General Principles

It is important to carefully consider the full range and quantities of print material that are required as these can vary considerably. Analyse what has worked well for previous organisers before deciding what will work for this event. Material should not be produced simply because it was produced before as communication tools are constantly evolving and many alternatives to printed material now exist. Also, in the interest of the environment, the European Athletics’ Green Inspiration project should be considered.

Planning official printed materials should take into account the following and the final decisions must be agreed with European Athletics:

By using a combination of both print and technology based materials, the quantities needed to be printed can be reduced; but not the promotional impact and brand exposure.

All printed materials produced by the LOC need to follow the corporate event image and be in accordance with the European Athletics Event Style Guide.

The European Athletics Publication & Print Material Timeline chart provides an overview of the most important printed materials that, in principle, must be published for the different categories of European Athletics events.

a) Approval Process

The LOC must prepare layouts of printed materials that follow the corporate identity and the event graphic principles (see European Athletics Event Style Guide). All printed material needs to be reviewed by European Athletics responsible department and no material may be printed until the LOC has received the final approval of European Athletics.

b) Logos

Practically all printed materials need to include sponsor logos in conformity with the European Athletics Event Style Guide. The hierarchy of the sponsor logos (according to the categories of sponsorship) MUST be respected. Company logos usually come with very strict rules concerning their uses in particular circumstances.

c) Printing Costs

Costs of printing can vary widely from supplier to supplier. Quotations should be based on the use of recycled paper but it is advisable to ask for samples of the paper as inferior quality (even if cheaper) can have a negative impact on the promotional and marketing effort; whilst very high quality paper may be unnecessary. When asking for the quotations discuss with the companies how to save costs, perhaps by adjusting the timescale and/or print sizes.

Printed Materials’ Characteristics

The following graphic shows the most important printed materials that are usually needed.

The following are some of the printed materials that will need to be produced by the LOC, together with some design suggestions.

As already stated, it is important that all printed material is approved by European Athletics before printing or publishing and that environmental sustainability is taken into account.

 a) Stationery

Among the first things that an LOC will need are its own letterheads and possibly also envelopes and folders. These should be prepared following the European Athletics Event Style Guide and the LOC’s corporate identity.

A good quality digital template should be sufficient to avoid pre-printing letterheads and e-mail based correspondence will also minimise the use of paper.

b) Posters

Posters serve the function of creating awareness and anticipation for the event. They can often be produced reasonably well in advance because they are concerned with communicating key messages which normally are: slogan, title of the event, dates, place and website.

Design recommendations:

  • The design must be eye catching, simple and bold – never overload the poster with text
  • Make sure that the text, especially the event title, dates, venue and web address are clear and can be read from an appropriate distance.
  • Ensure that the website address is included; for further information and tickets
  • Think about the formats needed (A4, A3, A2 or 60”x40” versions and bigger) – or a mix of various sizes
  • Decide on appropriate print quantities and remember to keep some posters back for dressing the venue, archive and debrief packs
  • Consider whether there is an opportunity to sell or give away posters at the event – perhaps signed by a special guest
  • Print on recycled paper

c) Flyers or Leaflets

Flyers and leaflets provide a different function from posters as they are intended to be given away. They should not be ‘mini posters’ but provide more information, expanding the key messages in order to convert interest into attendance.

Design recommendations:

  • Make sure that flyers are eye-catching and interesting – something that people will keep on their pin boards rather than in the bin
  • Keep the front image simple and bold. Don’t overload it with text
  • Describe in more detail the Who, What, Why, When and Where of the event in the inside and/or on the back of the leaflet
  • Give clear information about ticketing (include any group discounts, available concessions, etc. and a map of the venue)
  • Make sure clear travel information (or appropriate contacts) for foreign visitors is included
  • Include any essential health and safety advice such as: no glass, no alcohol, dress warmly, etc.
  • Think about the appropriate size of print for distribution/mailing/racks– i.e. A6, A5, 1/3 A4, folded, special cuts and shapes – the options are numerous
  • If some of the leaflets or flyers are posted, use envelopes which they fit without needing to be folded
  • Never print only on one side of a flyer – this looks unprofessional and is usually a wasted opportunity
  • Print in recycled paper

d) Tickets

Event tickets themselves are also a useful communication tool and, even though a ticket holder could be considered as an already captured customer, a ticket can still work for the event in other ways.

Design recommendations:

  • Make sure the tickets reflect the professional quality of the event, especially tickets that are sold in advance
  • Make sure that the ticket cannot be easily forged (if appropriate, think about using serial numbers or holograms for example; specialist ticket companies can suggest appropriate options)
  • Make sure that each type of ticket is easily distinguishable. For example, consider colour-coding to differentiate between full price and concession tickets. This will make ticket checking quicker and smoother at entry points
  • Think about using the reverse of the ticket to draw attention to key programme elements, health and safety reminders; and keep space for the sponsor logos
  • Think about other ways that the ticket might work (e.g. incorporate a tear-off ‘special offer voucher’ or a ‘prize draw’ opportunity; be inventive with promotional tools)
  • If possible let the ticket company print in recycled paper
  • Print-at-home facility to be available

More details on ticketing can be found in the European Athletics Promotion Roadbooks of the major events and Ticketing Section.

e) Official & Daily Programmes

The official programme of the European Athletics event must include all relevant information and follow the European Athletics Event Style Guide. It should be available both digitally and in printed version (recycled paper).

As it is among the most important of the printed publications European Athletics has detailed Specification.

Daily programmes have to be provided at ECH, EICH, EU23CH and EU20CH and details concerning quantities and formats can be found here (European Athletics Publication & Printed Material Timeline).

f) Diplomas

LOCs are required to produce Diplomas for:

  • Athletes (the top 8 in each event, incl. complete with name, event and performance)
  • Volunteers & others (as desired by the LOC)

Here also the design should reflect the event image and must be approved by European Athletics.

g) Manuals & Other Publications

The event manuals provide specific information according to the needs of the different users.

The following manuals are required for all major European Athletics events:

  • Team Manual
  • Media Guide
  • VIP Guide

A sample content template for each manual can be provided upon request.

For the assistance of journalists especially but also for the use of all interested stakeholders, the following need to be published for all European Athletics events:

  • Statistics Handbook
  • Daily programme (ECH, EICH, EU23CH and EU20CH)
  • Final Results Book (post-event)

Further information concerning quantities and formats can be found in the European Athletics Publication & Print Material Timeline document.

For the ECH the LOC must also publish the following:

  • Commemorative Book
  • Host Broadcaster Handbook (published by HB)

The following manuals are useful for major European Athletics events but it is the LOC’s option whether to produce them:

  • Volunteers’ Manual
  • Officials’ Guide