‘Africa's Tournament'? The Branding Legacy of the 2010 FIFA World Cup™

In 2010, South Africa became the first country on the African continent to host the FIFA World Cup. Crucially the hosting of such a prestigious tournament was seen as a chance to prove that this developing nation could host an event of this magnitude as efficiently as the developed economies who had hosted the previous editions of the event, such as Germany in 2006 and Korea and Japan in 2002. Significantly though, this flagship event was also promoted by FIFA as ‘Africa's Tournament' with South Africa encouraged to share the identity and success of 2010 with the entire African continent. Based on the findings from in-depth interviews conducted with event and destination stakeholders from national and regional South African Government departments, this article explores the 2010 tournament as a branding opportunity that was used to promote both the continent of Africa as well as the South African nation. Expanding upon previous studies in this area the challenges and successes of hosting the 2010 World Cup are examined as is the role of mega-events such as the 2010 FIFA World Cup in generating a nation and continent-wide branding legacy. Stakeholders specialising in sport event management, tourism, operations and communications reflect on the branding and exposure for both Africa and South Africa achieved as a result of the event and the degree to which this was coordinated and co-created between various stakeholders. Insights are also given as to the degree to which the branding gains achieved during the event have been leveraged post-2010. As such, this article offers an original socio-historic perspective on existing studies examining the impact of the 2010 tournament.     

Research possibilities for the 2014 FIFA World Cup in Brazil

The FIFA (Federation Internationale de Football Association) World Cup is the world’s biggest soccer tournament and is one of the largest international sporting events. In 2014, Brazil will host the quadrennial FIFA World Cup for the second time in its history. Since this premier global mega-event involves much of the world and Brazil is a major nation that seeks to assert its position internationally, the situation is optimal for exploring various issues. Scholars have examined various aspects of the ongoing preparations. Researchers have several options worthy of exploration including, but not limited to, relevant social phenomena, the social, cultural, economic and educational impact, as well as the cultural practices related to this mega-event. The aim of this literature review is to present some key areas that should be considered in regards to the 2014 FIFA World Cup in Brazil.     

Fans and states at work: a Ghanaian fan trip to the FIFA World Cup 2010 in South Africa

The FIFA World Cup for men (hereafter referred to as the FIFA World Cup) is possibly the biggest global media event. Winning or losing often gives rise to expressions of collective degrees of national pride or disappointment. But, it is not only the performance of the teams that is of significance in this respect; the devotion of fans to the game and their loyalty to their own national team are also an important vehicle of identity and self-affirmation as a nation. Thus, no country can afford to dispense with the travelling model of the enthusiastic fan as a representative of national identity. Through an ethnographic study of Ghana’s state-financed fan trip to the FIFA World Cup 2010 in South Africa, we will show how the actors involved (government, opposition, fans and media) negotiate national identity and representation.     

Sports mega-events in the perception of the local community: the case of Itaquera region in São Paulo at the 2014 FIFA World Cup Brazil

Hosting sporting mega-events involve considerable investment in and significant engagement with local communities. This paper contributes to the burgeoning literature about sporting mega event’s socio-geographical impacts on tourism, employment, urban regeneration, and socio-economic and cultural benefits. Within the context of 2014 FIFA World Cup in Brazil, we assess, utilizing interview data from local communities, the impact of the construction of the 2014 World Cup’s opening venue, ‘Arena Corinthians’ soccer stadium, in Itaquera, as well as other infrastructure developments more widely in the East Zone of São Paulo. The results point to the diversity of opinions among the resident community about the real legacies resulting from this sport mega-event.     

‘Girls just want to have fun?’ Sex differences in motives of watching the FIFA World Cup and the UEFA European Championship

With global media attention and a global reach, mega-sporting events play a crucial role in sports communication. Although the audience of these events has traditionally been overwhelmingly male, in recent years they have attracted an increasing number of women. The present paper therefore explores women’s and men’s motives for watching three mega-sporting events – FIFA World Cup 2006, the UEFA European Championship 2008 and FIFA World Cup 2010 – and compares the intensities of the three central motives of thrill, entertainment and information, especially as they relate to participants’ levels of general interest in sport. The results indicate that as their interest in sport increases, the differences between the motives of women and men decrease. This finding provides valuable initial insights into the increasing popularity of mega-sporting events among women.     

