UJ Institute for the Future of Knowledge

SA’s mega-event lustre dims as inequality takes shine off 2010 Fifa World Cup success

Given South Africa’s domestic challenges that have been further exposed by the Covid-19 pandemic, it is clear it is not well placed to host the Olympic Games, or other mega sporting events, anytime soon.

Ten years ago, South Africa took advantage of the opportunity presented by its hosting of the 2010 Fifa World Cup to communicate its brand to the world through the intersection of sport, politics and diplomacy. Prior to this event, South Africa had successfully hosted the 1995 Rugby World Cup, the 1996 Africa Cup of Nations (Afcon), and the 2003 Cricket World Cup.


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