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PREPARING SOUTH AFRICA FOR THE WORLD |
'BrandOvation: How Germany won the World Cup of Nation Branding' and the sequel 'The Hero's Journey: Building a Nation of World Champions' have placed author and branding expert Nikolaus Eberl under the spotlight ahead of the 2010 World Cup. Eberl is currently assisting South Africans with their preparations for the World Cup. Project 2010 asked him...  How does the build up to the 2010 World Cup in South Africa compare to the previous edition in Germany in 2006? By the beginning of May 2005, 430 000 tickets had been sold for the Confederations Cup, i.e. close to two thirds of the available 650,000. By the end of the 2005 Confed Cup, only 25,000 tickets were left over. This is currently the most critical benchmark for delivering the 2010 promise of 'hosting the most successful world cup ever'. There was enormous hype about the success of the 2006 World Cup and what it did for Germany. Do you think these effects are still being felt. A comparative analysis of the socio-economic benefits of the 2006 FIFA World Cup revealed the following data: One year after the final whistle was blown, the German economy recorded significant improvements in key indicators, such as unemployment (down by 29%), foreign leisure tourism (up by 31%), business and convention tourism in the host city of Berlin (up 49%), consumer confidence at a 27-year high and exports up by 14%. And, as of Q3/2007, Germany jumped to the top of the Nation Brand Index (from previously 7th rank) - a position it is still holding today. Do you think South Africans have grasped the enormity of the event yet? As evidenced by the 2006 FIFA World Cup and the 2000 Sydney Olympics, mega sporting events afford the hosting nation the ability to accelerate the tourism and exporting sectors significantly - provided that a deliberate effort is made to use the event as a platform to communicate not just the ability to host such a tournament but to showcase the very best the country has to offer to tourists and investors. What do you see as the greatest challenges still in our way between now and kick off. Clearly Bafana Bafana's performance. It is vitally important that Bafana meet the minimum target of reaching the semifinals in 2009 and the quarterfinals in 2010. As evidenced by the Korean team at the 2002 FIFA World Cup, this is possible provided that the team's desire galvanizes the nation's support. more interviews... |
