Portal de Periódicos da CAPES

‘Africa's Tournament'? The Branding Legacy of the 2010 FIFA World Cup™

2013; Routledge; Volume: 30; Issue: 16 Linguagem: Inglês

10.1080/09523367.2013.861131

1743-9035

Dean Allen, Brendon Knott, Kamilla Swart,

Diverse Aspects of Tourism Research

AbstractIn 2010, South Africa became the first country on the African continent to host the FIFA World Cup. Crucially the hosting of such a prestigious tournament was seen as a chance to prove that this developing nation could host an event of this magnitude as efficiently as the developed economies who had hosted the previous editions of the event, such as Germany in 2006 and Korea and Japan in 2002. Significantly though, this flagship event was also promoted by FIFA as 'Africa's Tournament' with South Africa encouraged to share the identity and success of 2010 with the entire African continent. Based on the findings from in-depth interviews conducted with event and destination stakeholders from national and regional South African Government departments, this article explores the 2010 tournament as a branding opportunity that was used to promote both the continent of Africa as well as the South African nation. Expanding upon previous studies in this area the challenges and successes of hosting the 2010 World Cup are examined as is the role of mega-events such as the 2010 FIFA World Cup in generating a nation and continent-wide branding legacy. Stakeholders specialising in sport event management, tourism, operations and communications reflect on the branding and exposure for both Africa and South Africa achieved as a result of the event and the degree to which this was coordinated and co-created between various stakeholders. Insights are also given as to the degree to which the branding gains achieved during the event have been leveraged post-2010. As such, this article offers an original socio-historic perspective on existing studies examining the impact of the 2010 tournament.Keywords:: South AfricaAfricabrandingFIFA World Cuplegacy AcknowledgementAs principal author, Dean Allen would like to acknowledge the National Research Foundation of South Africa for their support in funding the interviews conducted in this study.Notes 1.CitationAnholt, "Brand Africa." 2.CitationKotler and Gertner, "Country as Brand, Product and Beyond." 3.CitationAnholt, "Brand Africa." 4.CitationMorgan, Pritchard snm and Pride, Destination Branding. 5.CitationGovers and Go, Place Branding. 6.CitationKeller, Strategic Brand Management. 7. Ibid., 65. 8. Ibid., 67. 9.CitationKotler, Bowen and Makens, Marketing for Hospitality and Tourism; and CitationGovers and Go, Place Branding.10.CitationGovers and Go, Place Branding, 18.11.CitationKotler and Gertner, "Country as Brand, Product and Beyond."12. See CitationKnott, Allen and Swart, "Stakeholder Reflections."13.CitationAnholt, Brand New Justice.14.CitationCornelissen, "Crafting Legacies," 242.15.CitationEssex and Chalkley, "Olympic Games," 201.16.CitationBerkowitz et al., "Brand China', 164.17. See, for example, CitationFlorek and Insch, "When Fit Matters"; CitationChalip and Costa, "Sport Event Tourism"; and CitationHigham and Hinch, Sport and Tourism.18.CitationHigham and Hinch, Sport and Tourism.19.CitationFlorek and Insch, "When Fit Matters."20.CitationJordaan, "Legacy Lessons Learnt."21. CEO of the 2010 World Cup Organising Committee, Interview by Dean Allen, Johannesburg, March 7, 2012.22.CitationJordaan, "Legacy Lessons Learnt."23.CitationHuman Sciences Research Council, Impact of the 2010 World Cup, 13.24.CitationManzo, "Visualising Modernity," 173.25. CEO of the 2010 World Cup OC, Interview by Dean Allen, Johannesburg, March 7, 2012.26. Ibid.27.CitationKnott et al., "The Sport Tourism Legacy."28.CitationBolsmann, "Representation in the First African World Cup," 158.29. See CitationAlegi, "'Feel the Pull'"; Citation"A Nation to be Reckoned with," 399.30.CitationCornelissen and Swart, "The 2010 Football World Cup."31. Global Manager, Events Platform for SAT, Interview by Dean Allen, Johannesburg, March 8, 2012.32. Ibid.33. CEO of the 2010 World Cup OC, Interview by Dean Allen, Johannesburg, March 7, 2012.34.CitationBolsmann, "Representation in the First African World Cup," 156.35. City of Cape Town Director of Technical, 2010 World Cup, Interview by Dean Allen, Cape Town, February 16, 2012.36.CitationTomlinson, Bass and Pillay, "Introduction."37.CitationDonaldson