2010 FIFA World Cup and the SA industry

2010: Fanparks to be main activity areas

Although the Fanparks have not yet been finalised, the prelimanary planning is for the host cities to make space available where the sponsors and their partners can sell goods — e.g. adidas will have a retail presence, Budweisser beer and McDonald’s fast food will be sold, etc. — around areas where big screens will be erected.

"In reality there will be only 3-m tickets available for Wold Cup matches and there will be a high demand for room at the Fanparks," says Makgabo.

"There will therefore be opportunities for smaller, informal fanparks to develop... whether supported by host cities or not, where there would be the need for an alternative space outside the city."

The problem is that if these alternative fanparks are supported by the host city, there will be all kinds of cost ramifications for the city, for example, security arrangements and transport logistics will have to be organised.

"But the alternative venues will be nice as a platform for non-sponsors. And there is nothing stopping people from arranging their own informal fan events — by erecting a large screen, supplying ablution blocks and offering opportunities for non-sponsors to sell their goods, including food and beverages. This will benefit other municipalities."

All emblems and logos associated with the FIFA World Cup’s are protected, but applications can be made to become a licensee or for permission to use the emblems or logos — without that, goods can be confiscated and companies persecuted.

"Last year we confiscated consignments of caps and sunglasses that showed the emblem without authorisation. We have to look after the interests of our sponsors who legitimately bought the rights to use the logos," says Makgabo. A first time offender will be warned, but if they continue with the infringement, "we will take legal action."

While there are already official badges, pens and caps available with the 2010 logo, a mascot must still be decided on and merchandising will, no doubt, hot up as the event approaches.

According to Makgabo the LOC is encouraging the host cities to construct multi-purpose stadiums where football, rugby, track and field events can be held, with adjacent squash courts, skateboard parks, etc. so that they will be used by the communities.

"Some stadiums will have removeable seats that will bring the seating capacity down, so that the precinct infrastructure can be used —but it will be up to the city how it will be utilised," she says.

By June 2009 the 18 teams participating in the Confederations Cup will test the readiness of 5 World Cup stadiums — at this stage it will probably be the four existing stadiums plus the Nelson Mandela stadium in Port Elizabeth.

The technical committee will want to ensure that the matches are as accessible to as many people as possible — the cost of tickets will therefore be very important."There is always the problem of people getting greedy and buying lost of tickets to sell on at an inflated price on the black market," says Makgabo "In Germany people buying tickets had to supply a name and ID to ensure that they were not buying in bulk, but we have been told that it will create too many logistical problems in SA to do the same."

A sub-committee is currently investigating ways of overcoming the black market problem.

FIFA would require 55 000 rooms alone for players, team officials, FIFA officials, staff, sponsors etc.

"We are encouraging other visitors to make use of B&B’s and guesthouse because we do not want to see huge hotel structures built that can not be filled come 2011/2012," she says. "But, even before we won the 2010 bid, several new hotels had been planned, many of these will be ready for use during 2010."

SA Tourism is expecting around 450 000 visitors around that time, while the estimate from the LOC is about 300 000.

"We base our estimate on the experience of Japan and Korea where fewer visitors came — not the 18-m that visited Germany — but where they stayed longer, a week to 10 days instead of the quick in and out to watch a match as in Germany."

With the stadiums and all planning on track, Makgabo is confident that we will host a highly successful World Cup. FIFA is making sure that we have the resources to do it.

They have allocated R3.2-bn to the LOC — and R100-m to SAFA for the development of football and the funding of SAFA House. FIFA has already generated $3.8-bn additional funding for 2010 — the highest in the hisrory of the World Cup, without all sponsorship opportunities being sold. In Germany only $2.8-bn had been raised in total through sponsorship.