Uefa euro2004 newsletter 7

7UEFA EURO 2004™
NEWSLETTER
M A R C H 2 0 0 4

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 Writers:
Graham Turner, António Florêncio and Afonso Melo
Acknowledgements:
Ana Gonçalves, Jacinta Johnston, Liselotte Kallen,
Fabienne Lima and Antonetta Santagata
Design:
EURO RSCG DESIGN (Lisbon)
Layout / Setting:
Strøm & Streg (Helsingør)
Printing:
Fernandes & Terceiro (Carnaxide)
Front Cover:
The flags of the 16 finalists at UEFA EURO 2004™
designed by Claudia Monteiro, Desktop Publisher
at Euro 2004, S.A.
Editorial Deadline: 7 March 2004
2
“It might not please some people but I do like to
compare football to writing. The rectangle of grass
is another type of page. And I like the way Luís Figo
writes on the grass. I like his distinctive calligraphy,
his rhythm, his style. He is a symbol and a face
with whom the Portuguese can identify because
he represents victory over fatalism and the confirmation
that it is possible to change fate and build one’s
own destiny. Luís Figo is the link between all Portuguese
all around the world – for his character, his maturity,
his self-control and his elegance – on and off the pitch.”
MANUEL ALEGRE
Poet and writer

4 100 Days to Go
6 Referees as
Ambassadors
for Red Cross
11 Hyundai
is already in top gear
16 Luís Figo
the face of a nation
CONTENTS
3
26 Final Round Draw
A spectacular show
32 Eusébio
takes to the sky
37 Canon
back with a bang
42 Interview:
Mário Coluna
Insert:
Match Schedule

For the president of the Portuguese
Football Federation, “the success and set
up of this innovative organisation, a joint
venture between UEFA, the FPF and the
Portuguese government, will follow through
to EURO 2008”. The organisation was
also congratulated for having sold more
than a million tickets to the general public,
national associations and commercial
partners. However, Gilberto Madaíl, mindful
of the whole project, did not hesitate to
admit that there are still some outstanding
4
100 days
to Paradise
Gilberto Madail, flanked by
Martin Kallen (left) and
António Laranjo highlighted
some key points with 100
days to go.
Celebrating 100 days to go for the UEFA EURO 2004™ kick-off in the Hotel Tivoli proved
to be too small a venue for the amount of attentive and knowledgeable guests and media
who were present for the update of how the organisation for the event is going.
A survey served to underline what was already known: especially the national pride on
behalf of the Portuguese nation for the coming event.
Flanked by his trusted men Martin Kallen
and António Laranjo, Gilberto Madaíl high-
lighted a number of key points in a cere-
mony held to mark 100 days to go for the
EURO 2004 kick-off: “For those of us who
have been part of this project for the last
five or six years, the objective is naturally
to see a happy ending. We are ready. In
fact, everyone involved in this project both
on and off the pitch will be proud of what is
being done and proud of the national
team”.

Great events also provide pleasant sur-
prises – the organisation presented a
survey specifically carried out for this occa-
sion, which revealed the true feelings of the
Portuguese people: 90.5% immediately
recognise the event EURO 2004, 93%
state that national pride is the strongest
feeling provoked by this event, followed
closely by passion for football. 88% gave
their full approval of the capacity and role
played on behalf of Euro 2004, S.A., 79%
fully agreed with the investments being
carried out. The percentage with reference
to security should calm the more appre-
hensive: 93% believe that EURO 2004 will
be a safe tournament and that the security
forces are prepared for an event of this
nature.
5
Gilberto Madaíl added: “I only received the
results of this survey from Martin Kallen and
António Florêncio at 8pm last night. They
wanted to surprise me since I didn’t know
that it had been carried out. I’m extremely
happy with this – it confirms what I have
been stating all along concerning the
Portuguese people’s affinity to EURO
2004”.
Time flies. And at that moment in time
Portugal was 100 days away from para-
dise.
Luiz Felipe Scolari, head coach of the
Portuguese national team, looks
forward to EURO 2004 just as much
as Gilberto Madail.
issues: “We are ready but there are things
to improve and correct”.
Both Martin Kallen and António Laranjo
provided an update on their areas of re-
sponsibility – ticketing, operations, media,
security, volunteers, training centres, venue
managers, liaison officers – in essence,
keeping to the objective of being trans-
parent and providing information on a scale
never seen before in the history of this
competition.
PHOTOS:FRANCISCOPARAÍSO/Euro2004,S.A.
The media interest for the
Press Conference celebrating
100 days to go was huge
but the staff were ready to
meet all requests.
Gilberto Madail and
Martin Kallen look happy
in the company of KINAS,
the official mascot for
EURO 2004.

When twelve referees, twenty-four assist-
ants and four referees who will act as 4th
officials meet at their tournament head-
quarters near Porto in April, preparation for
the final tournament will not be the only
item on the agenda. Fifteen of the referees
– Alain Hamer of Luxembourg was on
duty at the African Cup of Nations – were
in Madrid in February among the forty-four
participants at UEFA’s annual Advanced
Course for Elite & Premier Referees. And
they were deeply affected when Nancy
Beaudouin and Mohini Ghai Kramer of the
International Committee of the Red Cross
6
Referees as Ambassadors for Red Cross
To protect
Children in War
Four ambassadors with one goal
– to protect children in war.
Anders Frisk, Lubos Michel,
Markus Merk and Pierluigi Collina
are right on target.
Pierluigi Collina and Gerhard Aigner went to the ICRC
headquarters in Geneva to present a cheque for
one million Swiss francs to the organisation’s vice-
president Jacques Forster.
PHOTOS:FABIOBOZZANI

teamed up with UEFA’s Patrick Gasser to
make a presentation based on the ‘Protect
Children in War’ campaign – the theme
of the joint venture to be carried out by
UEFA and the ICRC during the final tourna-
ment in Portugal.
The presentation made such an impact
that many of the referees volunteered to
promote the campaign in their home
countries. And it was especially interesting
for four of them. In Madrid, it was an-
nounced that Anders Frisk, Markus Merk
and Lubos Michel would be joining Pierluigi
Collina as ambassadors for the ‘Protect
Children in War’ campaign pegged to UEFA
EURO 2004™.
“I am very proud to be part of the cam-
paign,” says Lubos Michel, referee of last
season’s UEFA Cup final. “As parents, we
all think of children as innocent human
beings and any kind of violence involving
children is very sad. When we travel around
Europe as referees, we see how much
football can do to create friendly and
peaceful atmospheres. I have children of
my own and it makes me feel good to wake
up in the morning and see them full of
cheer. We are fortunate to live in a country
where there is no conflict, so I’ll be very
happy if I can help this campaign to make
life more peaceful for all the children who
are suffering in war zones.”
“I am honoured to be part of this cam-
paign,” comments Anders Frisk, the referee
of the European Championship final in
2000. “At first, I asked myself what I could
do, but then I realised the meaning of the
appointment, discovered the aims of the
campaign and now I feel really, really proud.
I have four children of my own. As parents
in a Nordic environment, it is difficult to
understand and accept what children are
going through in other countries in Europe
and different parts of the world. This is a
challenge which I will meet with a very open
heart and a good feeling.”
Markus Merk is an experienced cam-
paigner in this sort of field, having set up
schools, orphanages and other projects
in India during the last decade. “It’s a
big pleasure to be on board for this cam-
paign because it is all about children,” he
explains. “We are duty-bound to do every-
thing we can for children because they
really need our help. I have learned that
performing at football matches in big
stadiums before thousands of people is a
wonderful life but that there are also other
things that can be more important. Helping
children is one of those things.”
7
The referees in Madrid saw a powerful
presentation of the joint UEFA / ICRC project.
The team that made a big impact on the referees
in Madrid. UEFA’s Patrick Gasser flanked by
the ICRC’s Nancy Beaudouin (left) and Mohini
Ghai Kramer.
Anders Frisk
Lubos Michel
Pierluigi Collina
Markus Merk

UEFA supports
fight Against
AIDS/HIV
UEFA has recently been ap-
proached with a request to
support the international cam-
paign against AIDS. In terms
of non-football-related activ-
ities, UEFA had long since
decided to limit its engage-
ment to its charity portfolio, in
other words, the partnership
with the International Com-
mittee of the Red Cross. But,
bearing in mind the import-
ance of the crusade against
AIDS, UEFA is to issue a state-
ment formally asking the
players competing in UEFA
EURO 2004™ to support the
fight against AIDS and assi-
stance programmes for per-
sons who are HIV positive.
Exhibition
in Parliament
On 22 January 2004, an
agreement was signed to
hold a joint exhibition devoted
to the preparations for the
European Championship. The
exhibit “EURO 2004 – A
Challenge for Portugal”, open
to the public at the Portu-
guese Parliament from 17
February to 19 March, will
mainly focus on the con-
struction of the 10 stadiums
that will host the EURO
2004™ matches from north
to south of the country. It
has been organised by Euro
2004, S.A. and Portugal 2004,
S.A., while Parliament was
responsible for promoting it.
8
FLASH Helen Figo ambassador
for Portuguese ceramic
PHOTOS:Euro2004,S.A.
Mouths Wide Open
If the result of the Draw for the final tournament raised a few eye-
brows among media representatives, they were raised even further
by the International Media Tour which hit the road while most
participants at the Draw were still heading back to Lisbon airport.
Promoted by Euro 2004, S.A. the UEFA EURO 2004™ Road Show
proved to be a resounding success.
Thirty-two media representatives had a chance to cast their eyes
over all of the ten stadiums where UEFA EURO 2004™ matches
will be played. The route for the touring team started in Algarve,
continued in Guimarães and then headed for Braga, Porto, Aveiro,
Coimbra and Leiria.
As one would expect during a Media Tour, most eyes drifted
towards media facilities. “I’ve never seen so much attention paid to
media working areas in a big competition before,” commented Paco
Aguilar from Barcelona-based El Mundo Deportivo. But that didn’t
mean that there was no time to appreciate the architecture. “The
stadiums are wonderful,” said Jean-Marie Lanoé from France Foot-
ball. “The Estádio do Dragão is fantastic – and exquisite gem. And
the Estádio da Luz gives you an impression of vastness. It feels like
a stadium for 80,000 and it’s a surprise to hear that the capacity is
65,000. What’s more the Alvalade stadium and the new ground in
Aveiro seem to be full of joy because of the way colours have
been used. They don’t just look good either. They seem to be well
thought-out and functional. Being able to visit the stadiums and
have a look round was not just a nice experience – it will be very
valuable when we come back here to work in the summer.”
Swedish top model Helen Swedin, Luís Figo’s wife and ambassador
for Vista Alegre, inaugurated the company’s campaign, along with Gilberto
Madail.
PHOTO:FRANCISCOPARAISO/Euro2004,S.A.
Vista Alegre, one of the National Supporters of UEFA EURO 2004™ are
associating their fine traditions of Portuguese ceramic and earthenware
products with the footballing heritage. Bernardo de Vasconcellos e Souza,
chairman of Vista Alegre Atlantis, was joined by Ângelo Brou, executive
member of the Euro 2004, S.A. board, at the launch of the exhibition
labelled ‘Vista Alegre and Football – 115 Years of History’.
The Chief Operations Officer of Euro 2004, S.A., Martin Kallen (left) with
Gilberto Madail and João Bosco Mota Amaral, president of the Portuguese
parliament, after the official signing of the protocol.