南非世界杯决赛阶段球队失球区域与防守失误特征的分析研究

对第十九届南非世界杯决赛阶段32支球队145个失球区域、防守失误特征进行系统的分析与研究,旨在揭示该届世界杯足球赛各队失球的一般规律与特点,对足球运动的的科学训练、提高比赛的防守质量与效率提供一些理论参考与建议。     

中国办赛“危”中寻“机”

当国际奥委会的TOP赞助商由12个缩减至9个，当2012年奥运会在英国《每日镜报》的笔下变成了“伦敦穷运会”，当迫于原材料价格上涨和货币贬值等原因，南非世界杯的场馆建设费用将至少超支3．2亿美元时，中国似乎成为了金融海啸中的一艘诺亚方舟。     

后世博上海体育休闲旅游发展研究

＂十二五＂期间,上海着力打造世界著名旅游城市,推行市民旅游休闲计划,以及大力发展体育休闲产业。主要采用文献资料法、实地调查法等,对后世博上海体育休闲旅游发展的重要意义及上海体育休闲旅游资源现状及其分类进行阐述和分析,并对后世博上海体育休闲旅游发展提出相应对策和建议。     

Opportunities for all the Team: Entrepreneurship and the 1966 and 1994 Soccer World Cups

Abstract

Little research has been published as to the ways in which the commercial aspects of the Fédération Internationale de Football Association’s (FIFA) World Cups are organized. Extant literature has instead tended to focus upon infrastructure issues, economic geography, and cultural aspects. Drawing upon ‘swarm theory’ and historian Wray Vamplew’s typologies of entrepreneurial activity in sport, we compare and contrast the commercial aspects of two World Cups; first, the 1966 tournament held in England, the first time that a serious attempt had been made to produce and licence a mascot character (‘World Cup Willie’) to exploit merchandizing opportunities. This approach became an important part of World Cups thereafter; Second, the 1994 tournament in the USA, the most commercially successful World Cup ever, realizing record profits and catalyzing the re-launch of elite professional soccer in the USA. These cases enrich understanding of the networks and entrepreneurial activity of the World Cup, one of the most significant sporting and cultural mega-event projects in the world.     

2010年南非世界杯足球赛黄牌判罚统计分析

采用文献资料法、观察统计法、数理统计法、专家访谈法,对2010年第19届南非足球世界杯裁判员临场执法中所出示的黄牌判罚进行研究。结果显示：A区犯规被判罚黄牌的次数最多,为83张,占黄牌总数的31．80％;下半场累计出示黄牌149张（不含加时赛）;故意手球被判罚黄牌17张;被犯规一方身体小腿部位被侵犯次数最多。     

The up-front legacies of France 2019: changing the face of ‘le foot féminin’

ABSTRACT

The drive to develop women’s football in France, a game 100 years old albeit one long-stigmatised, was thrust into high gear in 2011. Since then, a confluence of events and cultural changes, from on-field results and officials’ investment of greater resources to winning the 2019 World Cup host bid, greater mediatisation of women’s players, and more – including the spectacular 2010 meltdown of Les Bleus in South Africa – have combined to energise and grow the game. This newfound dynamism was unforeseen a decade ago and illustrates some of France’s biggest World Cup legacies: the up-front investments underpinning the sport’s development during the 2010s, and the ways the country has repackaged itself as a champion of women’s football and women in football, forever changing the face of ‘le foot féminin’.     

