Event Industry Studies Assignment

World Cup 2010

Group Research Project

Ciaran Henderson, Stephen O Loughlin, Paul Kenny, Rachel Kenny

DT413-Event Management Group (A) Ruth Craggs

World Cup 2010

Foreword
This document has been compiled by Ciaran Henderson, Stephen O Loughlin, Paul Kenny & Rachel Kenny. The authors, mentioned in-text, refers to the team as a whole. If you would like to find out more about Ciaran; His LinkedIn Profile:

His O-Desk Profile:

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World Cup 2010

Table of Contents
Contents
Executive Summary ................................................................................................... 3 Introduction ................................................................................................................ 4 Social-Cultural Impacts ............................................................................................. 5 Economic Impacts ..................................................................................................... 9 Environmental Impacts ............................................................................................ 11 Conclusions .............................................................................................................. 14 Recommendations .................................................................................................... 15 Bibliography ............................................................................................................ 16

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Executive Summary Social-cultural

Part of the cultural identity of South African football is the vuvuzela which caused much cultural conflict between South Africa and the rest of the footballing world. There were many complaints from western European countries about the sound quality of the matches, however FIFA could not ban these as it would have caused huge unrest with the host nations population.

Economic
With a total number of visitors reaching 228,500 each one of these visitors, on average, attended 5 matches, stayed for 18 days and spent 3,200 each during their stay, a total of 731m. The south African Government invested over R17bn (1.8bn) on five new stadiums which were built for the World Cup and five were refurbished. This created 66 000 jobs in the construction industry, and generated R7.4bn in wages, with R2.2bn going to low-income households. However the stadiums use post-world cup for football matches is limited as the supply of seats vastly outnumbers the demand. To overcome this problem stadiums could be diversified to accompany other events and facilities such as corporate meeting rooms, community events, concerts & other sporting events such as cricket and rugby which are also popular sports in South Africa. This would increase income to the economy while keeping the usage and maintenance of the stadiums up-to-date.

Environmental
According to Stephen messenger (2010) the world cup 2010 will emit 2.8 million tons of CO2 as much CO2 as 6,000 space shuttle fights. There were also 284million people watching from their own homes, at two hours per match, the calculated number of viewing time for the World Cup 2010 was 12 billion hours. FIFA have set up Green Goal an initiative focusing on cleaning up and recycling waste, reusable energy, efficient transport, water conservation, protection of biodiversity, and responsible tourism before, during and after the event (GMO journal 2010) this helped reduce the effect on the environment while showing that FIFA is concerned about the effect of the environment.

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Introduction Aims of Report

This report is part of the authors Event Industry assessment and in it they plan to: Show the reader the social-cultural, environmental and economic impacts to the country and the surrounding environment.

Location & Duration of Event

The matches were held between the 11th June 2010 until 11th July 2010 and were spread out between 10 stadiums in 9 different host cities across the country including Cape Town, Durban, Nelson Mandela Bay and many others with the final held in South Africas largest city Johannesburg.

Methods of investigation
Secondary research using the internet and websites, to find out what the reaction, effects & criticism was like from the event. Journals, books and articles were used to delve deeper into many of the issues surrounding the event and to reinforce points made periodically throughout the report.

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Timeline
For Report: Assigned Group Formed 13/10/2010 02/11/2010

First Group meeting 02/11/2010 Report Due 01/12/2010

29 days to fabricate the report.

For the event: Kick-off Concert 10/06/2010

Group Matches Start 11/06/2010 Round of 16 Start Quarter Finals Semi Finals Match for 3rd place Final 26/06/2010 02/07/2010 06/07/2010 10/07/2010 11/07 2010

World Cup Timeline

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Social-Cultural Impacts
What does hosting the World Cup mean to a country? It provides them with the opportunity to promote the countrys image and culture, with a hope to increase the reputation of the country and increase tourism, just like how the Beijing Olympics helped China. The 2010 World Cup in South Africa not only highlighted the amazing newly constructed stadiums and infrastructure, but also the poverty that still exists throughout the country. With the average income at 230 Rand per week (24 Euro), people cant even afford a replica football at 249 Rand, while the likes of Messi and Ronaldo train with a ball worth 999 Rand. But South Africa is rapidly growing and competing in business on a global level, this is evident from being able to host the World Cup, the citizens of South Africa hope the world cup is a stepping stone to a new South Africa with housing, education and equality.

