The 2010 FIFA World Cup is likely to be the most successful ever organised by FIFA, says brand consultant Dr Nikolaus Ebert, CEO of Brandovation and a 2010 World Cup analyst.   In the 2010 Scorecard, which is an analysis of the World Cup preparations, South Africa had exceeded all expectations prior to kick-off, ahead of Germany’s scorecard in the same period four years ago, reports the Weekend Argus.

“South Africa shocked the world, and showed everybody that the country can host a successful tournament.  The World Cup is a catalyst for national reconciliation and locals have come together to prove all disbelievers wrong” said Eberl.   “We are pretty certain that South Africa will host the best World Cup ever held”, he added.

Celebrating the advent of the World Cup, as South Africa did at midday last Wednesday, was a world-first celebration prior to a World Cup.  The world witnessed an euphoric and loyal South African nation taking to the streets, blowing their vuvuzelas and hooting their cars.  “The celebrations on Wednesday were totally unprecedented.  Never before have the host country’s fans ever celebrated before kick-off.  We were shocked at what unfolded throughout the country”, said Eberl.

Referring to the 2006 World Cup, he noted that the German nation was “anxious, moody and were very unhappy with the national team’s performance”.   Only after the group stages did the German nation get behind their team.

“Fifa have now become to believe that the host team can get very far in the tournament.  They have witnessed the entire country backing Bafana Bafana and now they have extra faith in the team” added Eberl.  “Fifa have so much belief in Bafana (Bafana) because (coach) Carlos (Alberto Parreira) has led them to a 13-game unbeaten streak”.  

Eberl believes that the World Cup will unify South Africans “for the rest of their lives”. “Thirty one days of national euphoria are more than enough to change the behaviour of all South Africans.  Over the course of the World Cup South Africans will grow even closer and it will have lasting effects well after the World Cup”, said Eberl.

But Bafana Bafana trainer Parreira was unhappy about all the media and fan focus on his team, two days ahead of their first match, and disallowed them from participating in an open-bus parade. “I have never seen something like this in my life” he is reported to have said.

According to Local Organising Committee CEO Danny Jordaan, the World Cup is the most lucrative tournament ever, reports the Sunday Times.   “Fifa decided to pay a bonus to its 208 members.  Previously there was talk that this World Cup could leave Fifa financially bankrupt, but the international broadcast rights alone have been a major source of income” he is reported to have said.   FIFA announced that it was paying R1,8 million to the S A Football Association, and that each of its 208 member associations would receive $250 000.   FIFA generated $1 billion in income last year, and holds the same amount in reserves.  Its income from television and marketing rights is $3,2 billion for this World Cup, a 30 % increase on that of 2006. 

Pravin Gordhan, the Minister of Finance, wrote euphorically in Business Report “Yes we can!  This is the best advertisement ever for South Africa” yesterday.  He praised the benefit the World Cup would have in future, and how South Africa exceeded the expectations of sceptics, who said the the country could not do it.  The R30 billion spent on infrastructure was a catalyst for development, he said.   Broadcast technology had also been improved, he said, as had 40 000 more police officers been trained.  “What is certain is that the World Cup will be the best possible advertisement for South Africa and the region, showcasing the endless variety and opportunities on offer”, he is quoted as saying.

Chris von Ulmenstein, Whale Cottage Portfolio:  www.whalecottage.com