(28 May 2008) It is a common misperception that the 2010 Fifa World Cup is so bound up in rules and regulations that only multi-national corporations and sponsors with very deep pockets will be able play a role in the globe’s largest event. Not so, says Accelerate Cape Town CEO Guy Lundy. “Cape Town will be hosting a semi-final, as well as the pool matches, and has the right to stage an official fan park. These will have to be catered, secured and monitored. Entertainment and sanitation will have to be provided. Signage will have to be produced. All of these smaller but incredibly integral services will be supplied by local business. There are plenty of opportunities to get involved, and we urge that everyone who is able to, does.”
To illustrate exactly what Cape Town has planned for the tournament and what sorts of business opportunities exist, Accelerate Cape Town arranged for top officials involved in the city’s 2010 planning to address business leaders. Deputy Mayor Grant Haskin emphasized how far the city has already come: today is 744 days until kick off. On June 11 the World Cup will be exactly two years off. The stadium is already 40 percent complete and 17 cranes are in non-stop operation to ensure that the December 2009 deadline is met.
Lesley de Reuck, 2010 director of operations for the City of Cape Town, gave an overview of the updated fan park footprint and PVAs (public viewing areas). Subject to Fifa approval, the Grand Parade will be the official fanpark, with the official fan mile stretching from there to the stadium via Somerset Road. “Facilities such as food and beverage stalls, and serviced toilets will have to be provided,” he says, “Fifa rules stipulate that the official fan park must have a stage large enough to accommodate live entertainment so we will need service providers in that sector too. I want this to be an African event, with Cape Town’s best musicians and entertainers.”
PVAs will be staged at the Athlone Stadium, Bellville Velodrome and Swartklip Sport Complex. Like the fanpark, entry will be free and all 64 matches will be relayed live to big screens. Entry to all viewing areas will be capped to ensure that traffic is manageable and that disaster management and security risks are kept to a minimum. Opportunities will exist for private security contractors, suppliers of fencing and uniforms, arts & crafts traders and producers of memorabilia.
Teral Cullen, 2010 director of co-ordination for the City of Cape Town, explained the legalities surrounding third party viewing rights and the rights protection programme. She pointed out that non-commercial third party viewing areas, such as pubs that generally screen sport as part of their offering to patrons, will be permitted to operate as long as they adhere to simple guidelines. They may not use official Fifa marks (logos etc) or charge entry fees. They must show the matches live (ie with no delays or replays except those included in the SABC feed). As long at the venue is licensed correctly, a free licence to show the matches will be automatically granted.
Where a commercial viewing area is staged, all entry fees will have to be donated to Fifa’s 2010 social responsibility programme. “If you feel unsure about your establishment, please email publicvieiwing@fifa.org,” she urges. “We want as many people as possible to see the matches, so third party viewing areas are critical.”
The protection of rights is to shield the official sponsors against unfair competition, ambush marketing, counterfeit merchandise, and infringements on their intellectual property and trademarks. Cullen pointed out that the Special Events Bill covers these, and that a 2010 bylaw will ensure that it is enforced. The exclusion zone around the stadium will be patrolled to ensure that it remains exclusive to Fifa affiliates, and spectators will be monitored for banners and other items that infringe the rights protection programme.
Pieter Cronje, director of communication, gave a summary of how Cape Town will be marketed in the run up to the tournament. “Globally 270 million people play soccer, and cumulatively 35 billion people watched the 2006 World Cup in Germany. So the exposure for Cape Town will be enormous, especially after the Beijing Olympics are over and the world’s media begins concentrating on the next big international event.”
He urges Capetonians to embrace the World Cup. “Vote in the poster competition that is currently being held. When the Confederations Cup is held next year, remember that all the South American teams – like Brazil – will be flying into Cape Town. Let’s welcome them and urge them to come back. Teams for the 2010 World Cup will have to choose their base camp hotels so let’s encourage them to stay in Cape Town. We want Cape Town to be known as Africa’s greatest destination.”
But Cronje also pointed out if interested parties fragment their efforts they will confuse visitors with non-aligned messaging. “This is why it is so important for everyone to buy into the World Cup and embrace it as one.”
Wrapping up the information session, de Reuck explained the volunteer system. “We will need about 2 400 volunteers for the World Cup. We will be recruiting online and vetting all applicants very carefully, in conjunction with national security. They must be uniformed, and trained in everything from visitor information to combating attempts at ambush marketing. The German volunteers spoke 45 different languages and enjoyed their time so much that they are apparently planning a reunion in South Africa in 2010.”
“Many opportunities for business exist in myriad sectors,” agreed Lundy. “Contractors and suppliers in catering, event management, security, entertainment, hygiene, accommodation, guiding, transport, fencing, signage and merchandising are critical. Unlike Europe, South Africa is a long-haul destination, so as much as possible connected to the World Cup will be produced locally instead of being imported. With careful planning and strategic thinking, we can all benefit from the 2010 World Cup. I urge all companies not to let this rare opportunity pass them by.”
OTHER INTERESTING FACTS
815 million litres of beer were consumed at the 2006 Fifa World Cup
Five of the 32 teams in the final draw will be African.
Four of the five ticket packages for fans include Cape Town. One package allows that if a fan’s team falls out of the tournament, they spend the remainder of their time in Cape Town.
The provincial government is planning five more PVAs across the Western Cape.
All PVAs must be in operation from 10am to 12am. They will hold a ratio of one person to every square metre.
At least six big screens will line the fan mile.
All presentations used at this meeting are available at http://www.acceleratecapetown.com/power-point-presentations
ENDS
PREPARED BY The Phoenix Partnership
FOR CLIENT Accelerate Cape Town
FOR MORE INFO Angela Aschmann 021 686 2331 or aschmann@phoenixpartnership.co.za
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