One of the most stark examples of national unity and respect came from Japan during the Soccer (Football) World Cup of 2022. Not only did their team leave their facilities and dressing room in perfect condition, but fans spent time helping with the cleanup effort after their team had finished playing.
This is a far cry from many other national attitudes and teams where, as the Euros are being played at the time of this writing, many areas of Berlin are being covered in waste, violence can abound, and a heavy police presence is not only preferred, it is necessary.
Of course, any event that garners this much attention will no doubt sow discord. To expect tens of thousands of fans to behave perfectly would be naive, and the net good of hosting a sports tournament, especially for the local economy, is hard to argue with.
Many sporting bodies and international sports organizations are using this event as an opportunity to gauge national attitudes. While labeling any fans of any nation as one undivided group is absolutely incorrect, it has taught some lessons about how to get the best from crowds, how to incentivize good behavior, and also how to apply appropriate accountability measures going forward.
Here is what they’ve learned:
Facilities Are The Foundational Component
When thousands of fans gather in one place, well-prepared facilities are an obvious requirement. Having enough toilets, food stands, and trash cans is of essential importance, but it’s also important that capacities are measured and over-attendance doesn’t cause issues. While this might not limit how many people can arrive and stand outside of the stadium without tickets, appropriate management of ticket sales and reselling is key to prevent the venue going over capcity.
Moreover, no one likes waiting in long lines to use the bathroom or buy a snack, and so this process not only increases safety, but the user experience. It also helps maintenance crews, as when there aren’t enough trash cans around, people might just drop their litter on the ground.
Event organizers also consider and track how many tickets are being purchased by different fan groups. Not all countries are as connected to their footballing culture, even if that team qualifies. This can help them prepare in advance.
Moreover, making sure resources are in place is key. For example, when printing custom plastic cups for drinks alongside a recyclable program, you can offset the disposable impact of an event, because these cups can be collected and recycled after the game. It’s a win-win situation – less trash on the ground and it’s better for the environment.
All these little things add up. When fans are comfortable and have what they need, they’re usually happier and better behaved. It’s like when you’re at home – if everything’s in its place and you’re comfortable, you’re less likely to feel uncomfortable or frustrated, emotions that can be dangerous in a crowd. Same idea here, just on a much bigger scale.
Experimenting With Positive Cultural Exchange
Huge sporting events bring people from all over the world together, even in the spirit of competition which can sometimes generate notoriously bitter feelings. Event organizers are keenly aware, however, that geopolitical relationships are defined and influenced long before and long after their event takes place. Yet it does affect them.
Sometimes, when people from different countries meet, there can be misunderstandings or even arguments both related and unrelated to the game. Peaceful cooperation and cultural exchange has now been considered a great way to encourage fellow feeling before the competitions really heat up.
A Sporting Attitude
A more common introductory effort is is setting up special areas where fans from different countries can hang out together before the game. These places might have food from different countries, music from around the world, and fun activities to keep people busy during waiting periods. The idea is to help people see that even though we might cheer for different teams, we’re all just people who love sports. Some cities are taking this even further. They’re organizing city-wide festivals during big tournaments. These festivals celebrate the cultures of all the countries taking part in the event, and encourage pride and national expression through a healthier means. These measures also placate those who arrive at the event city without a ticket for the game, and this method has been shown to contribute to the local economy quite significantly.
This isn’t the only approach event organizers are trialing. Some areas have implemented ‘fan pairing’ programs. This is where a local fan gets matched up with a fan from another country. They can show the visitor around town, help them understand local customs, and maybe even make a new friend. In Berlin and Hamburg, these have been successful so far.
Communications & Regular Updates Matter
When you’ve got thousands of people in one place, all speaking different languages, this can provide a monumental challenge to any communications department, even if they’re great at their job otherwise.
At larger events such as the Euros or World Cup, it’s essential to plan your communications approach well in advance. It’s not just that a team should be telling people where to go or what’s happening – it’s about keeping everyone safe and making sure everyone has a good time. This might mean placating fans after a match delay, after a ticketing booth goes down, or providing an ease of access communications pathway for suspicious behavior to be reported.
Translation & Custom Signage
With appropriate translation services, more languages can be catered to, allowing contextual directions to be given without only using just one “official” language. This means rendering the website and news update section in many different language. This way, a city doesn’t have to adopt English without question or only enforce its national language, but implement signs that almost anyone can understand. Even organizers are increasingly utilizing special electronic signs that can change languages depending on who’s looking at them (using a smartphone app) or where they’re sat up in the stands.
Moreover, many events now have their own apps that you can download on your phone, offering more than just itineraries and match fixtures, but in-stadium tell you where the nearest bathroom is, how long the line is at the food stand, or even send you alerts if there’s an emergency.
This way, the general traffic flow of individuals becomes much easier to manage. As this was an essential priority for such studies to be commissioned in the first place, these new experiments are proving a great return.
Engage & Enlist Local Communities Where Suitable
Many cities or towns that have hosted major tournaments know both the excitement and the fear that comes with serving as the location for a historical event. In other words, this can be a little overwhelming for the people who live and work here. That’s why more and more organizers are trying to get local communities involved in these events.
A foremost approach has been to curate volunteer programs for local people. This provides them a degree of autonomy over their little corner of the event, while adhering to appropriate and pre-approved standards. It’s a healthy opportunity for locals to be part of something big and show off their city to visitors, and of course, it’s entirely voluntary.
Some of those measures can include giving directions where appropriate, translating for foreign visitors, or even helping to keep the city clean during the event. Of course, paid roles like security and other measures that could be exposed to risk are not suitable for volunteers, but must be placed in the hands of professionals.
Some cities believe cultural contribution is a great way for the locals to get involved. They’re asking local artists to create special artwork or performances for the event, and that could involve anything from murals on city walls to street performances to simply representing their nation at the sporting event with confidence. This way, the event isn’t just something that happens at the location, but an integral part of it, flavored with its own unique flair.
Of course, local businesses also get involved in these festivities. They might offer special promotions, operate a little later or earlier than usual, or become designated for certain fans. For example, an Irish pub in the middle of a tournament Ireland are playing in, even if it’s nowhere near Ireland, will no doubt really play up their cultural heritage as part of their marketing. For event organizers, being part of this and licensing with certain businesses can allow for a sense of continuity in the local area. Of course, many will organize package deals with local retailers for hotels and more, allowing fans to buy into an inclusive bundle.
With this insight, it’s no wonder that events are changing. The Euros 2024 has been a stark example of this so far, with German efficiency ticking over the event with hilarious stories and general good conduct. It remains to be seen how the rest of the tournament goes, but so far, event organizers will study this closely.
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