THE BEAUTIFUL SIDE OF 20ELEVEN! is the Official Slogan of the FIFA Women's World Cup 2011™ (26 June - 17 July 2011). The slogan, conceived jointly by FIFA and the Local Organising Committee (OC) is a significant strategic element of the first FIFA Women's World Cup in Germany and was unveiled on Wednesday 22 April 2009 at the women's international between Germany and Brazil.
Directly prior to kick-off in Frankfurt, which will host the Final in 2011, the teams each unveiled a banner bearing the slogan in English and German (20ELF VON SEINER SCHÖNSTEN SEITE!) respectively. The players' action was visually supported by displays of the slogan on the stadium video cube and LED pitch-side fascia boards. At half-time, the tournament motto was re-stated and reinforced by a dramatic routine featuring 12 talented young German players, choreographed and directed by 2003 FIFA Women's World Cup winning coach Tina Theune.
Commenting on the fundamentals behind the slogan, President of the FIFA Women's World Cup 2011 OC Steffi Jones said: "Together with the stylised ‘Arena Deutschland' logo, the slogan is a leitmotiv and umbrella branding device, forming the communications parentheses for our inspiring project, and setting the objectives and tone for all our efforts. Our slogan encapsulates the emotional impact of the game, the specific aesthetics and dynamism of women's football, and the unique atmosphere of a World Cup. In the same way that the 2006 FIFA World Cup™ was "a time to make friends", our slogan is intended as an unmistakeable, concise and snappy catchphrase, spreading the philosophy of the tournament out into the nation, and assuring all football fans that they'll again become part of a wonderful, truly global event. Everyone should be involved in 2011, when the best women's players in the world celebrate the world's favourite pastime in a typically feminine manner: Elegant, dynamic, technically adept, agile and informal... in short, beautiful."
The slogan reflects the special qualities and emotions associated with the women's game as a very demanding, exciting and highly watchable sport in its own right. The phrase captures the interplay between emotion and action: on the one hand, the feelings, moods and reactions prompted by football, and on the other, dynamic, impressively ambitious and entertaining technical ability - the uniquely feminine characteristics of the world's favourite sport. It references the agility and passion invested by increasing numbers of attractive women and girls around the world in the most beautiful of games.
Finally, the slogan also underlines Germany's role as joyful and welcoming hosts. It reflects the nation's beautiful side, which a somewhat astonished but increasingly enthusiastic world came to know three years ago in 2006. In this respect, the nine FIFA Women's World Cup host cities and their state-of-the-art stadiums occupy a central role. They too will present their most beautiful side to the world two years from now.
Reaction to the Slogan
FIFA President Joseph S. Blatter: "Women's football is very attractive, as the next FIFA Women's World Cup will unquestionably demonstrate. I'm delighted that my friends at the German Football Association are determined to lay on a unique World Cup event. Women's football is no longer something for the future, it is real, here and now, and merely waiting for further development. I can already visualise the thrilled crowds packed into sold-out stadiums, keen to experience women's football from its most beautiful side in 2011, a year set to pave the way to the future."
German FA (DFB) President Dr. Theo Zwanziger: "With this slogan, we have succeeded in conveying the wonderful emotions and unique charm of women's football. We now possess a powerful symbol, and a vehicle to spread the passion throughout Germany to the year 2011 and beyond."
Franz Beckenbauer, FIFA Executive Committee member: "The slogan is an essential component of any World Cup and its organisation. It is a formal identifying feature, and sets a course throughout the preparation phase and at the tournament itself. Football is the most beautiful thing in the world. The slogan expresses this perfectly."
DFB Coach Silvia Neid: "I hope all the participating teams live up to the slogan and lay on attractive football to thrill and entertain the crowds at the FIFA Women's World Cup 2011. We'll certainly do our very best to match those standards."
Germany Team Manager Oliver Bierhoff: "The slogan needs to encapsulate the special emotions aroused by football and express them meaningfully in words. Furthermore, it should also reflect the special qualities of women's football as a highly demanding, discrete and fantastic sport. I think an outstanding choice has been made here, as the slogan also elegantly creates a link to the fantastic experience that was the 2006 World Cup."