public Sector teams to merge with the outstanding pas-
Administration; Master’s Degree in Business sion for football among the Portuguese
Management (Lund University) people.
Senior Management Consultant; implemented
Project Management System for Tetra Pak before
becoming General Secretary of the Swedish
”
League (1990) and the Swedish Football
Association (1991)
Tournament Director for EURO 92 in Sweden.
Joined UEFA in 2000 as Director of Professional
Football & Marketing Division

Jacob Erel
Born on 26 July 1950 in Tel Aviv
Degree in Political Sciences & History; Master’s
Degree in Public Administration (Tel Aviv
University)
Military reporter and press officer during military “ The Final Tournament of the European
Championship is played every four years
service with Israeli Defence Forces
but it is a lifetime experience for all football
Appointed General Secretary of the Israeli FA in
lovers. UEFA EURO 2004™ will take place
1976; became Chief Executive two years later
in the heart of a football loving country.
After 22 years in the post, joined UEFA in 2000
Passion for football is in the nature of
as Director of the Competition Operations Division
Portugal.

”
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 The game is the same but UEFA EURO 2004™ means

Tactical
Revolution

PHOTOS: FABIO BOZZANI

The final tournament of the European completely. For the first time, the organisa-
Football Championship in Portugal is laying tion of the massive event is being con-
The Euro 2004, S.A. Board, new milestones in the development of the ducted as a joint venture administratively
chaired by Gilberto Madail,
during one of their meetings third-largest sporting event in the world. spearheaded by two companies, Portugal
in Lisbon. The changes are sweeping but, by and 2004 SA and Euro 2004, S.A.
large, will pass totally unnoticed by the
millions of fans who will be cheering on
their national teams during the qualifying
phase that has just got under way. The
game is the same but, in administrative
and organisational terms, for UEFA EURO
2004™ the team’s strategy has changed

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 “It was something that struck me very for- close co-operation in a situation where
cibly when I was tournament director for Portugal, with limited previous experience,
the EURO 92 finals in Sweden,” comments has to meet a major challenge involving the
Lars-Christer Olsson, now director of rebuilding of a great deal of footballing and
UEFA’s Professional Football & Marketing social infrastructure. There was an evident
Division. “The whole contractual structure need to pool resources.”
was very curious. UEFA effectively owned
the event; the Local Organising Committee “The Portuguese FA had already set up a
– the LOC – was in charge of organising joint company with the government for
it; and ISL had the commercial rights to staging the tournament and together we
the event. Without going into too many discussed how to best organise the joint
details, it meant that UEFA had separate venture. The result was the formation of
agreements with the LOC and with ISL, two companies, as it suited the hosts to
while the LOC also had a contract with ISL. separate the organisation of the event into
What’s more, UEFA had already signed the two halves: the purely sporting component
TV contracts with the European Broad- and the implementation of the programme

Left:
Lars-Christer Olsson and
Philippe Margraff, Head
of Marketing Operations
Centre.

Right:
Lars-Christer Olsson
and UEFA Chief Executive,
Gerhard Aigner.

casting Union – EBU – but the LOC for infrastructure. For the latter, Portugal
inherited obligations in terms of providing 2004 was set up, with the Portuguese
TV facilities while the EBU entrusted their government as 95% share-holder. On the
organisational strategy to the Host Broad- footballing side, Euro 2004, S.A. is a joint
caster on site. To say it was a complex set- venture where, in round figures, UEFA
up is probably a huge under-statement.” holds a 55% stake, the Portuguese
national association 40% and the
During the summer 2000 UEFA invited Portuguese government 5%. The board of
some outside experts to take part in a Euro 2004, S.A. is chaired by Gilberto
‘brainstorming session’, aimed at discuss- Madail, while Jeu Sprengers acts as vice-
ing basic organisational principles. The president in a boardroom where UEFA has
blueprint for a joint venture emerged from a one-man majority.”
that meeting and could be put into im-
mediate effect, as the commercial contract Euro 2004, S.A. acts as an umbrella under
with ISL expired with EURO 2000. which there is an operational structure
headed by Martin Kallen, a Chief Opera-
“The Portuguese hosts had been informed tions Officer appointed by UEFA. He will
of this possibility before they were awarded work closely with tournament director
the organisation of the tournament by António Laranjo appointed by the
UEFA,” recalls Lars-Christer Olsson, “and Portuguese FA.
the joint venture offered such obvious
advantages that they agreed to it imme-
diately, even though it had not been written
into the original documentation. Gilberto
Madail shared our views on the need for

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 “There are obvious advantages attached to Operations under the Euro 2004, S.A. um-
the new formula,” Lars-Christer Olsson re- brella got under way during the summer
marks. “Communication is more fluid, as with 16 people involved – a figure which
the distance between the hosts and UEFA will progressively increase as the final tour-
has been reduced to zero. What’s more, nament approaches but will have efficiency
UEFA has an on-site presence and can and cost-effectiveness as its key-words
make full use of previous experience – rather than an extensive ‘squad list’. At the
which means that the hosts for the same time, UEFA’s Marketing Operations

Gerhard Aigner, Gilberto

Madail and Lars-Christer
Olsson.

