FIFA World Cup is a Non North American project that organizes sports events in the world. This organization plans for competition evens after four years. FIFA has the objectives of touching the world, developing a game as well as building a better future using different ways. This competition brings together people from different countries. The host countries enjoy economic development that comes as a result of organizing the event. Global financial institutions are involved in funding the projects to ensure it is successful. This paper will analyze the consortium involved in funding FIFA world cup 2010.
FIFA 2010 world cup was held in South Africa. This is an event that brings together people from different countries all over the globe. The event requires adequate finances for it to be a success. The host country benefits from the even as it enjoys economic development. Economic development in terms of transport, communication, and becoming a global market is realized. FIFA has collaborated with different financial institutions that help fund competition events. In FIFA world cup 2010 the consortium that involved in funding of the event was both public and private financial institutions. The consortium was made up of institutions such as Adidas, Sony, Coca-cola, Emirate, Hyundai, and Visa. The world Cup sponsors also included Budweiser, Castrol, Continental, McDonald’s, MTN, Satyam, National Supporters FNB and Telkom. The South African government also funded the organizing of FIFA 2010 event (Fifa.com, n.d).
Coca-Cola is a key player in the consortium. It has been a corporate partner of FIFA since 1974. It is an official sponsor of FIFA world cup. Since 1950, Coca-Cola has been having stadium advertising in every FIFA world cup. In 2010 FIFA world cup in South Africa, Coca-Cola engaged in campaign in support of its sponsorship for this global event. The campaign reached millions of people and this was part of raising funds towards the event. Coca-Cola also donated $1,500 to the company’s water for school for every goal scored. Coca-cola involved in marketing and provided an anthem for 2010 world Cup. This not only attracted fans but also made the event lively. Adidas is the most popular company that provided sport services. It engages in providing boots, ball and apparel technology. Its role in FIFA World Cup 2010 was to supply match balls. Visa is also a partner of FIFA that funded the 2010 world cup.
Visa created a Go Football experience that provided fans with opportunity for a behind-the-scenes access to this lifetime event. Emirates on the other hand, were involved in flying fans around the world to South Africa in 2010 world cup event. Hyundai also engaged in transport services for fans that came to watch the game. It also engages in marketing of FIFA world Cup events (Fifa.com, n.d).
Green Goal Program was also involved in funding the world cup event in South Africa. The major role of the program is to protect the environment. It promoted the environmental responsibility during FIFA world cup 2010. The program was involved in ensuring that transport was efficient and emphasized on reducing carbon emissions. It also helped promote the idea of reducing waste disposal in the environment (Sports and Recreation Department, 2010).
The government of South Africa also funded the FIFA World Cup 2010 in different ways. The media was involved in airing the game and also marketing this event to other parts of the world. The government also funded the event by building stadiums that were used by players and fans. The country had eleven stadia that were spacious enough to hold many fans. The South African government through its different ministries ensured that funds were available to prepare for the tournament. The government allocated funds to ministry of home affairs that led to development of immigration information technology. This allowed efficient issuing of visas to travel to South Africa.
The government through the ministry of finance provided administrative assistance to FIFA and coordinated all tax exemption matters. The ministry of justice and constitutional development provided administration of justice services during the tournament. It engaged in recruitment of justice personnel as well as training the youth that were not employed. The government also allocated funds to ministry of security to ensure maximum security in the country during the tournament. There the department of communication ensured that people were updated concerning the progress of the tournament. Funds were allocated to implement ICT infrastructure. The consortium involved in funding 2010 world cup in South Africa had an impact in this host country and the entire FIFA tournament (Mokua, 2012).
The consortium involvement to the planning of this event led to a success of the tournament. The tournament was successful and fans enjoyed their stay in South Africa. People who traveled from different parts of the world were able to reach South Africa through Emirates airlines and other airlines since issuing of visa was made accessible. Visa organization as well as ministry of home affairs ensured that people acquired their visas efficiently.
Infrastructure development was achieved as a result of funds directed by the consortium. FIFA and South African government facilitated the development of infrastructure. The government had set funds to infrastructure development but this tournament made it possible to implement the project on infrastructure. Roads, airports, ports, telecommunication and building of stadia were developed. The consortium involvement in this tournament also led to marketing of South Africa economy. Coca-Cola and other FIFA partners engaged in marketing activities that attracted people to the tournament and also do business with South Africa. In another instance, involvement of the various finance institutions led to social development in South Africa. Green Goal Program aimed at ensuring a safe environment during FIFA world cup. This was an avenue to ensure an environment friendly South Africa even after the tournament (Mokua, 2012).
The country also benefited in terms job creation. Government funding led to employment of youth that were involved in organizing the tournament. Twenty thousand jobs were created for construction of the stadia. This contributed to improving living standards of South African people. The hospitality industry also developed as the country hosted many visitors from different countries (Mokua, 2012).This led to investment of different companies in the hospitality industry. Coca-Cola being a multinational company and a sponsor of FIFA involved in marketing of its products. This contributed to increased sales during the tournament as well as improving the economy of South Africa.
Fifa.com (nd).The Organization. Retrieved May 14, 2014 from http://www.fifa.com/aboutfifa/organisation/marketing/fifapartners/cocacola.html
Mokua, R. (2012). FIFA World Cup: South Africa 2010 Report. United Nations Environment Programme. Retrieved May 14, 2014 from http://www.unep.org/pdf/pressreleases/FIFA_2010_LR.pdf
Sports and Recreation Department. (2010). 2010 FIFA World Cup Report. Retrieved May 14, 2014 from http://www.srsa.gov.za/MediaLib/Home/DocumentLibrary/SRSACountryReport2013- withcover.pdf