were stadium tours in mornings and
afternoons, followed by de-briefing and
question sessions in the evenings. Some
broadcasters managed to squeeze in visits
to ‘their’ team’s training camp with a view
to seeing how best to transmit images of
day-to-day life during UEFA EURO 2004™.
One veteran who has worked at major
sporting events since the 1976 Olympic
Games was kind enough to rate the tour as
the best-prepared and most well-organised
he had ever experienced.
The touring team was given colour photos,
camera plans and five- or six-layer maps of
each venue to take home, but the real
value to the visitors was being able to
inspect everything from broadcast com-
pounds to commentary positions and
presentation studios ‘in the flesh’. Walking
around all the newly-built media facilities
made it much easier for each broadcaster
to visualise how they would like to present
matches from the stadium and, with
Portugal Telecom on hand to discuss tele-
communications requirements, what instal-
lations they will require to convert the blue-
prints into reality.
The team at EBS 2004 were more than
satisfied with response to the tour and, a
couple of weeks after the visitors had left,
they successfully completed a production
test-run when Portugal entertained Eng-
land at the Estádio Algarve, with further
test-runs in Braga and Coimbra already
inked into the diary. The show is already on
the road …
9
The Show is on the Road
The broadcasters were very impressed by Estádio do Braga.
The broadcasters started the site visit at Estádio da Luz
in Lisbon, venue for the final on 4th July.
Jon Buckle from ITV liked the
position of the panoramic
studio at Estádio Dr.
Magalhães Pessoa in Leiria.
The commentary positions
at Estádio Bessa XXI were
inspected.
Television viewers take a lot for granted.
We see pre-match presentations from
pitchside; we watch interviews after the
final whistle; we agree or disagree with
comment and analysis by studio guests;
and sit back in our chairs to watch pictures
captured by a cohort of cameras without
stopping to think about all the planning,
manpower, logistics and technology – not
to mention mundane things like cabling –
that lay the foundations for TV coverage
of major events like UEFA EURO 2004™.
It was with the objective of designing and
building these foundations that over a
hundred representatives of the TV com-
panies who’ll be broadcasting UEFA EURO
2004™ joined their hosts from EBS 2004
on a tour of the ten venues.
With a match schedule on their clipboards
and a shopping-list of facilities they might
require, the broadcasters were welcomed
by Luís Pinto Enes, co-executive manager
of EBS, on the Algarve and then spent ten
days together as the ‘team bus’ gradually
worked its way northwards. Their reward
for reaching the end of the trek in Porto
was a boat trip and a farewell lunch on the
River Douro.
They deserved it. Most of the broadcasters
had visited the venues before so, this time
round – and with practically all the book-
ings for the tournament already finalised –
it was a question of going into detail. There
PHOTO:EBU

The last few days of 2003 were emotional
and full of new experiences for northern
Portugal. Braga and Porto staged the last
of the inaugurations of the UEFA EURO
2004™ stadiums. In the northern-most
host city, Sporting de Braga played Celta
de Vigo on the night of the celebrations
marking the inauguration of the European
Championship’s most emblematic stadium.
The Mayor of Braga, Mesquita Machado,
and the Minister of Parliamentary Affairs,
Marques Mendes, unveiled the plaque
commemorating the official opening of
the stadium. For Mesquita Machado the
stadium “is innovative in terms of both
architecture and engineering. It will be an
excellent tourist attraction for Braga.” In
full agreement with the mayor, the minister
added, “this stadium will be the focus of
attention from all over Europe.”
As is only natural in the ‘city of the arch-
bishops’, the ground was blessed by Arch-
bishop Jorge Ortiga before any ceremony
took place.
In the stands, about 30,000 people made it
a night to remember. On the pitch, people
were moving to a different tune as
hundreds of drummers marched in, ac-
companied by fire-eaters and children
holding red and white balloons. Slides of
the city, of the club and of the building of
the stadium were projected.
Sporting de Braga won the match with
a goal scored by Paulo Jorge after 14
minutes. It was an evenly-balanced game
that gave the home fans the opportunity
to celebrate the official opening of their
ground with a victory.
Souto Moura, the architect of the project,
explained his creation. “Football is a show
that no-one likes to see from behind” – for
the sake of the public and his art. The
30,000 seats in two stands, the rock, the
valley behind the goals, and the roof sup-
ported by steel cables have earned it the
name of a “work of art” and the admiration
of all who see it. But, above all, Souto
Moura was pleased to see the stadium
finished. “It’s very moving to see everything
ready after four years of extremely hard
work.”
10
A spectacular mosaic
heralded the inauguration
of the equally spectacular
stadium in Braga.
The steel cables that stretch
from stand to stand at
the new stadium allowed
banners to be suspended
over the pitch.
RC Celta de Vigo midfielder
Jonathan fails to intercept
a pass from SC Braga’s
Swedish midfielder Fredrik
Söderström during the
inaugural match.
Sporting Clube de Braga
supporters are happy
to start a new life in the
state-of-the-art stadium.
Braga -
“Work of art”

allows you make direct contact with the
public and help them to enjoy the sporting
experience.”
“It’s also good to have Johan Cruyff on
board as our ambassador. We first con-
tacted him in 2001 and we have built up
such a good relationship that we decided
to extend it after EURO 2004. We enjoy the
experience of working with him and he has
tuned into our wavelength very quickly.
Hyundai is a relatively new-born company
that has grown very quickly indeed. And
11
Hyundai is already
in top gear
It was an impressive sight. On the esplanade outside the Pavilhão Atlântico, on the eve
of the draw for the final tournament, seventeen enormous footballs (one for each finalist
and one for all) were straining at their leashes. Not surprisingly, a crowd had gathered,
among them the familiar faces of Johan Cruyff and Paulo Futre. It was the legendary
Dutch player who took the microphone and officially launched the Hyundai Goodwill Ball
campaign, stressing how important it is “to take the game to the supporters, to create
team spirit and to show that football can bring people together and help to promote good
behaviour on the pitch and off it.” Johan was the first to sign the Hyundai Goodwill Balls
– well, not all of them. He made a bee-line for the one decked out in Dutch national team
colours, while Paulo Futre headed for the ball wearing the claret and green of Portugal.
It was a vivid demonstration that
Rae-Su Cho, General
Manager of Hyundai, adds
a good-luck message to
the Portuguese Goodwill Ball.
After the ceremony in Lisbon, sixteen of
the balls were shipped off to the sixteen
countries who’ll be competing in the final
tournament and they’ll be back, totally
covered with signatures and goodwill
messages when UEFA EURO 2004™
kicks-off in June. They’ll be re-assembled
in Porto before the opening match and
the Ball from each nation will travel from
stadium to stadium with that team through-
out the tournament.”
“The Goodwill Ball is an important part
of our EURO 2004 campaign,” com-
ments Rae-Su Cho, General Manager of
Hyundai’s Sports Marketing Team. “We first
devised the Goodwill Ball project for EURO
2000 and it was such a success that we
took it into the 2002 FIFA World Cup and
decided to continue with the project at
EURO 2004.”
“The beauty of the Goodwill Ball project
is that it allows you to go into all the
countries that have qualified,” he adds. “It’s
also something different. There is so much
advertising these days that you sometimes
wonder how strongly your message comes
across. So it is good to have a project that

and, since then, the company has taken
giant strides.
“If we talk about our company’s involve-
ment with football, I think it’s true to say
that Hyundai is the only one of the EURO
2004 commercial partners to have its own
team! That’s why former players like Paulo
Futre were at the Goodwill Ball launch in
Lisbon. They are involved with the Hyundai
team in Korea and we like to promote
our own team! Apart from associating our-
selves as closely as possible with our
Portuguese hosts, Hyundai has already
purchased over 5,000 tickets and we’ll be
bringing in distributors from all over the
world to get together and be part of the
event.”
Johan really identifies with our objectives of
maintaining our impetus and our level of
growth. He’s not really a commercial man,
of course. But, as a sportsman, he iden-
tifies with our will-to-win and our desire to
develop into world-beaters. Our aim is to be
among the global top five by 2010 and he
is keen to help to build up our corporate
image and to help us achieve our aims.”
When Rae-Su Cho talks about a young
company, he’s harking back to the birth of
Hyundai Precision Industries in July 1977.
The Hyundai symbol didn’t really burst on
to the automobile scene until the 1990s
12
The Hyundai Goodwill Balls
from all sixteen countries
made an impressive sight at
the Pavilhão Atlântico.
They’re currently dotted
around Europe but will be
back in Portugal for the
opening match of the final
tournament.
The Portuguese Goodwill
Ball collected all sorts of
messages within minutes of
its official launch on the
eve of the Final Round Draw
in Lisbon.
Johan Cruyff puts his signature to the Goodwill Ball.

