WORLD CUP 2010
Many fans will watch the tournament construction of an international-stan- However, just as importantly, the
at Fan Zones around the country dard artificial turf pitch in every African event has had some vital intangible
country before the tournament in 2010. effects in the form of fostering social
Security Other departments of the initiative cohesion and political focus on some
In terms of security and crime preven- include support in developing national of the key socio-economic logistical
tion, Naidoo says South Africa has taken leagues and the training of individuals needs, ranging from sport stadiums
advice from other World Cup to take charge of various African asso- to the police’s crime-fighting infrastruc-
host nations, such as Japan, Korea, ciations in the future. ture,” says Abedian.
Germany and China, on best practice As a key part of ‘Win in Africa with Af- When asked about the potential for
security and safety measures for big rica’ football will also be used to reach a white elephant legacy, Dr Abedian
crowd events. R1.35bn (£1bn) has been out to those most at risk of getting the remains optimistic: “There is the multi-
invested in the procurement of equip- ‘big three’ of African communicable and plier effect of one event in South Africa
ment and a total of 52,000 security staff non-communicable diseases – namely, having a lasting and positive legacy, but
will be deployed before, during and HIV/AIDS, malaria and tuberculosis. this also depends on the channels of im-
after the tournament. FIFA’s Medical Assessment and Re- pact. The white elephant legacy can be
While not ruling out the possibility search Centre has developed an ’11 for combated by the post-event investment
of hooliganism, Naidoo said that there Health’ programme to improve commu- opportunities that will be available.
will be strict controls in place in terms nity health in Africa. Preventative health We have already witnessed a huge
of ticketing, as well as high-level inter- boost to South Africa’s economy,
national security procedures and this,
The event has had vital
simply by being the host country.”
combined with South Africa being a As FIFA Secretary General Jérôme Val-
long-haul destination for the majority
intangible effects in the
cke maintains: “We hope that the FIFA
of participating countries, should
form of fostering social
World Cup, with all its challenges for the
greatly reduce the incidence. hosting nation, will act as a catalyst in
cohesion and political
helping it to fully grasp the true extent
Socio-economic legacy
focus on key socio-
of its capabilities. One of the most im-
On the ground, the atmosphere is in- portant legacies is the 2010 FIFA World
credibly positive, with the South African
economic logistic needs
Cup will leave the stadiums that will be
people having very high expectations used by the South African public beyond
for the event. As Schmidt explains: “The education will be delivered to African 2010 and, in particular, the upgraded
socio-economic impact of the tourna- children and young people in a football infrastructure from transportation to IT
ment is being academically evaluated environment. This is intended to and communication which will stimulate
and first results show that there will be improve their knowledge, attitude economic growth in the country.”
a positive in image improvement for and behaviour towards all diseases. The underlying message running
South Africa. The population is iden- through much of the media and
tifying with its role of host and the 2010 and beyond communications in South Africa is ‘It’s
feel-good factor is creating an amazing- Speaking about the direct contribu- our time to shine’. This is a sentiment
ly positive attitude towards 2010.” tion of the FIFA World Cup to South Dr Jordan, CEO of the FIFA World Cup
FIFA’s mission statement is to ‘develop Africa’s economy, economist Dr Iraj Organising Committee, wholeheartedly
the game, touch the world and build a Abedian believes the true value of next supports: “Next year gives us an
better future’. To this end, a number of year’s event lies in both the short-term unprecedented opportunity to nation-
projects have been launched to ensure a and longer-term impacts. “Well over build, to brand our country and to
lasting positive legacy for the country. US$5bn (£608m) of investment in the leave a lasting legacy. The World Cup
An example of FIFA’s legacy pro- World Cup-related infrastructure has means so much more than just 90
gramme is the ‘Win in Africa with provided short-term jobs and a much- minutes of football.” ●
Africa’ initiative, which includes the needed boost to the domestic economy. Sarah Todd is a Leisure Media journalist
30 Read Sports Management online
sportsmanagement.co.uk/digital Issue 3 2009 © cybertrek 2009
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