Despite minor inconsistencies in planning and execution the Fan Fest concept was so successful, so numerous people later claimed personal responsibility for the invention. The visitors' expectations regarding Fan Fests were fulfilled. Over the duration of the World Cup Fan Fests served as modern market squares where communication and interaction strengthen the feeling of community. Out-of-home media reception made the emotional aspect of escape from everyday life more intense for participants. Pictures of football supporters celebrating in front of video walls became a typical illustration of atmosphere in the country, while "Fanmeile" was later picked up as German Word of the Year. In 2007 FIFA and 12 Host Cities had received the German Marketing Prize for Sports for the innovative nature and marketing concept of Fan Fests during the 2006 World Cup Finals. FIFA and the Host Cities succeeded in creating and comfortable environment for foreign fans as 95% of them surveyed at Fan Fests agreed that it was an unequivocal declaration of international nature of World Cup and not a mere event for Germans. A thought-out implementation of public viewing at such a large-scale football event as the 2006 World Cup became set a precedent. Immediately after the 2006 World Cup FIFA announced that it registered the trademark for Fan Fests, takes over the organization and marketing and makes Fan Fests an integral part of future FIFA World Cups.