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1. 1st game at the Queen Elizabeth 2
Olympic stadium

2. Operations - Activities
• The event will start 2 hours before kick-off with different entertainment
for both the families and the hard worker.
• Kick-off will be on a Sunday at 16:00 in week 1. So the families easier
can participate a long with the working class man.
• Some of the staff will prepare the pregame events outside the stadium
in due time for everything to be setup and ready for when the fans
arrive.
• Around 12:00 the different staff groups will have a briefing of how the
event should be executed.
– Security, Family area, dedicated fan area and during the match

3. Pregame
• Pregame event outside stadium starts at 14:00:
– Family area with the following activities: Measurement of
your shooting power, face painting station (west ham logo /
colours), bouncing castles, foosball tables, Mascots walking
around.
– Photographers taking pictures during the pregame event
(shown on big screen pre-match, during match and in the
halftime)
– Area for the dedicated football fans: Food and beverages and
a place to bet with betway.
– Sale of merchandise (Special edition scarf “I saw the first
game at QE2 olympic Stadium”)
• Pregame inside stadium
– “I am forever blowing bubbles” sung by katy perry who is a
declared West Ham United supporter
– Billy Bonds and Geoff Hurst will be invited and interviewed on
the pitch before the kick off

4. Halftime and post match
• Halftime show
– Draw of 10 lucky season ticket holders. 10 random
seats in the stadium is chosen as winners. The away
fans section will not be a part of the draw.
– Special edition t-shirts will be shot to the fans during
halftime with a t-shirt cannon
• After the game
– The supporters will be guided to the public
transportation to make their trip home as smooth as
possible

5. Promotion
 Promote the game at the last home game of the
season 2015/16
 Win tickets to the game via posting a picture of
yourself wearing all your West Ham United
merchandise. It is the fans who decides the winner
by liking the picture on Facebook. Top 3 will win a
ticket to the game.
 Official countdown to the game as soon as the
season 2015/16 ends.
 Post pictures of the stadium and its facilities
throughout the countdown period on social medias
in order to give the fans the feeling that this is
“OUR” stadium now.

6. Sponsors
• The sponsors will be a part of the pregame events, as they will be named “Umbro’s family area” & “Betway
for real fans”
• Possibility to tweet messages that will be shown on the led banners during the game #WestHamUnited
#UmbroRealDedication
• The most important sponsors will be on the limited edition T-shirt which is going to be shot out to the fans
during the halftime
• The sponsors will get a certain ticket for the sponsors area where there will be food, beverages and a
pregame event with Geoff Hurst, Billy Bonds and the assistant coach who will talk about the team and
their expectations for the game and season.
• The smaller sponsor will help finance the event and they will get exposure of their brand instead

7. Managing
Managing Fans:
• There will be signs all around stadium, guiding the spectators to the different pregame event.
• There will be personal selling programmes around stadium
• There will be volunteers for the different activities
• There will be personal checking the tickets at the entrance and pointing the spectators in the
right direction
• Personal helping in stadium to get the people seated the right place

8. Security
• The family pregame event will be placed near the
family tribune and the area for the dedicated fans
will be placed in safe distance from this.
• In case one of the teams are loosing the game, then
we need some extra security by their “dedicated”
supporters in order to avoid them running on the
field.
• After the game the security people will follow along
with the dedicated fans. In case West Ham United
losses then there might be some trouble amongst
some of the “Hooligans”.
• The away fans will be guided to another subway
station so there wont be any trouble between those
fans and the West Ham United supporters
• There will be a c close cooperation with the police
in order to avoid such a situation.

9. Unexpected issues
• Uncertain of how many people will show up to the pregame event.
– We will create an Facebook event but we wont know the exact amount of
people showing up to the event. This can be a big problem if all 54.000
spectators show up.
– Another problem could be if the opponents fans show up to the pregame
event and create chaos.

10. Shutdown
• We need personal to clean up around the stadium as soon as the match begins. So there will
be space outside when the game is done and 54.000 people exit at the same time.
• Clean up inside stadium
• Clean up around stadium after all fans has left the area to go home
• There will be debriefing with the person in charge of all activities after the games. What went
well and could it be a good idea to do again.
• There will be a debriefing on the security after the game is done and fans have left the area
• Post on Facebook with pictures “thank you for todays game….etc”
• Survey on facebook or website to see if the fans liked the event and think that we should do
it again in the 1st game of the season