and Ferreira "(Re-)Creating Urban Destination Image"; and CitationTomlinson, Bass and Pillay, "Introduction."38. City of Cape Town Director of Technical, 2010 World Cup, Interview by Dean Allen, Cape Town, February 16, 2012.39. Ibid.40. Global Manager, Events Platform for SAT, Interview by Dean Allen, Johannesburg, March 8, 2012.41. Director of Operations, 2010 World Cup, CoCT, Interview by Dean Allen, Cape Town, February 9, 2012.42. City of Cape Town Director of Technical, 2010 World Cup, Interview by Dean Allen, Cape Town, February 16, 2012.43. Communications Manager, CTT, 2010 World Cup, Interview by Dean Allen, Cape Town, February 16, 2012.44. CEO of the 2010 World Cup Organising Committee, Interview by Dean Allen, Johannesburg, March 7, 2012.45. Communications Manager, CTT, 2010 World Cup, Interview by Dean Allen, Cape Town, February 16, 2012.46. Director for Communications and Official Spokesperson for the 2010 World Cup, CoCT, Interview by Dean Allen, Cape Town, February 23, 2012.47. City of Cape Town Director of Technical, 2010 World Cup, Interview by Dean Allen, Cape Town, February 16, 2012.48. CEO of the 2010 World Cup OC, Interview by Dean Allen, Johannesburg, March 7, 2012.49. Chief Director of Client Support, Liaison, Events and Facilities from SRSA, Interview by Dean Allen, Pretoria, March 8, 2012.50.CitationHuman Sciences Research Council, Impact of the 2010 World Cup, 13.51.CitationProvincial Government of the Western Cape, Cape Ability.52. City of Cape Town Director of Technical, 2010 World Cup, Interview by Dean Allen, Cape Town, February 16, 2012.53. See CitationCape Higher Education Consortium, City of Cape Town2010; and Provincial Government of the Western Cape, Cape Ability.54. CEO of the 2010 World Cup Organising Committee, Interview by Dean Allen, Johannesburg, March 7, 2012.55. Chief Director: Client Support, Liaison, Events and Facilities from Sport and Recreation South Africa, Interview by Dean Allen, Pretoria, March 8, 201256. CEO of the 2010 World Cup Organising Committee, Interview by Dean Allen, Johannesburg, March 7, 2012.57. Global Manager, Events Platform for SAT, Interview by Dean Allen, Johannesburg, March 8, 2012.58. See, for example, City Press, June 13, 2010.59. Head of the Legacy Unit of the 2010 World Cup OC, Interview by Dean Allen, Johannesburg, March 7, 2012.60. City of Cape Town Director of Technical, 2010 World Cup, Interview by Dean Allen, Cape Town, February 16, 2012.61. Director of Technical, 2010 World Cup, CoCT, Interview by Dean Allen, Cape Town, February 16, 2012; Chief Director of Client Support, Liaison, Events and Facilities from Sport and Recreation South Africa, Interview by Dean Allen, Pretoria, March 8, 2012.62. Communications Manager, CTT, 2010 World Cup, Interview by Dean Allen, Cape Town, February 16, 2012.63. For analysis of this debate see, for example, CitationBaines, "Playing by FIFA's Rules"; and CitationManzo, "Visualising Modernity."64. Ibid.65. Director of Communications and Official Spokesperson 2010 World Cup, CoCT, Interview by Dean Allen, Cape Town, February 23, 2012.66. Manager of 2010 World Cup Integration (Financial Planning and Control), CoCT, Interview by Dean Allen, Cape Town, February 23, 2012.67. Chief Director: Client Support, Liaison, Events and Facilities from Sport and Recreation South Africa, Interview by Dean Allen, Pretoria, March 8, 201268. 2010 Coordinator from the Department of the Premier, WCPG, Interview by Dean Allen, Cape Town, February 16, 2012.69. Communications Manager, CTT, 2010 World Cup, Interview by Dean Allen, Cape Town, February 16, 2012.70. City of Cape Town Director of Technical, 2010 World Cup, Interview by Dean Allen, Cape Town, February 16, 2012.71. Ibid.72.CitationBaines, "Playing by FIFA's Rules."73. See CitationHuman Sciences Research Council, Impact of the 2010 World Cup, 13.74. Ibid., 80.75. Global Manager, Events Platform for SAT, Interview by Dean Allen, Johannesburg, March 8, 2012.Additional informationNotes on contributorsDean AllenDean Allen is part of the Department of Sports Management at Cape Peninsula University of Technology, Cape Town, South Africa.Brendon KnottBrendon Knott is part of the Department of Sports Management at Cape Peninsula University of Technology, Cape Town, South Africa.Kamilla SwartKamilla Swart is part of the Centre for Tourism Research at Cape Peninsula University of Technology, Cape Town, South Africa.