European Championship don’t have to re- Centre is working closely with the joint-
invent the wheel every four years. For the venture company “which represents a
organisers, there are tremendous financial great advantage for football,” says Lars-
advantages. Normally, the hosts rely on Christer Olsson. “It means that we are not
ticket sales for finance – but this income at the mercy of media or commercial
doesn’t kick-in until about a year before strategies implanted by third parties – and
the event, so in the past it has been a this safeguards sporting interests.
question of negotiating loans. This time, Basically, what we are doing is trying to
with UEFA taking care of marketing help Portugal to organise a magnificent
operations, revenue has been generated event by bringing expertise from different
right from the start. This allows the hosts parties together and to implement activities
to minimise the financial risks and also under one hat. The supporters may not
gives advantages in terms of details like see – or even understand – what is going
insurance rates. This gives our Portuguese on ‘backstage’ but I hope that they will
hosts a great sense of security and fewer notice that there are fewer problems. What
financial worries. The finance for prepara- is absolutely sure is that Portugal is laying
tion work is already in place, which means the foundations for a new future in the
that the Portuguese FA is relieved of huge organisation of European Championship
investments and, at the same time, the finals.”
whole organisation is less vulnerable.”

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 A Brave Step
“Having been involved for almost twenty
years, we have certainly seen the develop-
ment and the structural changes on the
commercial side of it. We first came in as
official sponsor in 1988 having been the
Keld Strudahl is Senior sponsor of the Danish national team in
International Marketing
Manager of Carlsberg
1984 and there have been major changes
Breweries. between then and 2004. I’m sure that,
from an event point of view, UEFA has
taken the right decision to take it in-house.
Time will tell whether it’s a success or not
but, in principle, it’s a great decision. It
fills that big gap that you had in the old
system where you had ISL, UEFA and the
sponsors at the points of a triangle with a
lot of distance in between them. All too
often, that meant major communication
difficulties. Now that we have a direct link
to UEFA, things can be done much more
PHOTOS: PER KJÆRBYE

efficiently and rationally.”

“It’s also going to be easier for the

Portuguese, I’m sure. In the past, we were
also caught in the middle, somewhere
between the local organisers, UEFA and
The joint venture launched by the Portu- the agency responsible for getting things
guese hosts in company with UEFA has done on site. The new set-up makes it
received a round of applause from the much easier for us to feel directly involved
UEFA EURO 2004™ commercial partners and to avoid the sort of situation where
who are now in direct contact with the each of the parties is left to protect its
event organisers and UEFA’s newly- own interests. Our decision to extend our
established Marketing Operations Centre. relationship as far as 2008 is a brave step,
What’s more, get-togethers such as but we took it because we believe in this
Sponsor Workshops are making it easier format.”
for sponsors to work hand-in-hand to offer
as much as possible to the supporters
and to add colour and spice to the final Keld Strudahl, Lars-Christer Olsson and Philippe
Keld Strudahl in front of the
famous Carlsberg elephant.
tournament in Portugal. Margraff at the announcement of Carlsberg as
UEFA EURO 2004™ sponsor on 22 March 2002.

Carlsberg were the first sponsors to jump

on board the good ship UEFA EURO
2004™ and their International Marketing
Manager Keld Strudahl is full of praise for
the new structure.

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 Martin Kallen -
Delivering
the Product
In July 2002, Martin Kallen and his wife
Liselotte, also a marketing specialist, left
their native Switzerland to set up a new
home in Lisbon. At the ‘tender’ age of 39,
the move to Portugal to become Chief
Operations Officer of Euro 2004, S.A. re-
presented the most stimulating challenge
of his career.

“I feel a bit like the owner of a company

that’s starting a new business,” he com-
ments. “You have obligations and expecta-
tions to live up to and, basically, you have
to make sure you deliver the product on
time. That means setting up an efficient
organisation, distributing the workload in
rational ways, bringing in the right people,
setting them targets and generally running
the company.”

Gerhard Aigner and Martin Kallen.

Martin admits that the new role requires a

different approach to the working day.
Since his debut as a Station Master on the
Bern hinterland, he has always adopted a
hands-on approach to his work and one of
the strengths which paved the way for a
rapid rise within the ranks of UEFA was an
attention to small detail coupled with an
exceptional ability to ‘juggle several balls’ at
the same time.

12
 António Laranjo, the Tournament
Director, and Martin Kallen.

Martin Kallen “The reason why this is such a stimulating of skiing, skating, cycling and tennis, is
job,” he confesses, “is that I have to adopt backed by eight years of intensive football
Born on 22 July 1963 in
Frutigen, Switzerland.
much more of a hands-off approach. This experience, including the organisation of
Began career at 17 as job isn’t so much to do with logistics. At the major international events such as UEFA
Station Master on the head of a staff of around 200 people you Champions League finals.
rail network around Bern. have to play a more administrative role and
Rapidly moved into
promotion of sales and
not become too deeply involved in every “I would say that, without that grounding,
special events and angle. You make an initial input, then stand this job would be much more difficult, not
had a spell as teacher at back and wait until the time comes to to say impossible,” he reflects. “Organising
a Business School in supervise the final result. I’ve been used to the final tournament of a European Football
Interlaken before joining
doing A-Z but now I have to focus on doing Championship obviously involves several
McCormick SA as Junior
Product Manager in the A-B and then coming back to do, say, departments within UEFA and I am fortun-
1991. the S-Z.” ate enough to know my way around them.
Two years later became If you didn’t know how the UEFA machine
Product Manager
“Representation has also become an im- works, it would be really tough to get things
responsible for 2,000
office supply products at portant part of the job,” he adds. “There done – especially as time is at a premium
Ofrex AG. has to be good dialogue with politicians, and you can’t afford to use too much of
Joined UEFA on the stadium owners, police and so on. You it in learning processes. Let’s face it, the
marketing side in 1994 also have to spend time on the media deadline is quite clear and precise. We are
and, since then, has
accumulated experience because the press interest in the event a new company and we have to get our
in corporate design, is growing all the time and I have to be product on the shelf at the right time. It will
branding, print design prepared to act as spokesman.” demand a lot of hard work from the whole
and Fair Play campaigns. team. But that is a tremendous motivation
In 1997 he became
responsible for running
Martin, a sports enthusiast who now won’t and we are all very positive about an
most UEFA events at have much time for his favourite pastimes experience that we shall never forget.”
senior and youth levels,
including all the major
finals, and, before moving
to Portugal, had been in
charge of UEFA’s 11-
person Event Manage-
ment Unit.
PHOTOS: FABIO BOZZANI

Gilberto Madail, Gerhard

Aigner and Martin Kallen.

