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Abstract
The 2010 FIFA World Cup (FWC) extravaganza was widely touted as a great African mega event that, while located in South Africa, would bring economic and social benefits across the continent. The aim of this paper is to critically assess these claims. The key arguments of the paper are that (1) the African connection was mythical, (2) the benefits for poor and disadvantaged South Africans were exaggerated and at best ephemeral, (3) the bid process for 2010 was not transparent and the ruthless profit motive and political machinations of Fédération Internationale de Football Association were ignored as it was subliminally presented as a philanthropic organisation and (4) the billions spent on preparing for the 2010 FWC would have made a huge impact in addressing South Africa's social, welfare, health and education challenges.