No wonder Bafana, in the recent Markinor Sports Brand Loyalty Survey published in AdFocus 2006, lagged way behind the Proteas and Springboks on the 'trust and confidence' indicator, despite soccer being by far the most popular sport.
FIFA has long understood this, as since the late 90's they had defined their brand and put in place a structure to manage and control all the other competitions that they stage. FIFA, working with the LOC, will ensure 2010 is a great success. In the last issue of the Journal of Marketing I suggested “Ten ways of assessing your brands,” ending with a reference to a piece on Brandchannel: 'Ten ways to screw up your brands.” SAFA would benefit by reading both.
It is no accident that big sports brands are highly sought after prizes for wealthy top businessmen. Who would have thought a few years ago that the top two English clubs would be owned by a Russian and an American. They don't just bring money they also bring business and management skills and acumen. In South Africa, Sundowns have just won the Premiership title, beating many better-known rivals, but the result of three years of investment by local businessman, Patrice Motsepe, and a totally professional approach to the game.
The 2010 FIFA World Cup will give South Africa many opportunities, just one being branding and design. Since 2002 FIFA has always worked closely with the host country to create a brand that while building the World Cup, has a local flavor. Starting a process in June last year, FIFA is working together with the LOC, cooperating with Think (The Industry Council for Graphic Design in South Africa) and the 2010 identity will be unveiled just before this year's final. Due to the strict security surrounding this event I am not allowed to say more.
But all the stakeholders for 2010 would do well to ponder the words of the British Design Council: “Using design throughout your business ultimately boosts the bottom line.” 2010 is a colossal opportunity for South Africa and Bafana. We must not waste it.
Jeremy Sampson is Chief Executive of Interbrand Sampson. He can be reached at jeremy@ibsa.co.za.
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