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The branding lessons of football

10 Jul '06
10 min read

This state is set to get worse before it gets better for two reasons: one is the move by big business and certain high profile businessmen to add their influence to soccer, and two: the increasing realization of the money involved. Back in 2004 it was already being estimated that 2010 would result in: over 235 000 visitors coming to South Africa; they would spend collectively over R21 billion; over 160 000 new jobs would be created; but that some R2.3 billion would need to be invested upgrading and building stadiums and improving infrastructure.

The first thing to understand is that the main body responsible for soccer in South Africa is SAFA, the South African Football Association, and alongside them the PSL, The Premier Soccer League. The two bodies should be working hand in hand. Despite that, the PSL's CEO was quoted as saying: “There's a chasm of mistrust between the PSL and SAFA”. In order to orchestrate and to bid for 2010, a local Bid Committee (BC) was formed headed by Danny Jordaan. Once the bid was successful the BC had done its job, an extremely professional and efficient job good enough to beat out the rest of the world, and was dissolved.

Out of the BC was created the Local Organising Committee (LOC) to work closely with FIFA in putting together all the planning, up to and including the 2010 tournament. Word has it that FIFA and the LOC are working in excellent harmony, have developed a close working relationship of mutual trust, and that in many areas they are well ahead of schedule. As the count down to the 2010 kick off approaches, this relationship will be tested to the full, but the signs are extremely positive. Danny Jordaan and his team are doing a very professional job.

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