13
Johan Cruyff launches the
Hyundai Goodwill Ball
campaign at the Pavilhão
Atlântico with the Portuguese
Goodwill Ball in the back-
ground. Not surprisingly,
after finishing his welcome
speech, he made a bee-line
for the Dutch ball …
Johan Cruyff is witness to
a nice contrast between
traditional Portuguese dresses
and a young ambitious
company.
be asking the fans in each of the sixteen
nations who have qualified for the finals to
dream up a slogan for their team. A winner
will be selected and the slogan will then be
incorporated into the design of the team
bus – which Hyundai will be providing. So
the slogan will go with the team every-
where. We’ll also be organising host-
country programmes and promotions in
Portugal with the aim of maximising the
effectiveness of our sponsorship pro-
gramme.”
However, the ‘effectiveness’ of Hyundai’s
involvement with UEFA EURO 2004™ can-
not be measured in the short term. “When
I talk about ‘effectiveness’, says Rae-Su
Cho, “I’m not necessarily talking about
sales of vehicles. It is difficult to increase
sales in an immediate way because a car is
a high-value item. So we can’t talk about
EURO 2000 or EURO 2004 in the same
way as Carlsberg, for example, who can
point to an increase in the sales of their
drinks. Our aim is promotion rather than
selling on an immediate basis and our
sponsorship has the objective of projecting
our brand image and brand awareness in
as strong a way as possible and, at the
same time, to provide some valuable tools
for all our distributors worldwide – to help
with their sales and promotion. That’s our
basic philosophy.”
Mathieu Sprengers,
tournament director António
Laranjo, Gerhard Aigner
and Gilberto Madail, among
others, watch Lars-Christer
Olsson write messages
on the Hyundai Goodwill Ball.
In terms of EURO 2004, apart from the
Goodwill Ball project, we are organising
two other programmes involving all Euro-
pean countries and, in addition, we are
also running a world five-a-side cham-
pionship for amateur players with local
qualifiers, regional rounds, national rounds
and then international rounds to select
sixteen finalists. We’ll then be bringing
them to Portugal during EURO 2004 to
play a final tournament in the Lisbon area.
So, in parallel to the professionals, we’ll be
staging a sort of amateur EURO 2004. The
players will also have the chance to watch
a EURO 2004 match, tour the city and so
on. We hope it will be a great experience
for them.”
Like UEFA EURO 2004™’s other partners,
Hyundai are making great efforts to
establish close and meaningful contacts
with the supporters. “For example, we’ll
The supporters will get a good chance to
see Hyundai’s products in action during
UEFA EURO 2004™. The company will
be providing some 400 official passenger
vehicles to make sure that players,
coaches, match officials, media and spe-
cial guests are in the right place at the
right time. “Several models will be used,”
Rae-Su Cho reveals, “starting with the
Centennial, which is our most luxurious car.
Then we’ll be using the XG, the Sonata, the
Santa Fe – which is one of the top-selling
models at the moment – along with smaller
compact cars, like the Getz, or the Trajet 2
multi-purpose carrier.”
“As we are very young in comparison with
other global car manufacturers,” says Rae-
Su Cho, “there are compelling reasons to
create an effective global marketing policy.

Draw in Lisbon last November. She is now
set to make her first appearance at a final
tournament.
She’s going to play a big role. HELGA
will have to cope with around 40,000 ac-
creditations and has to be ready to cope
with about 1,500 persons per day wanting
to communicate with her from each of the
Accreditation Centres. Fortunately, HELGA
is a web-based system which is easy for
everybody to use and, with any luck, she
will live much longer than the final tourna-
ment in Portugal and be called into action
for all sorts of UEFA events from Con-
gresses to youth tournaments.
HELGA has two different profiles. Her
‘back end’, if she doesn’t mind us men-
tioning it, is the interface used on a daily
basis by the organisers. Her ‘front end’ is
the part she presents to the public via any
internet connection – though, of course,
passwords are required for some areas.
14
Rodolfo Subtil is testing the on-line
accreditation system.
UEFA EURO 2004™ is breaking new ground in several areas – but most of the pioneering
work is going on behind the scenes, unseen and unnoticed by the average spectator.
One of the areas is the massive task of accrediting all the people who’ll be working at the
event, including media, administrators, volunteers and, not least, the teams themselves,
and handling all the logistics related to, say, match ticket allocation for media and guests,
transportation, accommodation, uniforms and all aspects of social events pegged to
the final tournament. For the first time at the European Championship, UEFA is organising
all this via an on-line system. At EURO 2004 everyone has
A date with HELGA
HELGA was conceived just under three
years ago, when the people involved in
media accreditation for UEFA events felt
that it was time to abandon the old system
of listing applicants on Excel worksheets
and sending out all the acceptances or
rejections by fax. By the beginning of 2002
a Media Accreditation On-line System
(MAOS) had been developed in conjunction
with Delta Tre, the Turin-based company
who’ll be supplying items such as on-
screen graphics at EURO 2004. And
having developed a system for the media,
it seemed logical to apply it in other areas
as well. So a Host Event Logistical Global
Application system was devised and
HELGA made her debut at the Final Round
The team behind HELGA –
standing (from left to right):
Christian Hasler (Applications
Co-ordinator, IT Unit, UEFA),
Rodolfo Subtil (HELGA
Support Desk, Euro 2004,
S.A.), Hugo Freitas (ICT
Support Operations, Euro
2004, S.A.) and Sergio
Guimarães (Co-ordinator
Accreditation, Euro 2004,
S.A.). Sitting: Antonetta
Santagata (Media
Accreditation Manager,
UEFA) and Neeltje Hermans
(Accreditation Manager,
Euro 2004, S.A.)

Media accreditation is one of them. It is
a major item on the EURO 2004 agenda.
By the deadline on 15 January, over
2,000 applications had been received from
written-press reporters; almost 800 from
photographers and technicians; and the
EBU report about 3,000 applications from
rights-holding TV and radio networks. Add
in requests from some 50 non-rights-
holding TV and radio stations and we get a
total of well over 6,000.
The figures climbed rapidly when 1,784
written press reporters and 641 photo-
graphers were accredited for the first 16-
team finals at EURO 96, where media
presence increased by 150% with relation
to EURO 92. Stadium configurations in
15
A simulation of a Regional
Accreditation Centre
took place in Lisbon early
in March.
HELGA might be busy at certain times, so it
could happen that applicants would have
to wait some minutes to get through to her
and receive their badges.
Belgium and the Netherlands meant that
numbers had to be capped for EURO
2000, where 1,663 written press reporters
and 593 photographers were accredited,
along with 3,093 TV and radio representa-
tives, 1,958 of them from the host broad-
caster.
Accrediting the media for the tournament
is one thing. Allocating match tickets is
another. UEFA, HELGA and the Press
Officers of national associations are
working together on establishing quotas
and priority lists with a view to being as
fair as humanly possible in the distribution
of match tickets. Even though extensive
media facilities have been built into the
stadiums, most of the 24 group matches
are over-booked – many of them dra-
stically. For the Group B match between
France and England at the Estádio da Luz
on 18 June, there are more than two ap-
plications for every seat in the Press Box
plus 360 requests from photographers.
Portugal’s matches are heavily over-
booked, with 997 reporters and 349
photographers hoping to get into the
Estádio da Luz on 20 June. Germany’s
games against the Netherlands and the
Czech Republic are also heavily over-
subscribed.
If you’re wondering when HELGA can
take a breather, the answer is that she
can’t. The lowest number of applications
corresponds to the Czech Republic v
Latvia match in Aveiro on 15 June, with
‘only’ 313 reporters on the starting grid.
The most hectic period will come prior to
the knock-out matches when thousands
of applications will have to be received
and processed in next-to-no-time. Good
luck, HELGA!

16
Luís Figo
- the Face of a Nation

17
We can say, without exaggeration, that the
Portugal – England match was a very special
night for the Portuguese fans who paid an
unforgettable tribute to one of their favourite
sons. Luís Figo played his 100th game for the
Portuguese national team and Fernando Couto
made a gesture worthy of only the best by
handing his lifelong team-mate the captain’s
armband. It was also a night to remember,
thanks not only to the fast pace of the match
but also to the impeccable behaviour of the
English fans.
Luís Figo takes centre-stage at the Estádio Algarve to celebrate his 100th senior game for Portugal.

In addition to the applause from Fernando
Couto, Rui Costa, Pedro Pauleta, Kinas
and the Portuguese and English fans filling
the Algarve Stadium for the Portugal-
England match, David Beckham, Michael
Owen, Paul Scholes and Frank Lampard
paid tribute to one of the greatest players in
the history of football, Luís Figo. On the day
of his 100th game wearing the Portugal
strip, he must have felt more than ever
before that his country sees itself in its
people’s achievements, be they scientists,
writers or footballers.
After the gifts, pats on the back, deafening
applause from the whole stadium, fire-
works, a friendly hug from Eusébio and
Gilberto Madaíl’s barely hidden emotion,
came the most significant moment of an
unforgettable evening. Fernando Couto,
the great captain, exchanged pennants
with David Beckham, chose the goal they
preferred to attack and then discreetly, as
usual, gave his team-mate the captain’s
armband, which Luís wore for the first half
of the match.
Couto’s gesture reinforced what he had
said the day before at the press con-
ference, “Luís Figo deserves it all!”
And the Real Madrid player repaid all the
attention he received with a typical exhibi-
tion of talented football in a match that
ended in a draw but was full of excitement.
The draw was a fair result, as a victory
for either side would have been too severe
a punishment for the other. Luiz Felipe
Scolari and Sven-Göran Eriksson no doubt
left the Algarve with a few more ideas as to
their choices for the European Champion-
ship, especially in terms of the younger
players.
The match was fast, with total commitment
from the players, and, even though there
18
A historic moment at
the Estádio Algarve as
Portugal and England
prepare to start the first-ever
international to be played
there. The captains Fernando
Couto and David Beckham
line up with Hungarian
match officials Viktor Kassai
(left), Gabor Eros and
Attila Kellerman, aided by
Portuguese 4th Official
Duarte Gomes.
In his capacity as president
of the Portuguese Football
Federation, Gilberto Madail
presented a framed photo
of the national team to Luís
Figo.

were no exceptionally high points, it
showed the class of stars like Figo, Rui
Costa, Pauleta, Beckham and Owen.
The home team managed to score the
equaliser in the second half when they
were 1-0 down after a goal by debutant
Ledley King. Pauleta hit a stunning free-
kick to notch his fifth consecutive goal for
Portugal.
19
No prizes for guessing
which team this youngster
supports.
An English supporter wears
Portuguese head-dress
at the match in the Estádio
Algarve.
Luís Figo and Ashley Cole
keep their eyes on the ball
as the English defender tries
to prevent the Portuguese
skipper from breaking clear.
Team-mates and opponents.
Portuguese No. 7 Luís Figo
gets in a cross despite
opposition from his Real
Madrid CF colleague David
Beckham, wearing the
same number for England.

Last week, in association with TEAM
Marketing AG, Euro 2004, S.A. organised
a workshop to advise staff working at
UEFA EURO 2004™ in Portugal about the
organisational and implementation skills
they will need during the Tournament.
The two-and-a-half-day training package
took place in the Estádio do Dragão as
part of the UEFA Champions League
match between FC Porto and Manchester
United FC. Around 50 people were present
from Euro 2004, S.A. and UEFA, including
venue managers, assistant venue mana-
gers, venue marketing managers, hospital-
ity coordinators, security managers and
accreditation coordinators.
On the TEAM side, the line-up included
Thomas Gurtner (Event Management
Director and Venue Manager trainer since
1996), Ferdinand von Strantz (Project
Leader and UEFA Champions League
Venue Manager and former Manager of
Security and Accreditation) and Michael
Palmer (Event Manager), among other top
TEAM professionals.
Teresa Coelho, Euro 2004, S.A. Training
Project Manager, said that the main goal
of the project had been to familiarise staff
with the procedures they will need to imple-
20
Venue Training
Huge experience from other
UEFA events, not least the
UEFA Champions League,
was discussed by the
participants (from right to
left): Claudia Monteiro,
Jean-François Pathy, Jitesse
Arquissandas (Estádio da
Luz), Jeannette Nussbaumer
(TEAM) and representatives
of ICOM, the signage crew.
Teresa Coelho was very
pleased with the Venue
Training.
Michael Palmer shared his experience as Event Manager
with (in the front row André Apolinário from Aveiro
and Nicolas Fagard) and other staff appointed to work
at EURO 2004.

