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Abstract
In 2010 the FIFA World Cup finals were held on the African Continent for the first time with South Africa chosen to host the month-long event. Crucially, the hosting of such a prestigious tournament was seen as a chance for South Africa to prove to the world that as a developing nation it could successfully host an event of this magnitude. Using contemporary reports and incorporating findings from in-depth interviews conducted with national and regional event and destination stakeholders, this paper explores the challenges and successes of hosting the 2010 World Cup in South Africa. Primarily, focusing on the experiences of the host City of Cape Town, this study investigates the branding opportunities and challenges associated with the 2010 tournament as well as actual impact and legacy of the event on social factors, such as nation building, social cohesion and racial integration.
Notes
1. Tomlinson, Bass, and Pillay, ‘Introduction’.
2. Donaldson and Ferreira ‘(Re-)creating Urban Destination Image’ and Tomlinson, Bass, and Pillay, ‘Introduction’.
3. Interview, Cape Town, 9 February 2012.
4. Anholt, ‘Brand Africa’.
5. Kotler and Gertner, ‘Country as Brand, Product and Beyond’.
6. Cape Higher Education Consortium, ‘City of Cape Town’; City of Cape Town, ‘2010 FIFA World Cup’ and Provincial Government of the Western Cape, Cape Ability.
7. Cape Higher Education Consortium, ‘City of Cape Town’.
8. Umbilo, ‘Welcome World’.
9. Naidoo, ‘State Stirs Cup Fever’.
10. Calland, ‘World Cup is a Reminder’.
11. Mboyisa, ‘SA Makes its Mark’.
12. City Press, May 30, 2010.
13. Provincial Government of the Western Cape, Cape Ability, 28.
14. Human Sciences Research Council, Impact of the 2010 World Cup, 6.
15. Human Sciences Research Council, Impact of the 2010 World Cup.
16. Interview, Chief Director, SRSA, Pretoria, 8 March 2012.
17. Ibid.
18. Interview, Johannesburg, 7 March 2012.
19. Human Sciences Research Council, Impact of the 2010 World Cup, 156.
20. Interview, Johannesburg, 7 March 2012.
21. Ibid.
22. Ibid.
23. Anholt, ‘Brand Africa’.
24. Morgan, Pritchard, and Pride, Destination Branding.
25. Govers and Go, Place Branding.
26. Kotler, Bowen, and Makens, Marketing for Hospitality and Tourism and Govers and Go, Place Branding.
27. Govers and Go, Place Branding, 18.
28. Kotler and Gertner, ‘Country as Brand, Product and Beyond’.
29. See Knott, Allen, and Swart, ‘Stakeholder Reflections’.
30. Interview, Cape Town, 16 February 2012.
31. Ibid.
32. Interview, Communications Manager, CTT, Cape Town, 16 February 2012.
33. Interview, Johannesburg, 7 March 2012.
34. Interview, Communications Manager, CTT, Cape Town, 16 February 2012.
35. Interview, Director of Communication and Official Spokesperson 2010 World Cup, Cape Town, 23 February 2012.
36. Interview, Communications Manager, CTT, Cape Town, 16 February 2012.
37. Interview, CEO, 2010 OC, Johannesburg, 7 March 2012.
38. Provincial Government of the Western Cape, Cape Ability.
39. Interview, Cape Town, 16 February 2012.
40. Interview, Cape Town, 23 February 2012.
41. Interview, Cape Town, 16 February 2012.
42. Interview, Johannesburg, 8 March 2012.
43. See, for example, City Press, 13 June, 2010.
44. Human Sciences Research Council, Impact of the 2010 World Cup, 66.
45. Human Sciences Research Council, Impact of the 2010 World Cup, 80.
46. Interview, Global Manager, Events Platform for South African Tourism, Johannesburg, 8 March 2012.
47. Interview, Johannesburg, 7 March 2012.
48. Interview, Cape Town, 16 February 2012.
49. Human Sciences Research Council, Impact of the 2010 World Cup, 21.
50. See, also, Cape Higher Education Consortium, ‘City of Cape Town’; City of Cape Town, ‘2010 FIFA World Cup’ and Provincial Government of the Western Cape, Cape Ability.
51. Interview, Pretoria, 8 March 2012.
52. Interview, Cape Town, 23 February 2012.
53. Human Sciences Research Council, Impact of the 2010 World Cup, 13.
54. Interview, Pretoria, 8 March 2012.
55. Interview, Communications Manager, CTT, Cape Town, 16 February 2012.
56. Interview, Cape Town, 23 February 2012.
57. Human Sciences Research Council, Impact of the 2010 World Cup, 14.
58. Interview, Chief Director, SRSA, Pretoria, 8 March 2012.
59. Cape Higher Education Consortium, ‘City of Cape Town’ and Human Sciences Research Council, Impact of the 2010 World Cup.
60. Interview, Cape Town, 16 February 2012.
61. Interview, Cape Town, 9 February 2012.
62. Interview, Johannesburg, 7 March 2013.
63. Human Sciences Research Council, Impact of the 2010 World Cup, 14.