Situational Analysis Opportunities for SABCOHA before, during and after

The 2010 FIFA Soccer World CupTM

Prepared by Kai Crooks-Chissano SABCOHA 2010 World Cup Consultant February 2010 Email: kai@sabcoha.co.za

mailto:kai@sabcoha.co.za

1 | P a g e

Situational Analysis on opportunities for SABCOHA before, during and after the 2010 FIFA World CupTM 8 February 2010

Situational Analysis Opportunities for SABCOHA before, during and after the 2010 FIFA Soccer World CupTM

1. OVERVIEW

The Fdration Internationale de Football Association (FIFA) Soccer World CupTM is the biggest

international sporting event on earth, and in 2010 the 19th World CupTM (WC) will be held in South

Africa, marking the first time since FIFAs inception in 1934 that the Cup is held in Africa. It will be the

grand finale on the continent following the dress rehearsal and successful hosting of the 2009 FIFA

Confederations Cup in South Africa.

From 11 June - 11 July 2010, the 2010 FIFA World CupTM is expected to draw an estimated 460,000

international visitors and more than 26 billion global television viewers from 207 nations on six

continents. As of 28 September 2009, a total of 650,527 tickets were sold, of which 50% were bought by

South Africans and 304,633 tickets bought internationally.1 And as of the end of January 2010 two

thirds of all tickets were sold after the third phase of sales closed.

Ten stadia with seating capacity for over 570,000 people will host 64 matches over 43 days (including

practice and soccer clinics) in nine cities in eight provinces Eastern Cape, Free State, Gauteng,

KwaZulu Natal, Limpopo, Mpumalanga, North West, Western Capewith an average of six matches per

stadium. And there will be fan parks, public viewing areas, and training venues for the 32 qualifying

teams.

Close to 20,000 journalists and 300 broadcasters from around the world will cover the event, and 15,000

volunteers from 170 countries will work with the Local Organizing Committee (LOC) and host cities

assisting in 16 functional areas2.

The government of South Africa has invested 600 billion rands into infrastructure, which will benefit the

World CupTM. And according to a study by Grant Thornton Strategic Solutions, the 2010 FIFA World CupTM

will contribute at least R55 billion to the South African economy and create 415,000 direct jobs.

Alongside infrastructure and economic legacy benefits for South Africa, the 2010 World CupTM will

provide opportunities for social and cultural legacies, and one important area is HIV prevention. With

an estimated HIV prevalence of 10.6%3, accounting for 5.2 million people living with HIV, prevention

efforts need to be strengthened, sustained and supported. Furthermore, 2010 is not only the year of

1 Presentation by Dr. Victor Ramathesele, 2010 LOC Chief Medical Officer, at the SANAC Sport & Entertainment Sector 2010 WC Symposium, 18 November 2009, Braamfontein, South Africa. 2 Volunteers will work in accreditation, marketing, media, protocol services, spectator services, transportation, administration, environmental services, welcome and information services, information technology and telecommunication, language support, rights protection programme, logistic services, hospitality and ushering services and volunteer management. Source: http://www.fifa.com/worldcup/organisation/media/newsid=1082618.html 3 Mid-year Population Estimates 2009 (Statistical Release 27 July 2009). Statistics South Africa

http://www.fifa.com/worldcup/organisation/media/newsid=1082618.html

2 | P a g e

Situational Analysis on opportunities for SABCOHA before, during and after the 2010 FIFA World CupTM 8 February 2010

delivery for the World CupTM, but South Africa at the 2001 UN General Assembly Special Session on

HIV/AIDS (UNGASS) made commitments to achieve Universal Access targets for comprehensive HIV

prevention programmes, treatment, care and support by this time. One of Governments priorities,

which are outlined in the National Department of Health 2009-2011 National Strategic Plan, is to

mobilize leadership structures and communities and create a social compact in the response to HIV and

AIDS.

On World AIDS Day 2009, President Jacob Zuma issued a Call to Action to the nation launching a

massive campaign to mobilize all South Africans to get tested for HIV. He exhorted that prevention is

our most powerful weapon against the epidemic and all South Africans should take steps to not become

infected, not infect others, and they should know their status. Against this backdrop, the 2010 FIFA

World CupTM provides opportunities for HIV prevention activities, mass mobilization and outreach to a

significant number of people and also increasing the involvement of the Business Sector in the National

Strategic Plan. In this regard, the South African Business Coalition on HIV/AIDS (SABCOHA) will position

its initiatives to contribute to the Call before, during and after the World CupTM.

