Marketing. According to Jones, the mascot represents "important attributes of women's football: passion, fun and dynamics". Tickets Approximately one million tickets were available in total, with 900,000 on general sale. 350,000 tickets were offered at discount prices, mainly intended for families, clubs and schools, one of the key target groups of the Organising Committee. As of 22 June 2011, 700,000 tickets have been sold. The World Cup tickets were offered in several sales phases. During the first sales period from 29 October 2009 to 31 August 2010, only so-called city series tickets were offered. Each city series includes tickets for all games of that particular host city. The prices ranged from €30 to €415. In the second sales period from 17 February to 31 August 2010, so-called 20Eleven tickets were sold to groups of at least 11 people, offered at a 20 percent discount and directed primarily at schools and clubs. Single tickets for all matches were first sold starting 15 September 2010. The prices of individual tickets range from €10 to €200. On 18 March 2011, 100 days before the opening game, the last sales phase started, with all remaining tickets being sold in the order in which orders are received. Unlike tickets at the 2006 men's World Cup in Germany, the tickets for the Women's World Cup were not personalised. The same city series ticket can be used by different people for different games. Budget and sponsors The tournament's budget has been set at €51 million. The German Football Association plans to cover these costs in almost equal parts from ticket sales and from sponsors, primarily from six so-called National Supporters. In order for the tournament to break even, the DFB has said about 80% of the tickets need to be sold, which would translate to an average attendance of 25,000. The DFB estimates to earn roughly €27 million through the general ticket sale. From 2008 to 2010, the six National Supporters were presented: the tele-communications company Deutsche Telekom, the bank Commerzbank, the insurer Allianz, the retailer Rewe, the national mail company Deutsche Post and the national railway company Deutsche Bahn. Aside from Deutsche Bahn, the sponsors are identical with those of the 2010 U-20 Women's World Cup. Media coverage The television coverage of the tournament was unprecedented. For the first time, all matches were produced in high definition, with in-goal cameras and two steadicams being used for