oa Discourse - The 2010 FIFA World Cup : a development opportunity for South Africa

Volume 34 Number 2
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In March of 2004, South Africans celebrated as the President of the Federation Internationale de Football Association (FIFA), Mr Joseph S Blatter, announced to the world that South Africa would be the host of the 2010 FIFA World Cup™. This moment did not only serve to punctuate the years of hard work that went into securing the rights to host this most prestigious event, but also presented a unique opportunity to the country to unite behind a singular project. This would be a moment in South Africa's history in which we would be able to embrace the challenges ahead and use the opportunity to plot our own path and future.

The FIFA World Cuptm comprises 64 matches, involves 32 teams and lasts between 28 - 43 days (depending on the stage of the competition teams are able to reach). The event is expected to yield a cumulative television audience of 40 billion in 2010 through about 200 television-viewing hours. The expected impact on South Africa's brand will be enormous. This paper seeks to unpack the issues around the hosting of the event and the implications such an event would have on the country itself.

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