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 First and
Fourmost
Four top names have already been in-
cluded on the team-sheet of official part-
ners for UEFA EURO 2004™ and more
announcements can be expected in the
near future.

Carlsberg were the first to jump aboard

PHOTO: LUSA / EPA

earlier this year and, since then, the
Danish brewers have been followed by
other household names McDonald’s,
Coca-Cola and the Victor Company of
Japan, more widely known as JVC. They Philippe Margraff, Gilberto Madail, Eusebio, Juan
Manuel Morales (General Manager of Coca-Cola
are the current record-holders, having Portugal) and Jonathan Chandler (Director of
been official partners at every European Communications of Coca-Cola Europe) at the
announcement of Coca-Cola as UEFA EURO 2004™
Foot-ball Championship since the 1980
sponsor on 16 May 2002 in Lisbon.
finals staged in Italy. When JVC’s name
was officially entered on the team-sheet on
3 September for the seventh successive
time, the Japanese company underlined
its commitment to UEFA events by also
joining the line-up for the European Under-
21 Championship in 2004 and the final

PHOTO: FABIO BOZZANI

phase of the UEFA European Champion-
ship for Women to be played in 2005.

All too often, the public’s perception of an

‘official sponsor’ is just a name on advertis-
Masahiko Terada (President of JVC) and UEFA Chief
ing boards at the stadium. But at UEFA Executive, Gerhard Aigner, at the announcement of
EURO 2004™, the partners’ involvement is JVC as UEFA EURO 2004™ sponsor on 3 September
2002 in Lisbon.
going to be much more than that. That’s
why the Newsletter aims to look behind
the scenes and throw some extra light on
the very special relationship between the
event and its sponsors.

Lars-Christer Olsson, Director of UEFA’s Professional

Football & Marketing Division, hands over the
PHOTO: LUSA / EPA

agreement to João Noronha Lópes (Managing Director

of McDonald’s Portugal) and John Hawkes (Vice-
President of McDonald’s Europe) at the announcement
of McDonald’s as UEFA EURO 2004™ on 17 April
2002 in Lisbon.

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PHOTO: CARLSBERG BREWERIES

Probably the Best – Definitely the First

Carlsberg
Four signings have already been made when they were sponsors of the Danish
for the team of sponsors who will be in national team. In 1988, they were back as
The famous “Elephant Gate” action at UEFA EURO 2004™ – and more sponsors of the event itself – and have
at Carlsberg. The four team-building work is currently under way. been on board ever since. In fact, the
elephants represent the
children of Carl Jacobsen, McDonald’s, Coca-Cola and JVC are contract signed in Copenhagen reaches
the son of the founder of already on the team-sheet, but the first beyond the tournament in Portugal to
Carlsberg Breweries. They
name to be inked-in was that of Carlsberg, embrace the finals in 2008, by which time
are named after the children:
Paula, Theodora, Helge with UEFA president Lennart Johansson, they will have been official sponsors at six
and Vagn. The elephants are Portuguese FA president Gilberto Madail consecutive tournaments over a time-span
now protected as a listed
monument.
and Carlsberg’s Chief Executive Nils S. of two decades. In recent seasons,
Andersen sharing a delicious glass of cold Carlsberg have also teamed up with UEFA
beer with reporters when the contract was as presenting sponsors at UEFA Cup and
signed in Copenhagen on 22 March 2002. UEFA Super Cup finals, demonstrating
their commitment to football.
The fact that Carlsberg were the first on
board for UEFA EURO 2004™ was no sur-
prise. The Danish brewers’ first contact
with the finals of the European Football
Championship was way back in 1984,

15
 “The game is a unifying force,” Nils Ander- Strudahl, Carlsberg’s International Marke-
sen said, “which crosses all frontiers of ting Manager. “But, as a company, Carls-
political creeds, sex or religion. So Carls- berg also places value on other elements
berg are proud to be part of it and our such as heritage, passion and impact on
long-term relationship with football has society. We don’t see our involvement in
become an important part of the Carlsberg football as a simple commercial operation.
brand identity. What’s more, it hasn’t been There is more to it than that and we are
a one-way relationship. We have tried to motivated by a deep respect for the game.
give a lot to football, through supporting We work on the premise that football
the game at all levels, right the way from matches or tournaments are social occa-
the grass-roots to the ultimate competition sions that go hand in hand with the enjoy-
in Europe. So I think that we are rightly ment of a glass of beer. We have done an
considered to be ‘part of the game’, as our enormous amount of research and we
slogan says.” have concluded that Carlsberg and football
make the perfect match. Carlsberg is sold
“If you want to talk in commercial terms, in about 150 countries and trying to com-
you could say that football allows us to municate via international publicity cam-
reach all our target groups,” adds Keld paigns can run into cultural barriers, where-
Chief Executive of Carlsberg as football knows no frontiers. Each of
Breweries, Nils Andersen,
those 150 countries can have its national
parades the Trophy and a
glass of Carlsberg beer. identity but all of them can relate easily to
football.”