21
Florin Mitu from TEAM (left)
and Martin Kallen, Chief
Operations Officer of
EURO 2004, stressed the
importance of the height
of the boards and their
distance from the touchlines.
Charles Braun from UEFA’s
Marketing Operations Centre
received a lot of food for
thought.
There was little time to relax during the training
session. Christina Clemente performed a
song, supported by Nuno Cardoso, Liselotte
Kallen and Luís Machado as choir.
Tyson Henly from TEAM
Marketing points out one of
the details for Miguel Silva
(Guimarães), Colin Smith,
Danny Ribeiro, Andrea Ruf,
Luís Machado (Braga), Nuno
Cardoso and Georg Pangl to
be aware of when managing
a venue during the Final
Tournament.
Thomas Gurtner, Event Management Director of
TEAM (left), together with Alexandre Costa, one of
the two Venue Managers at Estádio do Dragão.
Jean-François Pathy from
UEFA checks the positions
of boards with Katian Caria
and Cláudia Monteiro.
ment during matches this summer. “We
developed some presentations, practical
cases and role play mixing theory with
practice,” she commented.
The combined training approach of tech-
nical and ‘soft’ skills was supported by
actual case studies and role-play based
on practical examples from the UEFA
Champions League and other sport events,
mixing television, accreditation, security,
transportation, hospitality, commercial and
media issues with leadership, coaching,
communication and decision-taking qual-
ities.
The workshop participants were split into
Venue Teams to create a more real and
also a competitive environment.
The workshop also offered an invaluable
opportunity for Euro 2004, S.A. and UEFA
staff to gain experience of working in the
same environment and develop excellent
team spirit.
The organisation was very pleased with the
final results. The workshop took place in a
very informal atmosphere and all objectives
were reached. The result was a strong
conviction that excellent service can be
guaranteed on all levels to make this the
best European Championship ever.

22
FLASH
“Maximum
security and
comfort”
for the fans
Security, transparency and
confidence were the key
words at the Workshop that
brought together representa-
tives of the 16 finalists to
discuss the ticket sales policy
for UEFA EURO 2004™ with
Euro 2004, S.A. and UEFA.
Each national association will
be entitled to 20% of the seats
in each stadium at which it
plays. It is necessary to take
steps to prevent the illegal
use of tickets, in line with the
strategy established by Euro
2004, S.A.
According to Ernie Walker,
chairman of UEFA’s Stadium
and Security Committee, “the
public can be sure that they
will find an atmosphere of
maximum security and com-
fort.” He also said that steps
were being taken to ensure
that the sales process ran
smoothly.
Jacob Erel, Director of Com-
petition Operations at UEFA,
added: “A number of measu-
res have been taken to pre-
vent black market sales. There
are strict rules on the sale of
tickets. One guarantee that we
have is the fact that we store
all the details on the ticket
holders, so that we can pass
them on to the competent
authorities if necessary.”
The three participants from
Euro 2004, S.A. – António
Laranjo, Tournament Director,
Martin Kallen, Chief Opera-
tions Officer and Pat Day,
UEFA Liaison Officer – main-
tained an upbeat tone and
guaranteed the fairness and
transparency of the whole
process: “Fans are a vital part
of the event and without them
there would be no festival of
football.”
Pedro Santana Lopes (left), talks to Lars-Christer Olsson, Senes Erzik,
Gilberto Madail and Gerhard Aigner.
Watched by Gilberto Madail,
Senes Erzik presents a UEFA
plaque to the Mayor of Lisbon.
The Mayor of Lisbon, Pedro Santana Lopes, also received a specially-
mounted specimen of the Roteiro ball.
Visit to the Mayor of Lisbon
Workshop for Finalists
A two-day workshop took place in Lisbon on 11 and
12 March 2004 to familiarise the representatives of the
sixteen national associations taking part in this year’s
UEFA European Football Championship with the logisti-
cal details of the final tournament.
The workshop commenced with an opening plenary
session, and continued with the participants splitting
into working groups for more detailed explanations.
Subjects included the details of administration, finance,
accreditation, security, transport, accommodation,
media activities and medical matters at the final tourna-
ment. In addition the technical aspects relating to the
matches themselves were outlined.
Participants from the national delegations included
administrators, security personnel, members of the
technical staff, team doctors and national team press
officers.
On the eve of the Final Round
Draw, prior to the official
banquet, the Mayor of Lisbon,
Pedro Santana Lopes, invited
Senes Erzik, UEFA’s first Vice-
president, Gilberto Madail,
chairman of the Euro 2004,
S.A. Board, Gerhard Aigner,
UEFA Chief Executive, and
his successor Lars-Christer
Olsson, to the City Hall.

23
“euro2004.com”
aims to set new standards
UEFA New Media Editor-
in-Chief, David Farrelly,
and Adrian Harte want
euro2004.com to be the
best tournament sports
site ever created.
UEFA EURO 2004™ is set to be the
biggest-ever sports event on the internet
and euro2004.com will set new standards
for an official event website.
The site will be produced by UEFA New
Media, in association with UEFA and Euro
2004, S.A., the tournament organisers.
Offering in eight languages live match
coverage, up-to-the-minute news cover-
age, exclusive interviews, player diaries,
mobile products, video highlights and live
audio commentaries, the site will build on
the success of uefa.com, the official UEFA
website, to offer the most complete event
coverage.
“Our motto for the event will be ‘Live 4 it’
as we will use reporters on the ground, at
the training camps, in the cities and at
the matches to provide a real feeling of
being at the tournament in order to have

re’s expert verdict on each of the finalists,
a detailed guide to each of the host cities
in Portugal including video footage of
where to go and how to get around, plus
the most detailed history of the competition
available anywhere including match reports
on all 174 final tournament matches.
Indeed, from March, the site will be in full
tournament mode, with euro2004.com the
port of call for fans seeking official tourna-
ment news, squad announcements, injury
updates and all-important venue and travel
information.
euro2004.com will certainly be the place to
be during the final tournament, with a 40-
strong team of journalists and technicians
on site in Lisbon plus correspondents
posted with all 16 teams and at all venues
providing news, reports and live coverage
from Portugal. For the first time, fans will
experience the tournament through a
whole set of multimedia elements using the
latest technologies.
In fact, for the first time, fans will be
available to view highlights of every match
on the official tournament website. In addi-
tion, the site will feature regular interviews
with the key figures in the competition in
daily video magazine shows as well as all
the news direct from the training camps.
The site will offer the best traditional tour-
nament coverage – match updates, match
as much of the colour and excitement
of EURO 2004 and Portugal to users of
euro2004.com,” says UEFA New Media
CEO Alexandre Fourtoy.
UEFA New Media Editor-in-Chief, David
Farrelly, adds: “We want euro2004.com to
be the best tournament sports site ever
created. But even the website only tells
part of the story. With mobile services,
people can keep in touch with the tourna-
ment on the move as there will be video
and photographic services alongside a
WAP version of the site. And with
euro2004.com Action, users will have the
unique opportunity to watch match high-
lights from the event, listen to interviews
and press conferences and delve through
the archives of EURO’s past.”
24
David Farrelly (left) and
Adrian Harte have full
support from UEFA New
Media Chief Executive
Alexandre Fourtoy.
This month, euro2004.com
will be in full tournament
mode and available for all
fans.
The site aims to bring the passion of
Europe’s largest sporting event direct to
users’ desktops. That will start in March
when the final version of euro2004.com
is launched. The site will include detailed
information on all 16 teams, Roger Lemer-

25
reports and team news – but will also bring
the feel of the tournament to fans not in
Portugal. Our video reporters will travel
around Portugal with fans to catch the
EURO buzz, while Portugal’s party atmos-
phere will be captured in our @the event
section.
Add in exclusive player diaries, expert
columnists, live audio commentaries,
chats, forums, games and competitions
all in eight languages and euro2004.com
will be the place to visit before, during and
after the tournament takes place.
The site in numbers
4 Locations: euro2004.com will ope-
rate from four offices in four countries
during UEFA EURO 2004™ – tourna-
ment headquarters in Lisbon, UEFA
New Media’s base in Nyon, together
with its sister UEFA New Media office
in London and an office in Munich
organising mobile products specifically
during the tournament
8 Languages: English, Portuguese,
French, German, Spanish, Italian, Rus-
sian and Japanese
16 Correspondents: a euro2004.com
reporter will be based with each team
to give the latest information direct
from the training camps
31 Matches: each match in the tourna-
ment will have its own multilingual
minute-by-minute report, live match
report and review from the post-match
press conferences
25,000 Pages: The number of indivi-
dual pages that will make up the site,
not counting statistic and data pages
too numerous to count
3,000,000 Users: The number of
users already enjoyed by uefa.com
25,000,000: The number of users
expected to visit euro2004.com during
the final tournament
Eusébio paid a visit to the
Portuguese crew of the
EURO 2004 website (from
left to right): Miguel Abreu,
Rui Pereira, Eusébio, Diogo
Teixeira and Onofre Costa.