The objective of this situational analysis is to scope HIV prevention social marketing opportunities for

the Business Sector before, during and after the World CupTM, focusing on the Health Sector. This

analysis was prepared over the course of 15 days in November 2009, and is based on meetings,

interviews, consultations with stakeholders and internet searches. It is largely an information gathering

exercise and provides the following:

Relevant information on the set up and organizing of the World CupTM

Opportunities within the WC that SABCOHA can tap into and link their existing programs

Planned activities (not exhaustive)

Way forward and Recommendations

Provinces matrices

2. SITUATIONAL ANALYSIS SABCOHA received funding from the United States Centers for Disease Control and Prevention (CDC) to

conduct health messaging, social marketing and HIV prevention activities before, during and after the

2010 FIFA World CupTM and to explore marketing opportunities for the Business Sector through

mainstream and periphery events. SABCOHA will employ a three- pronged strategy to:

Extend the scope of existing projects funded by the CDC (Project Promote)

Support member organizations initiatives and

Partner with existing initiatives in soccer.

In order to understand how to work during the WC period and FIFAs rules and regulations, SABCOHA

decided on a scoping of provisions, prohibitions and potential opportunities and information gathering.

3 | P a g e

Situational Analysis on opportunities for SABCOHA before, during and after the 2010 FIFA World CupTM 8 February 2010

3. CONTEXT

3.1 Organizational structure of the 2010 World CupTM

FIFA is the worlds football governing bodyan association of 208 member associations whose

objectives are to improve the game; organize international competitions , such as the World CupTM;

draft, enforce and monitor regulations; and ensure the integrity of matches or competitions. The World

CupTM Organizing Committee is the local entity that organizes the Cup based on FIFAs requirements.

The 2010 Local Organizing Committee (LOC) members are: Dr Danny Jordaan, Chief Executive Officer and the senior management of OCs Chief Officers: Chief Competitions Officer, Derek Blanckensee Chief Security Officer, Linda Mti Chief Financial Officer, Farouk Seedat Chief Communications Officer, Richard Mkhondo Chief Operations Officer, Nomfanelo Magwentshu Chief IT & T Officer, Phumlani Moholi Chief Marketing and Commercial Officer, Derek Carstens Chief Transport and Logistics Officer, Skhumbuzo Macozoma

The LOC Chief Medical Officer coordinates all medical services in the host cities, and the LOC Medical

Advisory Team looks after the teams.

The LOC Medical Advisory Team is made up of the following:

1. Dr Victor Ramathesele 2. Prof. Efraim Kramer 3. Prof. Sam Mokgokong 4. Prof. Tim Noakes 5. Prof. Mike Lambert 6. Prof. Bongani Mayosi 7. Prof. Pieter van der Merwe 8. Mr. Peter Fuhri (Chair) 9. Mr. Khalid Galant

3.2 Partners, Sponsors and National Supporters

The 2010 WC is hosted by the South African Football Association and guaranteed by the Government of

South Africa. The WC is big business and FIFAs largest money spinner. According to Dr. Victor

Ramathesele, 2010 LOC Chief Medical Officer, most of the 2009 events were not financially profitable

4 | P a g e

Situational Analysis on opportunities for SABCOHA before, during and after the 2010 FIFA World CupTM 8 February 2010

and the World CupTM, FIFAs flagship event, makes its money from marketing and selling rights4. And in

February 2010, the media reported that FIFA expects a marginal loss at the World CupTM.

There are three tiers of marketing affiliates partners, sponsors and national supporters who have

made a huge financial investment to be part of the event, and in return are guaranteed primary rights in

the stadia and FIFA Fan Fest SitesTM. The partners are Adidas, Coca Cola, Emirates, Hyundai, Sony, and

Visa; Sponsors- Budweiser, Castrol, Continental, McDonalds, MTN, Satyam; and National Supporters5: BP

Ultimate, FNB, NeoAfrica, Prasa and Telkom.

FIFA has outlined four areas for business opportunities around the World Cup