Carlsberg will be the ‘official beer’ at UEFA

EURO 2004™ and, although detailed
plans have yet to be drawn up, the final
tournament staged in Belgium and the
Netherlands in 2000 set new standards. “It
was a tremendous success,” Keld Strudahl
comments. “Not least because we were
able to invite about 10,000 guests from 55
countries to the tournament. We had very
positive feed-back which confirmed our
preference to be involved in EURO rather
than the World Cup. You might be
interested in some facts and figures…”

• During EURO 2000, one billion bottles of

Carlsberg were sold
• A special EURO 2000 can was pro-
duced in 15 countries and, in Sweden
alone, 5 million of those cans were sold
• For the event, Carlsberg produced a
premium beer with no alcohol which
was sold at EURO 2000 stadiums
• Carlsberg staged the fourth Pub Cup
prior to EURO 2000, with about 1,000
teams taking part. The national winners
in four countries – Denmark, England,
Ireland and Sweden – were rewarded
PHOTOS: PER KJÆRBYE

with trips to the final tournament

• In 48 markets all round the world
campaigns pegged to EURO 2000
produced average sales increases of
between 20% and 40%

16
Nils Andersen, UEFA
President Lennart Johansson
and Gilberto Madail
celebrate the agreement.

• At EURO 2000, Carlsberg banners and

perimeter boards were exposed to a TV
Keld Strudahl, Senior audience of over 7 billion people
International Marketing
Manager of Carlsberg, and
• During EURO 96 in England, 87% of the
his UEFA EURO 2004™ UK population watched at least one
team (from left) May game. Prior to the tournament, Carls-
Petersson, Tobias N.
Musaeus and Pia Knudsen.
berg lager was No. 13 in the market
place. During the tournament, Carlsberg
became the No. 1 lager
• 850 million pints were drawn during
EURO 96 and, if all the people who
drunk Carlsberg lager during the tourna-
ment had been gathered together, they
would have filled Wembley Stadium over
40 times

“EURO 2000 re-energised football at an

international level and was a spectacle for
players and fans,” Keld Strudahl recalls.
“I’m sure that the combination of world-
class stadiums, great players and the
enthusiasm of our Portuguese hosts will
make this another tournament to re-
member.”

17
 The Image of
Passion
In May, the official UEFA EURO 2004™
logo was launched at a special ceremony
The basic premise for the designers was
that, as UEFA EURO 2004™ is likely to be
staged in Lisbon. an exceptionally memorable event and a
great challenge for those involved in
Reporters at the launch were presented making it happen, the logo should help
with an original design – quite unlike the to convey a positive atmosphere and to
figures traditionally adopted for the final convey the festive spirit of the event.
tournaments of major sporting events. The
logo is the result of good teamwork during But, they thought, the ‘festive spirit’ is not
the creative processes and, trying to sum- a commodity that can be produced,
marise the design, consists of a football marketed and sold. The ‘festive spirit’ is
set in a filigree heart surrounded by seven something that is generated by the sup-
green dots. Seven is a number of great porters and derived from their passion for
significance in Portuguese history and the game of football and the emotions they
culture for many reasons, among them the experience while watching their team in
conquest of the seven seas and the seven action or simply enjoying the skills and
castles which appear in the coat-of-arms the spectacle provided by top-class foot-
on the Portuguese national flag. The ballers and top-class teams, wherever they
design of the football also has a strong happen to come from.
Portuguese flavour, as the motifs are
based on traditional elements from Portu- That’s all very well. It’s easy to develop the
guese folk art. conceptual idea that passion for football

The storyline

1st step: 2nd step: 3rd step:

Interpreting the Introducing the Portuguese Taking the football
thoughts, influences graphic elements into element and
and vision into the design,. The heart transforming it using
sketch drawings. graphic element, symbolises Portuguese icons:
the passion for life and combining fun,
football. tradition and sport.

18
 will be the driving force behind the success That sparked off a great deal of research
of UEFA EURO 2004™. But the big into visual elements of Portuguese culture,
challenge facing the designers of the logo from folk art to architecture and the colours
was based on a simple question: how do of the national flag. A lot of thought went
you illustrate passion for the game and, in into the colours and the final combination
particular, the passion for football that is so of yellow, orange, red and green mixes the
deeply rooted in Portuguese society? colours of the Portuguese flag with the
symbols of light and sun which have
At this point, the designers could have always been key elements in Portuguese
been forgiven for back-tracking towards a life and culture. The heart was then
more conventional type of logo. But, to portrayed in a way that evoked the most
their credit, they bravely decided to important part of the game and the event
persevere with their pursuit of ‘passion’. It – a football. The final result is a logo that,
led them to an apparently simple solution: the designers hope, has blended all the
passion stems from the heart. diverse elements into an image of festivity,
celebration and the spirit of fun which we
So far, so good. But the heart has rarely, all hope will be the basic ingredients of
if ever, been associated with the final UEFA EURO 2004™.
tournament of one of the world’s greatest
sporting events. So the next challenge
was to relate the heart to football and to
Portugal.

Based on the recreation of portugality,

we have created a family of 6 graphic
The Graphics Family elements. They will play a unifying role.

This 6 elements will mix freely, creating

an atmosphere of fantasy and magic. They
pretend to show the passion that envolves
everyone related with UEFA Euro 2004TM
event.

Final step:
The official name of the
competition is added in the
same style, including the
UEFA arch validating the
competition as credible
and authentic. The brush
stroke EURO 2004,
complements and balances the
icon graphics of the logo.

