Africa's 2010 media opportunity
16 August 2007
The 2010 Fifa World Cup will attract a massive global television and radio audience, offering Africa an unprecedented media opportunity, says African Union of Broadcasters president Ben Egbuna.
Addressing marketers and communicators from around the continent at the second annual 2010 National Communication Partnership Conference in Johannesburg on Wednesday, Egbuna said Africa's communicators had to seize the opportunity to counter negative perceptions of the continent.
"If only 50% of the 6.2-billion world population watches the television and listens to the radio and commentaries, then no amount of investment in advertising, marketing and sales could capture the magnitude of such an audience for Africa," he said.
At the same time, Egbuna warned, this meant the costs of failure were high. "Many of our critics, those who believe that ... Africa is incapable of doing anything right, are looking forward to a flawed and mediocre organisation of the tournament."
The conference - themed "Africa's time has come" - brought together over 350 marketers and communicators from across Africa to discuss how to take advantage of the marketing opportunity presented by the World Cup create a "global mind-change" about the continent.
Aligning Africa's message
Yvonne Johnston, CEO of the International Marketing Council of South Africa, told conference delegates that the key benefit of hosting world's biggest sporting event would be the "global airtime Africa takes up in people's headspace over a concentrated period of time".
If Africa's communicators developed clear, consistent messaging around the 2010 World Cup, this would mobilise Africans behind a common cause and lead to a change in perceptions of the continent.
"We must contextualise and balance the African story," Johnston said. "We must take control of our narrative. We must all entrench one message."
On schedule, within budget
2010 Local Organising Committee chief executive Danny Jordaan dismissed pessimism about South Africa's ability to host a successful tournament, telling delegates: "We are on track, on schedule and within budget".
While hosting the event would test the country's infrastructure and "fiscal muscle", South Africa was up to the task.
The unprecedented level of commitment from the government, and support from SA's corporates, indicated a high level of confidence in the country's ability to deliver a successful World Cup, Jordaan said.
Much work had already been completed, he added, with the nine host cities confirmed, all the stadium contracts signed, government guarantees and legislation finalised, and 95% of the broadcast rights for the tournament already sold.
In addition, host city forums had been established to monitor progress at World Cup related sites, the tournament website was up and running, and other aspects of marketing - a tournament slogan, mascot, and posters - were close to being finalised.
Johnston, who spoke after Jordaan had given his presentation, quipped that the only thing that was keeping her awake at night was concern for whoever hosted the 2014 Fifa World Cup. "They'll find it very hard to beat the standard that we are going to set."
SouthAfrica.info reporter
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