27
The Pavilhão Atlântico provided a stunning setting for the big event.

The Draw generated massive media
interest, with capacity crowds in the areas
of the Pavilhão Atlântico reserved for
journalists and photographers. On the
television front, it represented the first big
challenge for EBS 2004, who also reported
‘full houses’ – or ‘100% usage rates’, as
the TV boys prefers to put it – in terms
of commentary positions, presentation
28
The main entrance to
the Pavilhão Atlântico
tells the whole story.
Final Round Draw
A spectacular Show
Having received the European Championship
trophy back from Laurent Blanc, Senes Erzik
hands it to Gilberto Madail for safe keeping
until it is presented to the winning captain on
July 4th.
A capacity crowd on the
photographers’ podium
captured every conceivable
image of the ceremony.
Most fans will remember the results of
the Final Draw. But the Draw itself also
represented a major test for logistics such
as transportation and hospitality, while
the televised ceremony at the Pavilhão
Atlântico offered the Portuguese hosts their
first opportunity to open the window to a
worldwide audience and show the public
exactly what they can do. The result was
a spectacular, polished show, rich in
Portuguese flavours, thanks to Dulce
Pontes, who rammed the ceremony into
top gear with some powerful singing, and
presenters Fátima Campos Ferreira and
Pedro Mendonça Pinto.

platforms and space for back-up vehicles
in the TV compound. But the cameras
were invited to point their lenses in different
directions, as a mosaic of associated
events was pegged to the Draw in Lisbon.
Adidas, for example, launched the Roteiro
– the official ball of the final tournament –
while Hyundai launched some balls of
slightly larger dimensions: the seventeen
gigantic Goodwill Balls that are currently
being adorned with messages by the
finalists’ supporters. The climax of the
Draw posed one crucial question, as
Laurent Blanc, on behalf of the 2000
champions, handed back the trophy. Are
the French simply loaning the cup till July
4th? Or will a different name be engraved
on the trophy?
29
“Don’t drop it!” Eusébio
carefully hands a ball to
Gerhard Aigner.
Serious faces as Lars-
Christer Olsson, flanked by
Laurent Blanc and Hugo
Viana, assigns Croatia fourth
spot on the Group B starting
grid, alongside France,
England and Switzerland.
Hustle and bustle in the Media
Working Area at the Pavilhão
Atlântico after the ceremony had
been concluded.
The giant screens in the
auditorium at the Pavilhão
Atlântico reflect the results
of the Draw.

The Final Round Draw in Lisbon was also
a big event for the UEFA EURO 2004™
sponsors and national partners, offering
them an opportunity to invite guests to
Portugal; to make contact with each other;
to reconnoitre the terrain; to fine-tune their
plans for activities prior to and during the
final tournament; and, by no means least,
to show off some of the products that
they will promoting under the UEFA EURO
2004™ banner.
30
The Draw
a Showcase
for Sponsors and Partners

The ceremony took place in Hangar 6 at
Lisbon International Airport on 6 February
2004 and was attended by representatives
of Euro 2004, S.A., Gilberto Madaíl, Chair-
man of the Board, and António Laranjo,
Tournament Director. The Chairman took
the opportunity to thank TAP for this
gesture, which enhanced Air Portugal’s
reputation as a company that does so
much to wave its country’s flag.
32
Eusébio takes to the skies
Captain Eusébio da Silva
Ferreira alongside co-pilot
(and wife) Flora in the cockpit
of the aircraft that bears his
name.
“Welcome on board” says Gilberto Madail.
Almost twenty years of great football have
been commemorated with two statues of
Eusébio (one in Portugal and the other in
the United States). But the ‘Black Panther’
has now taken flight and given his name to
a TAP Airbus A-319, which will be crossing
the skies of Europe with a picture of the
Portuguese coast on its tail, the UEFA
EURO 2004™ logo, a football pitch and a
name known all over the world for his
football achievements.
The presentation of “Eusébio”, the plane,
was an ICEP initiative as part of the promo-
tion of Portugal as the host of the Euro-
pean Championship. The ceremony was
attended by the godfather, who, in spite of
his reservations about flying, could not
conceal his pleasure. “I am very honoured.
Words cannot describe the feeling of
having a plane named after me to help
promote EURO 2004.” Eusébio experien-
ced a very special moment when he sat in
the cockpit with his wife, Flora, his lifetime
companion.
PHOTOS:FRANCISCOPARAÍSO/Euro2004,S.A.,

Luís Correia da Silva, Secretary of State
for Tourism, António Cardoso e Cunha,
Chairman of TAP, and Líbano Monteiro,
President of the ICEP, were also present.
Cardoso e Cunha affirmed that Eusébio
deserved to be thanked for everything
he had done for his country and for
the Portuguese people and was the only
person ever to have had a plane named
after him while he was still alive. “He has
given us some great moments. This plane
is a well-deserved tribute from TAP and
another way for the company to promote
Portugal.”
And so, one of the UEFA EURO 2004™
ambassadors will be flying the skies and
taking best wishes from Portugal and
UEFA EURO 2004™ all over Europe.
33
“Good health to all who
fly in her”. TAP’s Airbus 320
Crew Manager, Commander
Almeida Carvalho (left) shares
a toast with TAP executive
Fernando Pinto, the
company’s president António
Cardoso e Cunha and
Eusébio himself.
Eusébio didn’t conceal he
was extremely honoured
that the Airbus A-319 had
been named after him.
The Airbus A-319 parked in the hangar, ready
to cross the skies of Europe.

34
Fighting fraud
Gonçalo Moita, vice-president
of Portugal’s Consumer
Institute, with Gilberto Madail
and tournament director
António Laranjo.
Gilberto Madaíl also stressed the dangers
of buying from unofficial ticket sources.
“Anyone buying tickets from unauthorised
sellers runs the risk of getting nothing in
return or of buying counterfeit tickets that
will later be detected at the stadiums.” He
added, “Euro 2004, S.A. will not take
responsibility for any tickets bought under
these circumstances.”
Alexandra de Noronha said that a number
of measures had been taken to prevent this
kind of situation, protecting the interests
of Euro 2004, S.A., and its partners and
customers. “We are strongly committed to
the fight against illegal ticket sales and we
will prosecute any person or organisation
who breaks our rules.” A limit of four tickets
per buyer is one of these rules. Some of the
action already taken has proved success-
ful. “After we intervened, some sites stop-
ped advertising tickets for the champion-
ship”, explained the Director of the Legal
Department.
According to the Tournament Director, the
organisers are also on the watch for
another situation – attempts to buy more
than four tickets by applying simul-
taneously to Euro 2004, S.A. and the
local federation. “When people buy tickets,
we make a note of their particulars and
this enables us to take action if there are
any irregularities.” Cooperation with the
authorities in several countries is another
tool being used to combat fraud.
It is also illegal for travel agencies or
hospitality programmes to offer tickets in
special packages from anywhere but the
official agency, Descobrimentos. The re-
sale of legally acquired tickets is also pro-
hibited.
The headquarters of the Portuguese Con-
sumer Institute was the venue chosen for
the joint press conference held by the
Institute and Euro 2004, S.A. on the illegal
sale of tickets for UEFA EURO 2004™.
There have been recurring incidences of
illegal activities of this nature on the Internet
and in direct offers to companies. Gilberto
Madaíl, Chairman of the Board of Euro
2004, S.A. and of the FPF, Gonçalo Moita,
Vice-president of the Consumer Institute,
António Laranjo, Tournament Director, and
Alexandra de Noronha, Director of the
Legal Department of Euro 2004, S.A., drew
attention to the risks run by fans trying to
buy tickets on the black market.
“It is essential for people to be aware of
the risks they run by buying these tickets.
The risk of fraud is very high and fans are
in danger of being disappointed”, warned
Gonçalo Moita, after confirming that there
are only two legal ways of buying tickets
for the European Championship: the offi-
cial site, euro2004.com, and via the 16
finalists’ federations.

35
The evening of 30 December 2003 witnes-
sed a double debut at the stadiums that
will be hosting UEFA EURO 2004™. The
Boavista FC ground reopened with a
match against Málaga. Five years after the
start of the remodelling work, which was
naturally complicated by the fact that the
pitch was in use all that time, the plaque
was unveiled by Manuela Ferreira Leite,
Minister of Finance, and João Loureiro,
Club Chairman.
Black and white, the club’s colours, domi-
nated the party on the stands and on the
pitch. The celebrations began with the
presentation of trophies to some of Boa-
vista’s amateur athletes. Silver miniatures
of the stadium were then given to Litos, last
year’s team captain, and Valentim Loureiro,
honorary Club Chairman.
The match itself was lukewarm, with
Boavista’s attacks in the first minutes
fizzling out slowly. The substitutions did
nothing to change the outcome of the
game, which ended in a 0-0 draw. So the
15,000 spectators who went to see the
rebirth of a new stadium, ready to meet the
challenges of the UEFA European Football
Championship, did not get the chance to
see the first goal hit the back of Bessa’s
new nets.
The ceremony was part of the club’s
centennial celebrations and ended with a
festival of light bathing the stands and pitch
in gold beams. According to João Loureiro,
“This is a stadium for the 21st century.” The
British-style ground has four separate
stands and seats 30,000 people.
A new Bessa
for the 21st century
Málaga’s Manolo drags
the ball back to evade
a tackle by Boavista FC’s
Raúl Meireles.
Finance Minister Manuela Ferreira Leite, along
with Boavista FC’s chairman, João Loureiro, unveil
the commemorative plaque prior to the inaugural
game.
A spectacular view of the
newly refurbished Estádio do
Bessa in Porto.

On 29 November 2003, Deputy Minister José Luís Arnaut, Pelé,
Kinas and Eusébio all attended the official opening of the AllFootball
Fair, devoted to the sport of all sports – football. Taking advantage
of the Final Round Draw for UEFA EURO 2004™, AllFootball took
place at the Feira Internacional de Lisboa from 29 November to
36
FLASH
Kinas pulled on MasterCard colours to join Jean-Marie Pfaff (left), Pelé,
Eusébio and Jürgen Klinsmann at the MasterCard’s Photo Call.
Portugal’s Deputy Prime Minister José Luis Arnaut, helped Pelé, Kinas and
Eusébio to open the fair dedicated to the ‘sport of sports’.
The adidas Roteiro, named after the log-book used by Vasco da Gama on
his voyages of discovery, was inspected by Gerhard Aigner and Gilberto
Madail after Portuguese internationals Nuno Gomes and Simão Sabrosa
had accepted the invitation by adidas CEO Herbert Heiner (right) to unlock
the ‘treasure chest’ at the official launch ceremony on the eve of the
Final Round Draw in Lisbon.
“Roteiro” – the Match Ball
Roteiro, produced by adidas for all matches in the Final Tourna-
ment, is named after the logbook used by Vasco da Gama, the
famous Portuguese discoverer. The unique and dynamic design
features an aqua metallic base colour, which represents the sky, a
blue globe colour reminiscent of the sea, and silver lines to signify
the co-ordinate system used and perfected by the Portuguese. Its
name, design and reference to Portuguese historical elements will
perfectly match its inauguration at the Final Tournament.
The ball has undergone trials by top players and European clubs
and David Beckham of Real Madrid and England said of the ball:
“The new Roteiro reacts well to my foot. It seems to be dipping a
lot, which is obviously good for me and other free-kick takers. It has
a whole new look and feel. When you’re kicking it, it even sounds
better. No one has ever seen anything like this before. I think it is
great to kick and it’s going to be a great ball to play with.”
PHOTOS:FRANCISCOPARAISO/Euro2004,S.A.
AllFootball
7 December. In addition to the exhibition itself, which consisted of
stands belonging to clubs, Euro 2004, S.A., and Portugal 2004,
S.A., amongst others, the promoter of the event also organised
a five-a-side football championship and a congress to discuss
football issues.