19
20
 Portugal and Luís Figo from
1991 to 2004
Luís Figo symbolises the resurgence of But, to the rest of the world, Portuguese
Portuguese football. After winning the football has been something like a ‘secret
UEFA European Under-16 Championship, society’. Kick-off times tend to be late
he wore the No. 4 shirt in the Portuguese and, for years, it was difficult to even find
side that took the bronze medal at the league results in the international press.
1989 World Under-16 Championship in Yet when the Portuguese national team
Scotland. Two years later, he pulled on the has managed to appear on the inter-
No. 3 shirt at the World Youth Champion- national stage – at the 1966 World Cup or
ship and, alongside budding stars such as EURO 84 – we have very much liked what
Rui Costa, helped Portugal to take the we have seen. How do you explain this?
world crown by beating, in the Lisbon final,
a Brazilian team that contained, behind
Giovane Elber, his current Real Madrid CF
team-mate Roberto Carlos.

In 2000, Luís Figo became the first

Portuguese footballer to be acclaimed as
Europe’s Footballer of the Year since
Eusebio had got his hands on the Golden
Ball thirty-five years earlier. He now has his
sights on UEFA EURO 2004™, where he is

PHOTO: ALAIN DE MARTIGNAC / L’EQUIPE

convinced that public fervour will be just as
intense as it was when Portugal hosted the
World Youth Championship eleven years
ago.

Luís, if you had to describe to an outsider

PHOTO: PETER WIDING

the Portuguese people’s passion for foot-

ball, what would you say?
Luís Figo with Ballon d’Or – The Golden Ball –
when he was elected European Footballer of the Year
“I think I would relate it to the Brazilian in 2000, an award Eusebio received as the first
Portuguese player in 1965.
Rui Costa and Luís Figo
feeling for the game and the emphasis on
during a training session. skill and joy. It’s not something you learn or
acquire when you get older. You’re born “I hadn’t really thought of it like that, but I
with football in your blood, in your genes. see what you mean. Portuguese football
It’s a deep-rooted tradition that has run has had an evolution which is different from
through generations and has been trans- other countries. In the past, we have had
mitted through entire families. It’s easy to good club sides and, more recently, we
say that football is our country’s favourite have been very consistent performers in
sport but I think that visitors will be sur- age-limit tournaments. But, at the same
prised to discover how passionate we are time, our clubs have been encountering
about the game.” difficulties and have had to struggle to
keep their best players. The result was a

21
 period when the quality of our league went year. That’s a sign of quality and I get the
down a great deal and it stopped being feeling that Portuguese football is now
genuinely competitive. Perhaps that’s why much more widely known and respected.”
it didn’t have all that much international
projection. So I’m really happy to see that What’s more, the national team is now
there has been an upturn. In recent years, qualifying regularly for major tourna-
the quality has gone up again; teams like ments …
Boavista have begun to challenge Porto,
Sporting and Benfica for honours; and “That’s right. We had never before qualified
there is now real uncertainty about who for two consecutive European Champion-
will win the championship. Apart from this ships and a World Cup. Winning the title is
season, when the draw for the qualifying tremendously complicated but we have
round was brutally tough, we have had taken Portugal back into the big tourna-
teams in the Champions League every ments and, apart from the World Cup,

Luis Fígo

Born on 4 November
1972.

Former Clubs:
Os Pastilhas, Sporting
Clube de Portugal
(124 league games and
14 goals from 1989 to
1995), FC Barcelona
(172 league games and
30 goals from 1995 to
2000), Real Madrid CF
(62 league games and
16 goals from 2000 to
1 July 2002)

European Under-16
Championship Winner
(1989)
World Championship
Under-17 Bronze Medal
(1989)
FIFA Youth World Cup
Winner (1991)
have performed quite well. I think that has
88 internationals and been important for Portuguese football as a
27 goals
whole.”
82 UEFA Club
Competition Appearances You talked about Portuguese clubs
and 18 goals struggling to retain players but, like the
(01.07.2002)
French maybe, you could benefit from the
European Player of the experience gained in foreign leagues.
Year 2000
FIFA World Player of the “Without a shadow of a doubt. During that
Year 2001
period when I felt that the Portuguese
championship was not as competitive as
PHOTOS: A BOLA

it should have been, it was crucially

important for players to improve their game
by taking part in highly competitive leagues
Luís Figo in action in the FIFA Youth World Cup final in different footballing cultures. That has
against Brazil in 1991 – and (with shirt number 3) been a great education for each and every
parading the trophy after Portugal has beaten
the Brazilians in the penalty shoot-out watched by
one of us, and that is the experience that
a crowd of 127,000 at Estádio da Luz in Lisbon. we inject into the national team.”

22
 Yet, after the World Cup, you hinted that You’ve already experienced the excite-
you might step out of international foot- ment among the Portuguese public at an
ball … event like this. There was a crowd of
127,000 at the Estádio da Luz to watch
“I think I was misunderstood or misinter- you in that World Youth Championship
preted. The message I was trying to con- final against Brazil in 1991.
vey was that if it would be beneficial for
the national team for me to step down, “That was a massive, tremendous suc-
then I wouldn’t hesitate to do it. But we cess. Not only because we won it but also
have now started our preparation pro- because the organisation was excellent.
gramme for 2004 – which is, of course, And the public didn’t just turn out for the
Luís Figo (right) and his
team-mates celebrate their based on friendly matches. I’m still in the final. We used several of the venues that
4-1 win against Germany DR squad and I feel very excited about it.” will be hosting games in 2004 and the
in the European Under-16 stadiums were packed-full for just about
Championship final in Vejle
(Denmark) in 1989. every game in the tournament. The whole
country was right behind their team and it
was one of the most enjoyable occasions
I have ever experienced. It was a real
‘fiesta’ for football and I hope that history
will repeat itself in 2004 – in all respects!”

