Portal de Periódicos da CAPES

Marketing through sport

2007; SAGE Publishing; Volume: 2007; Linguagem: Inglês

1547-7185

Thumeshni Mudeliar,

Sports, Gender, and Society

The Rugby World Cup in 1995 was indeed a memorable event for South Africa. It was an exalting experience for the country and the world when the then President Nelson Mandela sporting a Springbok cap and jersey, stepped onto the field of Ellis Park Stadium, Johannesburg. He had come to present the William Webb Ellis Cup to South Africa's captain Francois Pienaar after their victorious win over New Zealand and cheer their success along with the over 50 000 stadium spectators. The final match event was not only about rugby itself but was used as a vehicle for nation building and unifying people of different backgrounds in the aftermath of apartheid rule.