“It’s a question of learning and developing,”
he explains. “One of the things we’ve
learned – or rather, confirmed – is that foot-
ball is the most popular sport. Research
we’ve commissioned has indicated very
strongly the appeal of football. In our con-
sumer areas, it reaches over 70% of our
target audience and in the business-to-
business sector it reaches over 80%. We
can’t get that with any other activity in
Europe. We rested for one Championship
and during that time we took stock of
our sponsorship strategy, execution and
operational requirements. We firmly believe
now that there has to be proper activation
and correct strategy. So, after a little rest,
we are back with a completely different
perspective.”
“The key thing for us at EURO 2004 is the
activation,” James comments. “Having the
sponsorship is one thing. How we activate
it is the really important facet. So, this time,
we are going into it with a ratio of about 4:1
in terms of investment. It means that, this
summer, there will a TV campaign, a press
campaign and a huge outdoor presence
in Portugal, plus lots of activity in the PR
sector, such as ‘golden ticket’ promotions.
We’ve also got a co-sponsorship deal with
37
Canon is back
with a bang
After over twenty years with
the company, James
Leipnik is currently Canon’s
Director of Communication
& Corporate Relations.
James Leipnik and Ruud
Gullit present one of Canon’s
products.
adidas so that supporters can get a match
ball when they buy our products. That’s
been especially satisfying – the way we’ve
been able to work with the other sponsors.
And in that area, it’s really good to receive
so much input and support from the central
team at UEFA.”
However, Canon’s ‘second honeymoon’ is
set to last far beyond this summer, via the
company’s involvement in the UEFA Cham-
pions League, the European Under-21
Championship and the European Women’s
Championship. “That’s right,” says James
Leipnik. “For us, EURO 2004 comes in the
Canon’s partnership with UEFA dates back to the first eight-team final tournament of the
European Football Championship in 1980. Yet, four years ago, when the ball started
rolling in Belgium and the Netherlands, it was a case of drinking a toast to absent friends.
But Canon are now back with a vengeance. On 27 January 2003, Canon’s president and
Chief Executive Officer, Hajime Tsuruoka was in Geneva to announce that the company
was boarding the good ship UEFA EURO 2004™ and, at the end of February 2004,
Canon confirmed that they are also back in the UEFA Champions League line-up as
from next season. We headed for Canon Europe’s headquarters on the western outskirts
of London and asked James Leipnik, Canon’s Chief of Communication & Corporate
Relations, to explain why the company left and why
PHOTOS:CANON

our relationship with UEFA,” James Leipnik
predicts. “We are hoping to create some
‘best practice’ this time and then use this
as a basis for future involvement.”
“I won’t jump the gun by revealing our
creative approach to EURO 2004 but we
have a very strong idea which, at the same
time, is very straightforward. We’re very
excited about it and convinced that it will
say very clearly to the fans exactly why
Canon is involved. Our objective has been
to look at the event with the eyes of the
supporters – the ones who are in Portugal
and those who will be watching on TV. It’s
very important that we create a good
connection to the supporters, rather than
just have our signs and our advertising
boards. We want to show how deeply
Canon are engaged in the game of football.
We hope that the supporters will want to
connect with the Canon brand as much as
we want to connect with the EURO 2004
brand. We think the project is absolutely
unstoppable!”
“Our three-year plan means that we won’t
necessarily be looking for increased sales
on a short-term basis,” James Leipnik
adds. “A large part of the plan is about
sales growth. We have some fantastic,
absolutely stunning products – in fact, in
our consumer business we are launching
a new product every four days this year. A
lot of activity will be in the digital camera
sector. This year is offering us a festival of
sport and to create images using digital
photography is a natural instinct. Anybody
who has embraced digital photography
quickly learns that it makes photography
everything you ever wanted it to be – and
without too much hard work. You not only
shoot pictures but you become your own
digital laboratory. It’s creative, it’s quick, it’s
instant, you can e-mail your friends, post
images on the web … Although we’re
talking about a very high technology, it
enhances a person’s creativity – and I
find that combination of technology and
creativity absolutely compelling. So, in that
sector, we are expecting our product sales
to increase dramatically during 2004, with
EURO acting as the catalyst to spark off
sales.”
middle of a three-year plan and having it at
the core of our programme has created
enormous focus and excitement. One of
the most satisfying things is that the
response from our internal stakeholders
– the different business units within Canon
– has been phenomenal. I haven’t had to
persuade any of them to engage them-
selves fully into the project because they’ve
been so keen to be part of it. We’ve been
starting and ending all our meetings with
football themes. In Vienna recently, all the
country presidents and senior managers
had to come themed for a dinner and most
arrived in football strips with messages
telling us how France, Spain or Portugal
are going to be the champions. It was great
to see how fully our senior executives are
engaged on the project.”
38
James Leipnik and Ruud
Gullit with the trophy during
a visit to one of the EURO
2004 venues, accompanied
by UEFA Chief Executive
Lars-Christer Olsson.
Canon takes pride of place
on the scoreboard in the
Stadio Olimpico at a UEFA
Champions League game
between S.S. Lazio and FC
Dynamo Kyiv in September
1999. On 24 February 2004,
Canon confirmed that they
are re-entering the com-
petition as official supplier
and renewing a relationship
that started in 1995.
Canon’s back-with-a-bang approach
means that their presence at UEFA EURO
2004™ is much more than advertising
boards at the stadiums and support
services for the Canon gear used by a
hefty percentage of the photographers
who’ll be accredited for the event. “We are
sure that EURO 2004 will be benchmark
for our sponsorship of football events and

39
At the same time, the company will be
treating thousands of guests to the ‘Canon
Experience’ in Portugal. “We’ll be inviting
7,000 and aim to give them an unforget-
table experience from the moment they
start their trip till they arrive back home.
Our arrangements for the final are stunning.
We’ve got the Concert Hall in Lisbon and
we’re holding a gala party for 740 guests
on the Saturday. I can’t say too much at the
moment, but the entertainment and the
Many of the photographers and agencies
who cover UEFA Champions League action
do so with Canon equipment.
Canon were in the front line when Oliver Bierhoff
headed the first of the two goals that allowed Germany
to beat the Czech Republic 2-1 in the EURO 96 final
at Wembley.
Canon was on the pitch during the 1990 World Cup
in Italy when Czechoslovakia with Vladimir Weiss (right)
beat Austria with Gerhard Rodax 1-0 in Florence.
On 25 June 1988, Dutch
captain Ruud Gullit received
the trophy after the final
against the USSR. “We used
Ruud Gullit as our ambas-
sador when we announced
our involvement in EURO
2004,” recalls James Leipnik.
“Fantastic! He has lifted the
trophy; he’s very much con-
nected with the game; he’s
deeply involved with youth
football in the Netherlands;
he’s got an exciting future;
he speaks four languages
and he’s always got plenty
to say in all of them! We’ve
been delighted with him
and even more delighted
that he’s agreed to be our
ambassador at the final.”
“We’ve also had very good co-operation
with UEFA on web-site activity,” James
Leipnik adds. “On the link from
euro2004.com, we’ve set up the Canon
Photo Gallery where, up till May, amateurs
can post their images showing the passion
and spirit of football – with digital cameras
as prizes. Then we’re going to invite
professional photographers to do the
same during the final tournament, with
supporters voting for their favourite image.
We’re very pleased with that initiative.”
Like other partners such as Hyundai,
Canon are also participating in UEFA EURO
2004™ as suppliers. “What we are setting
out to demonstrate is how a huge project
like EURO 2004 has to be managed in
terms of information and documentation,”
James explains. “A Media Centre, for
instance, is an especially dynamic environ-
ment, so we’ve created special technical
teams to come up with business solutions
rather than just supplying hardware – and
I’m confident that our solutions will help
the tournament’s information machinery to
run smoothly.”
themes for the evening are phenomenal.
It’ll be a truly international event with
customers from all over Europe, the Middle
East and Africa – plus VIPs from Tokyo as
well. It will be the climax of our presence
in Portugal.”
“We’re also organising an internal pro-
gramme,” James Leipnik adds, “with, for
example, a competition to design an
exciting front cover for the special EURO
2004 issue of our ‘You Can’ staff maga-
zine, with a pair of tickets for the final as
the prize. There’s a tremendous air of
excitement within the business and, for
example, Kinas is travelling to visit our staff
in different countries. So, for us, EURO
2004 is simply fantastic because we’re in
close contact with the consumers and with
the business community. The champion-
ship creates such a profile that I don’t see
how we can fail.”
PHOTO:MATTHEWASHTON/EMPICS
PHOTO:PETERROBINSON/EMPICS
PHOTO:GETTYIMAGES

40
A victory for the
Algarve
Although the first major inter-
national match to be played at
the Estádio Algarve was the
1-1 draw between Portugal and
England played on 18 February,
the brand-new stadium was
inaugurated with a match
between the teams representing
the two towns who are sharing
the ground – Louletano of Loulé
and Sporting Farense from Faro.
Miguel Paixão from Farense
is challenged by Della
Pascoa from Louletano.
takes to hold the best European Cham-
pionship ever. I am happy that football has
finally arrived at the last of the stadiums.
The inaugural phase has finished in style.”
The mayors of the two cities involved in the
project also expressed their pride and joy
with their new stadium and the way the first
football match went, calling it a real test in
terms of preparation for the European
Championship games.
In spite of Louletano’s victory, funda-
mentally it was the Algarve that won with
the construction of this ground, located in
a sports complex called “Cities’ Park”. It
will provide the region with exceptional
facilities for all kinds of sports.
After being officially opened on 23
November 2003 at a ceremony involving
several important personalities and a fire-
work display, the Estádio Algarve finally
saw its first football match.
New Year’s Day 2004 was the date chosen
for the game between Farense and
Louletano, the first sports event at the
southern-most stadium of UEFA EURO
2004™. It was a clash between the two
host cities that had joined forces to build
the complex.
The event began with the schools of the
two clubs filling the ground with colour,
music and fun. The crowd was entertained
with demonstrations of capoeira, gymna-
stics and dance before a multimedia show
with a regional flavour, just like the match.
Although it was a friendly, the match was
taken very seriously with both teams
playing to win for the whole 90 minutes. It
was Louletano that scored the first goal in
the new stadium, from a direct free kick by
Bráulio after 40 minutes.
António Laranjo, Tournament Director,
attended the ceremony and could not
conceal his delight. “We have everything it
Loulé with 60,100 and Faro with 58,600
inhabitants share Estádio Algarve with a
30,000-capacity.
PHOTOS:Euro2004,S.A.