In action for Sporting Clube de Portugal: Luís Figo

is tackled by SL Benfica’s Swedish midfielder Stefan
Schwarz in a league match in 1993.
PHOTO: TONY MARSHALL / EMPICS
PHOTO: A BOLA

It also gave you an opportunity to weigh

up the pros and cons of being the host
PHOTO: LAURENCE GRIFFITHS / EMPICS

nation …

“That’s right. The advantage was having

the crowd pushing you forward all the time.
But this generated a tremendous sense of
responsibility and, even though we were
young, we knew that we had to channel all
the tension and euphoria into something
EURO 96: Luís Figo jumps for the ball, challenged positive. That is one lesson that we will
by Czech Republic’s Miroslav Kadlec (5) and
Michal Hornak (15) in Portugal’s 1-0 defeat in the have to remember in 2004. I also hope
quarter-finals. that the organisation is equally successful
– and I am sure it will be.”

23
 What does UEFA EURO 2004™ mean to much greater comfort and, I hope, enjoy
the Portuguese public? the game a lot more. Society as a whole
will benefit from the work that is being done
“It’s going to allow everybody to express and it can only be positive for football that
their passion for football. Apart from that, so many supporters will visit us as tourists
there are 11 million people who will benefit and have a chance to see a beautiful
one way or another from what is being country that, we hope, they will want to visit
done within the country. Obviously, Portu- again.”
guese football will also obtain long-term
benefits. The stadiums are being upgraded
in spectacular fashion, which means the
fans will be able to watch their football in
PHOTO: MIKE EGERTON / EMPICS

EURO 2000: Luís Figo talks

to Eusebio during a training
session.

PHOTO: TONY MARSHALL / EMPICS

2002 FIFA World Cup: Luís

Figo tries to control the ball,
closely watched by USA’s
Anthony Sanneh.

24
 Have you seen the new stadiums yet? Will UEFA EURO 2004™ make a new
generation of Portuguese kids dream like
“Hardly at all, because most of them are you did when you left Os Pastilhas and
still under construction. But I have been used to have to get the bus across the
back to Sporting and seen that the new estuary to train at Sporting?
stadium is going to be very impressive. I
felt a little twinge of nostalgia in my heart “I’m sure it will. I sometimes miss being
when I saw how the old stadium was being able to get on a bus like that! But, at that
demolished, but I’m glad that the club is time, my dream was to get into the first
now going to have top-class facilities.” team at Sporting and to become a profes-
sional footballer. To the youngsters who will
see their first major tournament in 2004, I

FIFA World Player of the Year

Award Winners in 2001 (from
left to right): David Beckham
(second), Luís Figo (winner)
and Raúl González (third).
PHOTO: TONY MARSHALL / EMPICS

would say that dreaming is easy. Turning

those dreams into reality takes a lot of hard
work, some important sacrifices – and
quite a few bus rides!”
PHOTO: MIKE EGERTON / EMPICS

EURO 2000: England defender Sol Campbell can’t

prevent Luís Figo firing a shot against David Seaman’s
goal in Portugal’s 3-2 win.

25
 SPONSOR
TEN
their idol. They were sad to

FLASH WORKSHOP
in Nyon golden minutes
see him absent from the list
of starters but gave him a
rousing reception when he
came on at the end.
Luís Figo, taking no risks while
Friendly matches UEFA will host a Workshop
recovering from a knock re-
for its commercial partners
- a big challenge for UEFA EURO 2004™ on
ceived in a Spanish league
match, was disappointed to
6 and 7 November at the
One of the big challenges play only the last ten minutes
headquarters in Nyon. The
facing the Portuguese is one of the game. So were a large
key personnel from the com-
which every host nation has group of Figo fans who had
panies supporting the event Luís Figo is challenged by
to contend with: bringing the made a long bus-trip from
in Portugal, as well as UEFA’s Sweden’s midfielder Niclas
national team to peak level the south of Sweden to see
TV partner, EBU, will attend in Alexandersson.
in a period of two years with-
order to exchange information
out competitive matches. But
regarding marketing and tele-
Portugal started their prepara-
vision aspects. This is the first
tion programme on 7 Sep-
time UEFA has brought the
tember with an away game
partners together and it is in
against England and, at Villa
line with UEFA’s ambitions to
Park in Birmingham, came
strengthen the relationship to
back from a goal down to
and the co-operation with the
earn a 1-1 draw thanks to
people who help to finance
Costinha. On 12 October,
the UEFA European Football
they entertained Roger Le-
Championship and a lot of
merre’s Tunisia at Estádio de
other activities related to one
Restelo, home ground of Os
of the biggest sports events

PHOTO: PER WIDING

Belenenses in Lisbon, and,
in the world, only third to the
although Pauleta put them
Olympic Games and the FIFA
ahead after four minutes, were
World Cup.
also held to a 1-1 draw. Four
days later, the team coached
by Agostinho Oliveira came
back from two goals down
against Sweden in Gothen- LUCKY
burg to win 3-2, thanks to and happy
Sergio Conceição, Romeu
and Rui Costa. The fourth Prior to kick-off, the Portu-
preparation match is against guese players give their UEFA
Berti Vogts’s Scotland in EURO 2004™ shirts to
PHOTO: PER WIDING