判罚越位准确性的影响因素分析

2010年第19届世界杯足球比赛在南非举行,来自世界各地32个国家的足球队参加了比赛。共进行了64场比赛,145个进球。本届杯赛的裁判执法是历届杯赛中受到质疑最多的一次,有近10场比赛出现了严重的错漏判,其中有六场关键比赛因为越位进球嫌疑影响了比赛结果,球场上多次出现球员围攻裁判、爆粗口现象,引起了全世界广大球迷的极度不满,国际足联倍感压力,一度引发了足球场上是否使用“鹰眼”（电子录像技术）的争论。本人作为一名足球裁判,世界杯期间,从裁判的角度收看了全部64场比赛,并通过查阅大量文献资料、反复观看有争议的越位进球视频及访谈专家,在收集典型战例的基础上深入地探析一下如何在执法中准确判罚越位。希望对年轻的足球裁判员有所启示,对提高我国足球运动发展及提高裁判员的业务水平能有所裨益。     

中国英利赞助南非世界杯的意义与借鉴

文章根据体育营销的基础理论,对英利集团赞助南非世界杯足球赛的意义进行了分析探讨。英利集团的非常规的体育营销思维、敢于迈出第一步的精神以及高度的企业社会责任感都值得那些体育营销企业去借鉴与学习。     

Child sex tourism in the context of the 2014 FIFA Football World Cup: the case of the host city of Recife,Brazil

This study aims to analyse the issue of child sex tourism (CST) and its correlation with sporting mega-events, taking into consideration the implementation of preventive public policy in the host city of Recife (located in the north-east of Brazil), during the 2014 FIFA Football World Cup. Through a qualitative approach based on a three-year longitudinal study – using interviews, observation and photographs – the theme will be analysed by considering the involved social issues, and the implications for excluded sectors of society in the organization of so-called mega-events. A total of 36 interviews were conducted with 22 individuals, who were divided into three groups: project managers, local population and children abused. CST does not occur in a vacuum and cannot be disconnected from more general social, economic and cultural concerns, which are often overlooked in analyses. Although this study is based upon a short-term timescale, the results obtained in the analysed projects have been satisfactory, but over the long term, effective social and educational measures must be prioritized in order to improve the situation for the actors involved. As part of a sporting mega-event, the topic of child sex tourism remains marginal, particularly in countries where social inequality persists.     

解读神话:南非世界杯电视转播的符号学研究

2010年南非世界杯的电视转播被公认为是成功的范例.从机位、麦克风的设置和字幕设计等符号群,可以清晰地看到转播在符号双轴--组合轴和聚合轴的实际操作上的努力.作为话语的解说则承担着转播个性化的重要使命.在转播中还存在着三级神话:明星凝视、权威建构、女性和种族偏见,隐含在转播的深层结构之中.通过对世界杯电视转播的符号学解读,我们可以厘清现代电视体育转播的神话机制.     

The impact of a mega-event on inter-organisational relationships and tie strength: Perceptions from the 2011 Rugby World Cup

Few studies have investigated the impact of mega-events on existing, inter-organisational relationships within regional tourism networks and how the event may change these relationships. This research explores the perceived impact of the 2011 Rugby World Cup (RWC 2011) on relationships and tie strength between Tourism Auckland (as the focal organisation) and its partner organisations. The research utilises an exploratory, qualitative case study approach. Data were collected using semi-structured pre- and post-event interviews, a formal survey and a documentation review. Emphasis was placed on comparing the intra-regional versus the inter-regional destination environment. The findings demonstrate the significant opportunities of a mega-event to strengthen existing relationships among organisations involved, and to build a valuable portfolio of both strong and weak ties. RWC 2011 positively impacted on intra-regional relationships as opposed to inter-regional relationships. A model is developed illustrating these findings. The findings can help practitioners to strategically leverage relationships, both intra- and inter-regionally. This would not only assist in attracting and delivering successful events in the future but also in creating more competitive destinations.     

体育赛事的新闻价值——新闻价值模型在2010年南非世界杯报道中的应用

通过使用Shoemaker等人的新闻价值模型,分析新闻价值指标是否对2010年南非世界杯足球赛的体育报道产生了影响。该新闻价值模型假设:一场比赛越是重要和反常,媒体对其的报道就越显著。世界杯单场比赛的重要性和反常性根据FIFA排名来确定。测定每场比赛媒体报道的显著性,将其作为4种不同文本的因变量:美国传统媒体、美国网络媒体、我国传统媒体、我国网络媒体。研究结果表明,在预测媒体对体育赛事的报道上,此新闻价值模型基本有效。与网络新闻媒体相比,此价值模型更适用于传统新闻媒体。     