The next step, beginning in March, is to
market the products in Europe – notably
in Spain, France, Great Britain, Italy and
Germany – and Asia, especially Japan,
Korea and Thailand. By the end of March,
products will be available online at
www.store.euro2004.com. In April, a new
boost will be given to the advertising of
official UEFA EURO 2004™ articles with
the launch of a campaign on TV, in the
press and outdoors, in addition to promo-
tions at points of sale.
For Ângelo Brou, an executive member of
the Board of Directors, “This is another
stage in making this the best-ever EURO.”
The initiative “will further enliven the festival
that is EURO 2004”, enabling collectors to
buy “excellent-quality products that clearly
show the nature and importance of foot-
ball.” Finally, Brou recalled the recent issue
of coins commemorating UEFA EURO
2004™.
“The official licensing programme is an
essential part of the organisation,” said
Alan Ridley, Senior Director of the UEFA
Marketing Operations Centre. “UEFA wants
all the fans to be aware of the size and
importance of the event.” He added “Since
the beginning, UEFA has chosen licensed
companies from Portugal, so that the
country feels more involved and identified
with EURO 2004.” They are “new, creative,
daring and varied products”.
The ceremony ended with a fashion show
showing some of the products.
41
The best ever
Euro merchandising
Ângelo Brou, executive
member of the Euro 2004,
S.A. board, is flanked
by Alan Ridley, UEFA’s
Senior Manager for Sales,
Marketing, Sponsorship
& Licensing (left) and
Bernardo Faria de Carvalho,
Warner Bros. Consumer
Products Commercial
& Marketing Manager, at
the press conference held
in Lisbon in February.
Ângelo Brou displays
Europe’s first 8 euro coins,
minted especially for UEFA
EURO 2004™.
Some of the official
products designed by
Warner Bros.
PHOTOS:FRANCISCOPARAISO/Euro2004,S.A.
The official line of licensed UEFA EURO
2004™ products was presented in Lisbon
on 10 February. The launch was a joint
effort by Euro 2004, S.A. and Warner Bros.
Consumer Products, the licensing com-
pany selected by UEFA.
Bernardo Faria de Carvalho, Commercial
Director of Warner Bros. Consumer Pro-
ducts, made a detailed presentation of
more than 2,000 products, which will rise
to as many as 3,000, developed by 28
sublicensed companies. Fabrics, home-
ware, footwear, ceramics, toys, key-rings,
and small souvenirs are some of the
articles already available in Portugal. The
merchandising products are divided into six
different categories: National Pride, Street,
Fashion, Event, Photographic and Kinas
Character. They have all been designed to
bring the fans closer to the event and to the
spirit and celebration of football.
Supermarkets, airports, handicraft shops,
tourist offices, GALP service stations,
kiosks, post offices (CTT) and BPI
branches are some of the 1,750 outlets
where people will be able to buy official
UEFA EURO 2004™ products.

42
Footballis passionate
-without any logic
Mário Coluna, second from
right, warms up alongside
António Yuaga (left), Eusébio,
José Aguas and Domiciano
Cavem during a training
session prior to a World Cup
qualifier against England in
October 1961.
Watched by José Águas (left) and Costa Pereira,
Eusébio plants a kiss on the Champion Clubs’ Cup
held by Mário Coluna in the SL Benfica dressing-room
at the Olympic Stadium in Amsterdam after the 5-3
win over Real Madrid CF on 2 May 1962.
There are players who symbolise the spirit
of Portuguese football and, even though he
wasn’t born there, Mário Coluna is one of
them.
Born in Mozambique on 6 April 1935, he
soon stood out from the crowd, not only
as a footballer but also an accomplished
sprinter and high-jumper. He emigrated to
Portugal in 1954 and went on to leave
indelible marks on the history of SL
Benfica, where he won nine league and five
cup titles. He also helped the ‘eagles’ to
record their two Champion Clubs’ Cup
triumphs in 1961 and 1962, scoring a
goal in each of the epic finals against FC
Barcelona and Real Madrid CF in Berne
and Amsterdam.
Mário Coluna also represented Portugal
on 57 occasions, scoring eight goals, and
was the national team captain from 1962
PHOTO:BARRATTS/ALPHAPHOTO:L’EQUIPE

43
Mário Coluna displays a poster inviting fans to watch, free of charge, a match played
in honour of the ‘Magriços’ – the heroes of the 1966 World Cup.
PHOTO: FRANCISCO PARAÍSO / Euro 2004, S.A.

to 1968 – a spell which included the
memorable run to the bronze medal at the
1966 World Cup finals.
His current post as president of the
Mozambique national association confirms
that Mário Coluna has never forgotten his
roots. But he makes no secret of whom he
will be supporting next year…
“It was an immense joy when Portugal got
to organise this tournament. It’s the first
time that the country has hosted such a big
event. I know I am the president of the
Mozambique federation but my sporting
career started and ended in Portugal, so I
identify totally with the country and, after
all, my father was Portuguese. So it’s as if
44
The Portuguese team that
played Scotland in a friendly
in May 1955. Standing:
Gomes, Caldeira, Caiado,
Carvalho, Passos, Graça.
Kneeling: Aguas, Coluna,
Martins, Travassos and
Matateu.
Watched by Italian referee Concetto Lo Bello, SL Benfica’s
captain Mário Coluna (right) exchanges pennants with
Manchester United’s Bobby Charlton prior to the 1963
European Champion Clubs’ Cup final at Wembley.
it were my own country. I was born in
Mozambique but brought up in Portugal.
So I really have two homes countries.”
Are the footballing cultures basically the
same in both countries after so much
inter-relationship in the past?
“Yes indeed. In Mozambique and Portugal
there is the same passion for the game,
especially bearing in mind the historical
links between the countries. It’s a curious
phenomenon that in Mozambique the
people still live very intensely everything
that happens in Portugal – not only in
football but in other sports.”
Do you agree that Portugal provides
Europe’s closest equivalent to the Bra-
zilian way of playing the game?
“I think there are similarities with Portu-
guese football, but it can be no secret that
Brazilian football has more overall strength.
There may even be similar levels of skill
but I think Brazilian football is even more
passionate than the Portuguese.”
You were immensely successful at Ben-
fica. Does it frustrate Portuguese sup-
porters that success at club level has
not been mirrored by success for the
national team? Can it be interpreted that
Portuguese football sometimes focuses
too much on playing attractive, romantic
football instead of trying to combine good
play with results?
“Benfica, Sporting and Porto have won
titles but it’s a sad truth that the national
team hasn’t. Fortunately, there’s no logic in
football and the best teams don’t always
win. It’s just the team that scores more
goals. I think Portuguese teams always
play with the objective of winning and it
would be totally wrong to say we have
concentrated on playing attractive football
rather than getting results. We haven’t
always obtained the results we would have
liked but we have been very, very close to
success.”
PHOTO:TOPHAMPICTUREPOINTPHOTO:SYNDICATIONINTERNATIONAL

45
The SL Benfica team that
beat Tottenham Hotspur FC
3-1 at home – and 4-3 on
aggregate – in the semi-final
of the 1961/62 Champion
Clubs’ Cup. Standing:
Ângelo, Mário João, Cavém,
Cruz, Germano, Costa
Pereira. In the front row:
José Augusto, Eusébio,
Aguas, Coluna and Simões.
Mário Coluna (fourth from the left) watches anxiously as
Hungary’s Florian Albert heads for the Portuguese
goal during the 1966 World Cup match at Old Trafford,
Manchester. Portugal won 3-1.
José Augusto, Mário Coluna, Eusébio,
Hilário da Conceição and António Simões.
“No, I didn’t know Eusebio before he ar-
rived at Benfica because I left Mozambique
in 1954 when he was only 12. Our coach
Béla Guttmann knew him before I did! A
Brazilian team, Ferroviario, went to play in
Mozambique in 1960 and the coach of that
team had been trained by Béla Guttmann
in São Paulo. Béla Guttmann heard some-
thing on the grape-vine and asked about
Eusebio. The reply was that if they had had
enough money, they would have imme-
diately taken him to Brazil. When I first saw
him, I realised immediately how good he
was. The funny thing was that he had
brought a letter with him from his mother,
asking if I could be a tutor to him and look
after him while he adapted to life in
Portugal.”
Is Mozambique still producing great foot-
ballers like you and Eusébio?
“Football in Mozambique is like a baby that
is gradually growing up. It still needs to be
fed by the government and financed by the
big companies. We cannot forget that the
country has been badly affected by two
wars, so there is a lot of work to be done. I
have been the president of the national
association for five years and I have to say
that the job is really tiring. But I will be
staying for another three years.”
Can the current Portuguese team achieve
the success that so narrowly eluded you?
“The Portuguese team will have to get itself
organised – better than in the World Cup.
We needed a coach with international
experience because we have some good,
skilful, experienced and mature players.”
Are you thinking particularly about the
team you captained during the 1966 World
Cup finals in England, when you finished
third?
“I have to say that the highlight of my
playing career was the 1966 World Cup
and the only reason that Portugal didn’t win
it was that football has no logic. Then there
were the finals that I played with Benfica
and didn’t win. I tell you one thing – it’s a
pity they were all such a long way from
home – we never played a final in Portugal,
which would have been something really
special.”
You were also friend and mentor to
Eusébio, who still holds the goal-scoring
record for the national team with 41. Like
you, he was from Mozambique. Did you
know him before you went to Portugal?
PHOTO:S&G/ALPHAPHOTO:TOPHAMPICTUREPOINT
PHOTO:FRANCISCOPARAÍSO/Euro2004,S.A.

