World Cup Boosts Marketers, Not Africa

The upcoming 2010 FIFA World Cup in South Africa is a showcase for both international soccer (or football) stars and brands. As we've reported, such brands as Adidas and Nike will be competing head-to-head for brand bragging rights. 

But there is another aspect of the 2010 FIFA World Cup that often goes under-reported from a branding perspective: the continent selected for this year's tournament.

When it announced the World Cup slogan back in November 2007, FIFA said, "Africa is a continent with a rich reservoir of resources, but the continent's biggest asset by far is the warmth, friendliness, humility and humanity of its people. This was the inspiration for the Official Slogan of the 2010 FIFA World Cup: 'Ke Nako. Celebrate Africa's Humanity.' "

South Africa's president, Thabo Mbeki, added at the time, "We want, on behalf of our continent, to stage an event that will send ripples of confidence from the Cape to Cairo -- an event that will create social and economic opportunities throughout Africa."

Sounds good, yet one has to wonder: what will the 2010 FIFA World Cup really do for Africa?

Yes, it will focus international media attention on a major sporting competition for an extended period of time. It is South Africa, as the host country, that is likely to gain the most from the coverage. South Africa, however, already has a high profile and a level of sophistication about marketing itself (witness Brand South Africa) that overshadows other African nations.

The 2010 FIFA World Cup will surely result in a great marketing opportunity for numerous commercial brands, as well as the promotion of South Africa. As for "Brand Africa," though, the influence of the World Cup may be nothing more than a slogan.

As South African marketer Thabani Khumalo writes on BizCommunity.com, the 2010 FIFA World Cup could be a "missed opportunity to inspire possibility; connect that possibility with opportunity and cultivate a new and sustainable momentum of reality for Africa and Africans. Brand Africa is in need of a change if Africa is to take its rightful place in world markets."

It also doesn't help if FIFA won't allow African businesses to promote the World Cup and their own interests without fear of legal retribution.