Africa and the ‘World’ Cup: FIFA Politics,Eurocentrism and Resistance

The development of African football in the international playing arena during the last 25 years has been such that several noted commentators have predicted that the name of an African nation will soon be appearing on the World Cup trophy. [1 Most notably, Walter Winterbottom and Pelé expressed their belief that an African nation would win the World Cup before the new millennium. Such predictions remain unfulfilled, but the assertion of the former FIFA President João Havelange that an African team would qualify for the last four by, at the latest, 2002, was a feat that Cameroon and Senegal both narrowly missed out on during the 1990 and 2002 World Cups respectively. See F. Osman Duodo, ‘On the Threshold of Eating With Kings’, FIFA Magazine, Oct. 1996, 13–14. ] With the exception of Senegal's valiant efforts in reaching the quarter-finals of the 2002 tournament, the relatively weak performances of the continent's other representatives at the two most recent editions of the game's premier international tournament would not appear to bear out this assertion. [2 During France ‘98, only Nigeria qualified for the knock-out phase. At Japan/South Korea 2002 only Senegal reached the latter stages of the competition although the four other teams narrowly failed to progress from the group stages. ] The promise offered by Cameroon's quarter-final appearance at Italia 90, Nigeria and Cameroon's Gold medals at the 1996 and 2000 Olympic football tournament and African successes in FIFA's under-age competitions thus remains unfulfilled. [3 Nigeria and Ghana have twice won the biennial under-17 World Youth Championship since its inauguration in 1985. ] However, the disappointment that greeted the early exits of most of the African representatives in 1998 and 2002 should not conceal the fact that, in a political sense, both tournaments were a major victory for the African game. When one considers that African representation at the World Cup has historically been restricted by a Eurocentric bias at the heart of FIFA, the participation of five nations at both France 98 and Japan/South Korea 2002 allows these tournaments to be viewed as significant milestones for African football. Drawing on analyses of primary archival materials and other sources, this essay examines the ways in which the World Cup Finals, and more specifically, the political debate surrounding the distribution of places for the tournament has come to represent one of the key arena's in which Africa's quest for global football equity has manifested itself. [4 For a discussion of Africa's struggle for global equity within FIFA see P. Darby, Africa, Football and FIFA: Politics, Colonialism and Resistance (London and Portland, OR: Frank Cass, 2002). ] The essay concludes by assessing the extent to which the discourse on Africa's place at the World Cup can be read as a reflection of broader First World-Third World power relations.     

从南非世界杯看体育赛事、传媒、体育产业的互动关系

文章运用文献资料法,结合2010年南非世界杯,对体育赛事、传媒、体育产业三者之间的互动关系进行深入分析研究,结果表明体育赛事与传媒是一种互利的"联姻关系",传媒居主动;体育产业得益于两者的繁荣,并在此前提下,才会获得高速发展;三者关系中,本应居核心地位的体育赛事却最脆弱,赛事的纯洁性不断受到传媒收视率的威胁;保持纯洁性并争取利益最大化是体育赛事在互动关系中谈判的底线。     

Beyond the reach of FIFA: football and community ‘development’ in rural South Africa,towards a politics of inclusion and sustainability

The real legacy of the 2010 World Cup is that people in the focus areas of Cape Town, Durban and Johannesburg–Tshwane may have received some benefit from infrastructural development while much of the rest of South Africa has fallen further behind those globally projecting conurbations. Though the literature on sport and community development is growing rapidly as is work on legacy and mega events, there are few studies that examine initiatives generated within local communities, particularly those located well away from the activities of international sport development agencies. In this paper, we examine a village football team in rural Mpondoland in the far reaches of the Eastern Cape located well away from the impact of World Cup football-related initiatives. We also explore activities of international sport development agencies. We examine the motivations of the players, the community role that football plays and how community-generated initiatives might be supported and nurtured with full involvement and democratic decision-making practices embedded into the operation of local sporting groups. Understanding the hurdles faced in resource-strapped communities will enhance discussion of the ways in which sporting development can be supported rather than imposed and become sustainable in the future.