46
FLASH
Canon, a world-leading provider of imaging technology solutions,
has also become an official supplier of the UEFA Champions
League. The signing took place in Munich prior to the FC Bayern
München – Real Madrid CF match last month. The three-year deal
will run until the end of the 2005/06 season, during which time
Canon will supply UEFA with a range of digital imaging products
including digital still cameras, printers, copiers and faxes. Canon is
already an official partner of the UEFA EURO 2004™ final tourna-
ment.
“I am thrilled that Canon will be an official supplier of the UEFA
Champions League”, says Lars-Christer Olsson, UEFA Chief
Executive. “In conjunction with its involvement with EURO 2004,
this decision demonstrates Canon’s long-term commitment to
partnering UEFA and supporting football at the highest level.”
“This agreement renews Canon’s historic ties to football which span
more than 20 years”, says Hajime Tsuruoka, President and CEO of
Canon Europe. “The decision to become official supplier of the
UEFA Champions League is part of our wider sponsorship strategy
to support what we believe to be one of the world’s most creative
and dynamic sports.”
Money well spent
Herminio Loureiro, Secretary of State for Youth and Sports, invited
to be part of a TV programme broadcast by SIC focusing on EURO
2004 and a hundred days to kick-off for the European Football
Championship, maintained that the government “believes that the
benefit that will come from the competition will more than com-
pensate for the investment made.”
The country will profit from staging this event – the investment
made in the construction of different infrastructures and the media
exposure offer the opportunity to promote Portugal. The Secretary
of State declared that the construction of access routes to the
stadiums is going well and everything will be ready on time.
UEFA is now turning its focus to wireless content. The next genera-
tion of wireless networks and handsets gives UEFA the opportunity
to bring its events even closer to the football fan. UEFA has chosen
two leading companies in this field, TMN and T-Mobile to bring this
vision to life.
The services range from up-to-date information services to fun and
game content for the fans and include: 1) Near-live video goal clips;
2) Photo slide shows; 3) Games; 4) EURO 2004 ring tones
For the first time UEFA will be able to send near-live video clips to
mobile phones, enabling football fans to still be part of the game
wherever they are.
The presentation demonstrated UEFA’s continued efforts to reach
football fans worldwide and provide unparalleled, comprehensive
coverage of UEFA events on every platform. This started first with
the re-launch of uefa.com two years ago. Today, millions of fans
visit uefa.com every month to immerse themselves in UEFA com-
petitions. euro2004.com has already been launched, and UEFA
expects up to 25 million fans to visit the site throughout the event
this summer.
“How are Portugal doing?”
Gilberto Madail watches a
demonstration of T-Mobile’s
options.
Supporters will be able to watch match highlights via T-Mobile.
Hajime Tsuruoka and Lars-Christer Olsson at the Olympiastadion
in Munich.
Closer to the Fan
Canon E X P A N D S
partnership with UEFA
PHOTO:FABIOBOZZANI

Broadcasters are being offered a choice of
‘raw’ footage or a series of programmes
edited down to a duration of 26 minutes
by the EBU. But it’s not entirely about foot-
ball. In each programme there is a story
reflecting UEFA activities and a UEFA
theme – which is a spot of around 30 se-
conds reflecting UEFA’s partnerships with
charity projects run by the International
Committee of the Red Cross, Make-A-
Wish, Special Olympics or Fun Football
Schools, plus features on Fair Play, Unite
Against Racism and UEFA’s Jubilee.
But pride of place goes to some 70 inter-
views with the people who had made a
significant contribution to the development
and the popularity of the European Cham-
pionship. It took about a year and Lord
knows how many air miles to film them.
Sadly, some couldn’t be done. One of the
greatest, Russian goalkeeper Lev Yashin,
played a major role in the early days of
the competition and was a member of the
first winning team in 1960. Even so, it was
wonderful to speak to his widow, find out
what he was like as a person and evoke
memories of the early days of the com-
petition.
47
Straight From
The Horse’s Mouth
The Soviet Union captain
Igor Netto lifts the European
Championship Trophy
after the 2-1 win against
Yugoslavia in the first-ever
final in 1960.
The trophy in safe hands: USSR goalkeeper
Lev Yashin is leaving the old Parc des Princes
in Paris after the ceremony in 1960.
When UEFA and the EBU reached an agreement for the TV rights at UEFA EURO 2004™
they also agreed to something completely new – a project for UEFA to produce sixteen
promotional TV programmes to be shown worldwide by all the partners who have
acquired the rights to televise the final tournament in Portugal. The programmes are
based on the history of the European Football Championship and, of course, pictures of
past tournaments are not much of a problem – though coverage of the first three finals
is pretty sketchy. But UEFA’s challenge was to bring the pictures to life by talking to the
players, coaches and referees and getting the stories
PHOTOS:L’EQUIPE

the first of about twenty questions, he
spoke for about twenty minutes and, in
the process, answered seventeen of the
questions.
Then there was Marco van Basten. Deeply
affected by the events that provoked his
premature retirement, he hadn’t done a TV
interview since. But we were keen to talk to
one of the all-time greats and one of the
most complete footballers ever to grace
the tournament. When Marco learned what
it was all about, he said “that’s different. If
it’s a programme about the history of the
competition, I’d like to be in it.” In front of
the camera, he said “I’m sorry but you’ll
have to remind me how to sit and which
way to look because I haven’t done a TV
Interview for so many years that I’ve for-
gotten how to do it.” It was a pleasure to
hear him talk about the goal in the 1988
final that is probably the best ever seen in
the European Championship.
The interesting thing was that the players
and coaches were all hooked on the idea of
talking about their experiences, no matter
how much time it took. They enjoyed
bringing back all the fond memories.
Sometimes it was difficult to stop them. At
the same time, a lot of them didn’t quite
know what to say. They said they would
like to take part in the programmes but
weren’t sure how much they remembered.
Gianluca Vialli for example. He was more
than willing to talk but didn’t know what to
say. So we prepared some questions.
When he heard the first, he talked for
several minutes, suddenly remembering
everything. The same happened with Dino
Zoff, who played roles at the 1968, 1980
and 2000 tournaments. In response to
48
The Soviet and Spanish
captains, Valentin Ivanov
and Fernando Olivella, shake
hands before exchanging
pennants prior to the 1964
final in Madrid. Spain won
2-1.
Antonin Panenka chips in the
ball to give Czechoslovakia
their 5-3 penalty shoot-out
win against Germany in 1976.
Gerd Müller scored two goals in
Germany’s 3-0 win against the Soviet
Union in the 1972 final in Brussels,
but didn’t succeed with this header.
With two minutes to play, Horst Hrubesch
beats Jean-Marie Pfaff with a header to secure
Germany’s 2-1 win in the 1980 final against
Belgium.
PHOTOS:L’EQUIPE
PHOTO:BOBTHOMAS/POPPERFOTO

The footage sent to the broadcasters is
probably hundred times as much as they
will be able to include in their programmes
– even though the package will now
include four additional programmes, based
on interviews with the coaches of the
sixteen finalists, to preview the tournament
in Portugal.
Some excerpts will be included in the
official UEFA EURO 2004™ Tournament
Programme so that the fans will have a
chance to read what the heroes had to
say. For UEFA, making the programmes
has been a labour of love – not least the
love for the game that can be felt in all the
interviews. While the tournament is being
played in Portugal, UEFA will be celebrating
its 50th birthday. But the idea is not to
spend fortunes on partying. UEFA prefers
to direct as much income as possible into
the development of the game and investing
49
Michel Platini lifts the trophy
after having scored nine
goals at EURO 84 and
helped France to beat Spain
2-0 in the final.
Marco van Basten celebrates
one of his three goals in the
Netherlands’ 3-1 win against
England at EURO 88.
Jürgen Klinsmann lifts the trophy after
Germany’s 2-1 win against Czech Republic
in the EURO 96 final at Wembley.
Didier Deschamps celebrates the EURO 2000
success with Zinedine Zidane, Marcel Desailly
and Thierry Henry.
in future generations. Producing the series
of TV programmes not only provides a
permanent record of the European Cham-
pionship but, hopefully, helps younger
generations to appreciate the rich heritage
of Europe’s top national team competition.
PHOTO:PERKJÆRBYE
PHOTO:PERKJÆRBYE
PHOTO:MIKEHEWITTPHOTO:TONYMARSHALL/EMPICS

involved in this workshop, I am certain
that Portugal will not only be seen as a
welcoming country, but also as a modern
nation in all aspects.”
António Laranjo, Tournament Director,
stated his complete faith in the success of
the security operation for EURO 2004™:
“The results of these tests have been very
positive. This serves to demonstrate the
immense work that is being done at the
moment by Euro 2004, S.A. in close col-
laboration with the national authorities.”
50
Security Workshop
Manchester United fans at
Estádio do Dragão at the
UEFA Champions League
match against FC Porto on
25 February 2004.
General Leonel de Carvalho, Jacob Erel
and António Laranjo felt comfortable after
the security workshop.
The security workshop for UEFA EURO
2004™ took place in Lisbon on 26th and
27th February. Present were representa-
tives from the National Security Committee
for EURO 2004™, the Police and GNR, as
well as those responsible for security from
UEFA and Euro 2004, S.A.
The results focused on the test matches
in which Euro 2004, S.A. has played an
important role, the Portugal v England
friendly and the UEFA Champions League
match FC Porto v Manchester United FC.
Jacob Erel, Director of UEFA Competitions
Operations, declared that Portugal is
ready to welcome foreign fans: “To have
thousands of people, from different
countries, cultures and mentalities in one
place is a great challenge. I am confident
based on what I have seen over the last
few days, that everything is on target to
make this a great tournament.”
General Leonel de Carvalho, Coordinator
of the National Security Committee for
EURO 2004™, agreed: “Having had the
opportunity to observe the test matches
that have taken place as well as being
PHOTO:EMPICSPHOTO:Euro2004,S.A.

51
Against violence
in sport
“If that weren’t the case, this sport
wouldn’t be called football.”
João Cortes
“Today’s young people are tomorrow’s
players and football is a sport not a fight.”
João Galhano
“If we stop experiencing the joy of football,
we go on to experience the sadness of bad
sportsmanship.”
João Gonçalo
“NOOOOOO!”
João Pires
“I don’t want to see the ties of friendship
between fans and supporters broken.”
Oulematou Kaloga
“It is a friendly game and not an aggressive
contest.”
Renata Vaz
“Sports are there to live and enjoy and not
to disappear and for people to die.”
Rodrigo Serrano
“Football is a game of emotions not of
fights.”
Tiago Vicente
“We can still make what was a free-for-all
into a healthy game of football.”
Vanessa Marques
“The teams and the fans are there to play
and cheer not to fight and shout insults.”
Vítor Lopes
A group of pupils in the 9th Grade at
Escola E.B. 2,3 Ruy D’Andrade (in
Entroncamento) has sent a letter of intent
to Gilberto Madaíl, Chairman of the Board
of Euro 2004, S.A. and of the FPF, in which
they appeal for non-violence in EURO
2004. We could not ignore this initiative,
so here are the reasons why these young
football lovers don’t want any violence
during EURO 2004:
“I’m proud of my peaceful Portugal.”
Alexandre Jacinto
“I’m tired of watching acts of aggression all
the time.”
Ana Catarina Santos
“If we want to change something that is
wrong for tomorrow, we have to give it
priority today.”
Ana Catarina Meireles
“I believe that it’s not too late to change
the situation but take care, as there is not
much time left.”
Ana Rita Martins
“A football pitch does not have to be a
wrestling ring. It should be a place of vibra-
tions and excitement.”
Carlos Ricardo
“Football is not aggressive; it is healthy
competition.”
David Vieira
“The greatest strength of character is
shown by abstaining from violent atti-
tudes.”
Graça Suzete
“The soul of football isn’t violence, it’s fair
play.”
Inês Pires

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