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66 BUSINESS CLEANSMANN The anticipation of the UEFA EURO 2016 prompts many memories of the 2006 FIFA World Cup in Germany: millions of enthusiastic fans were there, the streets became party miles, the stadiums became arenas of great emotion. Events of this magnitude involve immense challenges for the organizers. Anyone who has ever been near a World Cup stadium knows that especially the removal of huge mountains of waste places huge demands on the waste disposal contractor. Dortmund, where six World Cup matches were played, made a virtue of necessity by developing an image campaign on the subject of waste disposal. ADDRESSING THE ENVIRONMENTAL ASPECT In the FIFA specification document which defines the requirements for stadiums, environmental protection was defined as one of the ten criteria for the selection of the World Cup stadiums. These included environmental goals and management, energy, transport and waste management. Dortmund was the first city to address the PSI Journal 6/2016 www.psi-network.de CLEANSMANN concept was seamless. IMAGE CAMPAIGN WITH FLAIR The UEFA EURO 2016 is already looming throughout Europe. Such sporting events are always highlights for the advertising and sports business industry. The promotional products industry is ready for the top-level sport event with numerous promotionally effective products. Illustrated by the example of the „CLEANSMANN“ project by graf. Kommunikation for the 2006 FIFA World Cup, we show how intelligently and creatively promotional product agencies play a part in higher-level concepts. A case study that may inspire you. green argument in its World Cup planning. EDG Entsorgung Dortmund GmbH used the issue to foster greater public awareness of the company during the World Cup. The communication objective was to position the World Cup host Dortmund as a clean, attractive city: The CLEANS- MANN campaign emerged. The pun refers to the former German national coach Jürgen Klinsmann and EDG which cleaned the host city after the matches. Among the measures of the CLEANSMANN campaign were the unified dress code of EDG

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