[골닷컴] Reporter Kim Hyeong-joong = The national football team participating in the 2022 Qatar World Cup is spending their schedule in pride of Korea even at the training ground where they come and go every day.
On the followingnoon of the 18th, the Korea Football Association reported in detail the branding situation of the Al Egla training site, which Bentuho is using as a training ground. Currently, Korean branding has been installed everywhere, including around the ground of the training ground, as well as the locker room and recovery room used by players every day.
In particular, this World Cup, unlike other World Cups, did not move to cities, and there were no changes to hotels and training grounds, so more reliable branding was possible. The association explained that it was prepared in order to motivate players to participate in the tournament with confidence in the guest rooms, meeting rooms, resting rooms, and outside training grounds.
This branding was prepared with a concept for each location. The athlete’s room, which should be the most comfortable place, has been prepared so that the athlete can naturally inspire pride while taking a sufficient rest. However, since it is a resting place, excessive splendor or excessive decoration was refrained from. Uniform markings, player posters, and MD merchandise were placed at the door of each room.
In addition, the hallway between the elevator and the cafeteria is where players pass the most, so the most recent records are placed. Listing the results of the 10 final qualifying matches and the list of players who fought to advance to this World Cup, the meaning of ‘there was a lot of people’s dedication and effort to be here now, and let’s do our best to do their part’ granted
All-time World Cup records are placed in the hallway between the dining room, treatment room, and player lounge. The World Cup results and starting lists of the 9 teams that have advanced to the World Cup 9 times in a row before this World Cup are listed, and the meaning of ‘this time is our turn’ is engraved.
In the training ground, which should be the most intense, special seats for each player and pennants for each player were specially made. In the pennant, the history of participating in major competitions such as the World Cup, Olympics, and Asian Games was listed. It has the same meaning as the World Cup participation certificate provided to players by the association itself. This can be expected to boost the confidence of the players.
All branding designs were inspired by the announcement of the new uniforms. Afterwards, the data received with the cooperation of Nike Korea was utilized and processed by the design manager of the association to complete the branding design for each district. But production was a problem. At first, several companies in Qatar were contacted, but discussions with local companies did not go smoothly due to the explosion of demand in Doha following preparations for the World Cup, so all were produced and airlifted in Korea. For this purpose, preliminary surveys and due diligence were conducted three times.
Shin Jeong-hoon, marketing officer of the Korea Football Association’s marketing team, said, “More than anything else, it was rewarding to be able to feel the players’ reactions on the field. As Hwang In-beom mentioned in an interview, I hope all players cherish the stage of the World Cup and fully enjoy it.”
