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Chapter 27: The 2010 FIFA World Cup High-frequency Data Economics: Effects on International Tourism and Awareness for South Africa
27 The 2010 FIFA World Cup highfrequency data economics: effects on international tourism and awareness for South Africa* Stan du Plessis and Wolfgang Maennig 1 INTRODUCTION The 2010 FIFA World Cup was clearly successful as a tournament and as an advertisement for South Africa’s capacity to host a global event. Expectations were high prior to the tournament regarding the home team’s performance and the tournament’s magnitude as a major event with the potential to benefit the South African economy. The home team’s strong performance, better than could reasonably have been expected, was the source of much local pride. Further, the tournament was an organizational and logistical success despite the sometimes pessimistic forecasts in the international media. An otherwise critical international press did not contradict the ‘summa cum laude’ grade assigned to the World Cup by FIFA president Sepp Blatter (Reeves, 2010). An economic analysis of the 2010 FIFA World Cup should be conducted at the micro or managerial level of the local organizing committee (LOC) and of FIFA. The financial outcomes of the LOC are not yet known. FIFA, which earned US$3.4 billion in total commercial revenues, provided the LOC with US$423 million, an amount that is considered to have been sufficient to ensure that the tournament was within budget (Pedroncelli, 2010). The costs of the stadiums and the transport infrastructure were almost entirely publicly financed, but these costs should not be attributed solely to the 2010 FIFA World Cup, since many of these investments have long-term benefits....
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