The interest shown in the 2010 FIFA World Cup, from trade and business worldwide, has already surpassed the organisers' expectations. This World Cup event is not only politically historical - but also financially: It is anticipated to be the most commercially successful since the first tournament in Uruguay, 76 years ago.
According to FIFA President Sepp Blatter, the 2010 event has already attracted more marketing and television attention than the 2006 event. "The market trusts Africa. The contracts we have already signed for 2010 are higher than the contracts for 2006 in Germany, by about 25%."
Agreements with five strategic partners for 2010 are valued at more than R6.5 billion (about $821 million) - this dwarfs the R5.6 billion ($700m) worth of deals done for the 2006 FIFA World Cup, in Germany.
Companies have to fork out about R1 billion ($125m) to be one of the six worldwide partners involved with the 2010 FIFA World Cup. In addition there will also be eight World Cup sponsors and four to six national sponsors. Entry level sponsorship is likely to be around R320 million ($40m).
But that's not all. Local trade is making sure that South Africa is working tirelessly to make trade more fast and efficient.
- The new King Shaka International Airport in Kwa-Zulu Natal will include an adjacent trade hub. The Dube TradePort will occupy 35 hectares, and will have a cargo terminal with the capacity to handle 6 million passengers a year. The Dube TradePort will feature an art export development, incorporating a new air platform, linked with the seaports of Durban and Richards Bay. The TradePort will also have a new trade zone, cyberport, perishables facility, inter-modal freight transfer facility and other commercial and retail opportunities. By attracting private sector investment, and providing a platform that will enable local exporters to more effectively penetrate global markets, the Dube TradePort will be a catalyst for economic development and sustainable job creation.
- The promise of the 2010 FIFA World Cup on African soil, has given the region a good international impetus. There will be importation of skills to South Africa from other African countries, to help with some of the country's developments and the hosting of the event.
Speaking at a three-day investment and trade conference for African Business Leaders, Paul Baloyi, Chief Executive of the Development Bank of Southern Africa, said the 2010 FIFA World Cup offered a good opportunity for strengthening regional integration. "We need to practically begin to engage with other African countries in and around the event, [to ensure that] they receive the benefits of this event," Baloyi said. Other African countries should be involved in "all the key development initiatives, based around infrastructure, tourism and other major services".
The conference was sponsored by New Partnership for Africa's Development (NEPAD), the Commonwealth Business Council and South Africa's Department of Trade and Industry (DTI). Its main focus was the 2010 FIFA World Cup, and how African trade could best benefit from the event.
About three million visitors are expected to arrive in South Africa during the four-week tournament, and all facets of trade in Africa are expected to boom during and after the event.