Braga on 20 November. members of the crowd. In

Gothenburg, a young girl was
one of the lucky recipients.
Swedish defender Michael
Svensson is on his knees as
Romeu hits a volley during the
friendly match in Gothenburg. Glenn Strömberg
- in love with Portugal
On the day before the match in Gothenburg, Luís Figo had met
Glenn Strömberg and given him three autographed shirts for his
nephews and nieces. If the name sounds familiar, it’s because
Glenn was an SL Benfica player from January 1983 until joining
Italian club Atalanta BC in 1984. “It was a short spell compared with
my nine years in Italy,” he recalled, “but I have never been able to
forget it. Sven-Göran Eriksson was the Benfica coach at the time
and he helped me to adapt. But the first two or three weeks of
training were terrible. I was the typical big Swede with long legs and
these little guys with Brazilian skills drove me crazy! I could hardly
keep my balance, let alone play football! It made me improve my
PHOTO: PER KJÆRBYE

PHOTO: PER KJÆRBYE

own skills and it was an incredible experience. I have never known

anything to compare with the atmosphere and the Portuguese are
only second to the Brazilians in terms of skill and passion. I must
have been back to Portugal over twenty times since then – and I’ll
be there in 2004, I hope.”

26
 Gilberto Madail Routine
re-elected for four years
On 12 October 2002, Dr
INSPECTION
Gilberto Parca Madail, pre- In mid-October, a UEFA dele-
sident of the Portuguese gation headed by the chair-
Football Federation since man of UEFA’s Stadium &
1998, was re-elected for Security Committee, Ernie
another four-year term. In a Walker, made a routine in-
country with three daily sports

PHOTOS: PAULO SANTOS

spection tour of the ten
papers and a passionate venues for the final tourna-
interest for football, he is con- ment to make sure everything
stantly in the limelight. His was still on track. In general,
Michael Owen: every move is followed by Ernie Walker expressed satis-
PORTUGAL reporters and TV crews, and faction with the progress.
there is rarely a day without
- the ideal stage Dr Madail appearing on TV or
in newspapers.
Before their friendly matches,
the Portuguese players warm-
up wearing special shirts
bearing the UEFA EURO PHOTO: FABIO BOZZANI

2004™ logo. Sven-Göran

Eriksson, who also has fond
memories of Portugal, was
delighted to receive one be-
fore the recent friendly at Villa
Park. “It’s beautiful to see
Portugal hosting EURO 2004
and I am sure everything will SWEDEN
turn out fine. Personally, I – my second
hope that I will be involved, as
country
that will mean England have
qualified for the final phase…”
EBU Award to
The match in Gothenburg was
Europe’s Footballer of the
Year, Michael Owen, agreed
a sentimental journey for Luís UEFA’s President
Figo whose wife, Helene, is
with him. “Portugal is the ideal
Swedish. “I don’t want to start UEFA’s President Lennart Jo- fourth recipient of the Award,
stage for this event,” he said.
speculating about who I want hansson has received the established five years ago and
“Great climate, brand-new
to qualify for the final tourna- European Broadcasting Union given to persons or institutions
stadiums and state-of-the-art
ment,” he comments, “but I (EBU) Award in recognition of “whose activities have con-
facilities …”
hope that Sweden are in his support for free-to-air tributed substantially to the
Portugal in 2004. Thanks to access of TV football cover- development of public service
my wife, I have a special age. Arne Wessberg, presi- broadcasting”. EBU is the TV
affection for Sweden and, dent of EBU, presented the rights-holder of UEFA EURO
after Portugal of course, award to Lennart Johansson 2004™.
they are my second-favourite at a special ceremony in
country.” Stockholm on 28 September.
EUSEBIO The UEFA President is the
EBU President Arne Wessberg
presented the Award to UEFA’s
still in action President Lennart Johansson.

ever, prevent him from, that

same day, giving UEFA Chief
PHOTO: AGÊNCIA DE FOTOGRAFIA

Executive, Gerhard Aigner, a

hand at the draw for the ten
qualifying groups for UEFA
EURO 2004™ in Santa María
da Feira, near Porto. Eusebio
received a painting from
Gerhard Aigner, including
images of some of the
Eusebio, appointed ambas- Portuguese player’s glorious
sador of Portugal’s National actions on the pitch. The draw
PHOTO: EPA

Team, was celebrating his for the Final Tournament will

60th birthday on 25 January take place at 12.00 (CET) on
2002, which did not, how- 30 November 2003 in Lisbon.

27
 ‘They’ll Never Make It!’ ‘Stadiums Won’t
Be Ready On Time!’ ‘The Final Tournament
to be Moved to Spain!’ Judging by the
number of headlines UEFA EURO 2004™
has been generating, the whole of Europe
is showing intense interest in Portugal’s
ambitious stadium-building programme as
the country prepares to host the European
Football Championship finals for the first
time. Fed up with the rumours and the
alarmist headlines, we asked the tourna-
ment director António Laranjo to give us
the low-down on the build-up to UEFA
EURO 2004™.

“The curious thing,” he commented, “is

that those of us involved in organising the
final tournament have been much more
PHOTOS: FABIO BOZZANI

concerned about making sure the financial

packages are in place than about the
construction work at the ten venues. But
let’s go through the stadiums one by one,
if you like. OK, here we go …
António Laranjo, the UEFA EURO 2004™ Tournament Director,
is pleased with the progress of the new Estádio José Alvalade,
home ground of Sporting Clube de Portugal.

The Build-Up
LEIRÍA
The Estádio Dr. Magalhães Pessoa is
about to enter an important phase of con-
struction, where visible changes will take
place very rapidly. Up till now, most of the
work, due to the nature of the site, has
been preparing the terrain, levelling and so
on. Now the stadium is ready to come out
of the ground.

28
FARO/LOULÉ
It’s probably the last time I’ll refer to it
by this name because, at the end of
September, the two municipalities agreed
to give it a new name. So, from now on, it’s
the Algarve stadium. I think it’s a good
decision because the new stadium will
serve a huge catchment area – in Spain as
well as Portugal – where there are about
7.5 million inhabitants. What’s more,
‘Algarve’ has a wider-reaching international
image, as so many people travel to the
region for their holidays. As for the con-
struction work, it’s forging ahead on
schedule with no problems on the horizon.

COIMBRA
What we call the ‘civil construction’ part of
the project is practically complete – and will
be by the beginning of 2003. The stadium
has been completely re-conditioned and
enlarged though, obviously, work on the
technical facilities and services will con-
tinue after that date. But the visible part of
the stadium is finished.

29
 LISBON
Estádio da Luz
Like the new Sporting stadium, this is
being constructed alongside the existing
structure and half of the old Benfica
stadium is already down. Construction
work is going OK with no important delays.

30
LISBON Demolition of the old stadium is now under
way and it’s being done in three phases,
Estádio José the first of which should be completed
by the end of 2002. The new structure
Alvalade actually touches the old one, so Sporting
have to move all their services in a rational
The three biggest stadiums are very similar way. At the moment, the club is switching
in terms of development, work-rate and its administration from the old stand to the
investment. But, at the moment, Sporting’s new building which has already been com-
ground is the most impressive because it pleted at one side of the new structure.
already looks like a football stadium.

31
 PORTO
Estádio do Bessa
The East and West Stands of the Boavista
stadium have been completed and work is
now progressing on the North and South
Stands. The accesses and the car parks
are being included on the North side and
development has been going ahead
without problems and on schedule. The
official inauguration of the stadium has
been scheduled for a very special day, 1
August 2003 – the exact date of Boavista
FC’s centenary.

PORTO
Estádio das Antas
As most people know, work was totally
paralysed for a whole month and, once the
winding-down and winding-up times had
been added, there was an effective delay
of three months. So the original completion
date of September 2003 was put back to
December. All the political and financial
problems have now been solved and the
contractors are working intensively on re-
couping the three months that were lost.
They are so confident of being able to do
it that the completion date has been
switched back to September.

AVEIRO
This stadium is similar in conception to the
projects at Sporting and in Leiria – largely
because all three have been blue-printed
by the same architect. It also helps to
explain why it seems to be the biggest
of the small stadiums, designed for a
capacity of 30,000. That might sound a
bit strange, but Aveiro really has the feel
of ‘a big stadium in miniature’.

32
 BRAGA
This is arguably the most spectacular
venue, as the site has been hewn out of a
cliff! It also means that it is arguably the
most complex project with so much earth-
work involved. This, in turn, has generated
a few worries about weather conditions.
But there’s a mood of confidence on-site
and the workrate in Braga is really inten-
sive. This stadium is going to be really
impressive.

GUIMARÃES
This is one of the smaller stadiums and
the project is basically about re-building
and re-conditioning. Even so, this is a 30
million euro project and everything is going
to plan – no worries on that score.
PHOTOS: PAULO SANTOS

Ernie Walker, chairman of UEFA’s Stadium & Security

Committee, during one of his visits to the
UEFA EURO 2004™ venues in Braga and Guimarães.

We and UEFA have been keeping a close

eye on progress at all the venues via a
series of site visits, the latest of which took
place in mid-October. Don’t worry – I’ll
keep you in touch!”

33
 UEFA EURO 2004™
AND CHARITY
THE CROSS REFERENCE

UEFA EURO 2004™ is breaking new The decision represents an important

ground in a lot of different ways – and extension to a relationship which dates
the pioneering work continued when back to 1997. Since then, UEFA has
UEFA’s Executive Committee met in provided continuous support for spe-
Istanbul during September. Among the cific projects in countries like Georgia,
resolutions taken, there was a firm Afghanistan, Bosnia-Herzegovina and
proposal to link UEFA EURO 2004™ Uganda. Apart from that, at the 1999
with charity work. and 2000 editions of UEFA’s Annual
PHOTO: URSULA MEISSNER

PHOTO: BORIS HEGER

The idea is to use the final tournament Gala in Monaco, two cheques for one
as a platform on which to promote million Swiss francs apiece were pre-
charitable activities. It will be the first sented to H.S.H. Prince Albert as con-
time that the European Football Cham- tributions to the ICRC’s world-wide
pionship has been exclusively linked to campaign against anti-personnel land-
a charity. mines and other projects such as the
‘Children in War’ campaign, which
UEFA promptly arranged a ‘kick-off UEFA is also linking to the Meridian Cup
meeting’ to set the ball rolling, during to be played in Cairo in January 2003.
which it was agreed to establish links This is the competition similar to golf’s
between UEFA EURO 2004™ and the Ryder Cup, where four Under-17 teams
International Committee for the Red from Africa take on four teams from
Cross (ICRC). Europe.

The next step is to draw up a blueprint

for the theme of the joint UEFA EURO
2004™ - ICRC campaign and bring the
pioneering partnership to life. Full de-
tails of the programme for the tourna-
ment in Portugal will be revealed when
the draw for the finals is made.

34
35
OFFICIAL PARTNERS