During the course of the world cup we saw a cultural conflict between South Africa and the rest of the footballing world, in the form of vuvuzelas. These popular musical instruments were the cause of much argument and frustration for the viewers at home, non-African match attendees and the international footballers on the pitch. These three-foot long plastic horns, which produce a foghorn sound of up to 130 decibels, disrupted the Western worlds world cup experience. According to French International Patrice Evra "We can't sleep at night because of the vuvuzelas. People start playing them from 6 a.m. We can't hear one another out on the pitch because of them

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World Cup 2010 The consistent complaints and poor reviews on the sound quality of the world cup matches forced FIFAs hand into taking some form of action. Unfortunately football enthusiasts were left disappointed, as banning the Vuvuzelas would be robbing South Africa of its cultural identity. This displays that the FIFA World Cup respects the cultural differences and recognises the impact of forcing western values, such as banning Vuvuzelas and making the match experience like any other in Europe.

Not only did external conflict cause problems but internal did also as South Africa has a long history of racial tension. FIFA had to take into consideration the conflict that occurs between the blacks and the white minority in South Africa, when selecting it to host the World Cup. Prior to the World Cup, during the African Nations Cup, Togos national football team was the target for a terrorist attack. This left a big security risk for FIFA allowing the World Cup to be hosted next door to these attacks, with the World Cup months away and the amount invested into the country there was no possibility of boycotting the event. Fortunately the World Cup had a positive impact on social relations within the country, the South African football team acted as a banner that all South Africans could rally behind and support.

Education in many parts of Africa and South Africa is a luxury. 80% of people are unemployed in Liberia meaning half the children cannot afford education. Young children fill the streets instead living poor uneducated lives fighting for survival. 1Goal is a campaign that uses football to carry its message and support its goal in providing education for children in disadvantaged areas throughout the world. Since the World Cup is being hosted in a country with such poor education standards 1Goals message is very effective. Footballers such as Thierry Henry support this campaign, as France is a country where education is free and available for everyone. Improving education is a huge impact on the social environment in a country. It takes the children off the streets and provides an educated workforce that will attract multinational companies who seek talented creative staff rather than cheap manual labour which is the stereotypical type of worker in Africa.

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World Cup 2010 The questions we are left with is, was the millions invested into new stadiums and world cup related infrastructure the answer in solving South Africas struggle to provide houses and education? South Africa has announced itself to the world in the summer of 2010 only time will tell if the rest of the world takes notice.

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Economic Impacts
The 2010 FIFA World Cup is a major world event and has a

significant impact on the global economy, as well as the economy of South Africa.

Almost 1,500,000 out of a possible 3,030,000 tickets for 64 matches were available for purchase to the public through tour operators, hospitality packages and general sale. The rest of the tickets were distributed and sold to media, corporate sponsors, government representatives and FIFA Ambassadors.

A total of 228,500 foreign visitors attended, accounting for 38% of ticket sales. Foreign visitors attended an average of 5 matches during their stay. This compares favourably to the previous World Cup in Germany where visitors stayed for an average of 2.6 matches. Visitors going to more matches means that visitors are more likely to stay in South Africa longer than at past World Cups, meaning the total amount spent per visitor is likely to increase. According to Grant & Thornton, visitors spent an average of 18 days in South Africa (compared to 14 days originally projected). Overseas tourists spend approximately R30,200 (3,200) during their stay. (Grant & Thornton, 2010)

The South African Government committed to investing in preparations needed to ensure that the first African World Cup was a complete success. Five new stadiums were built for the World Cup and five were refurbished, costing over R17bn (1.8bn) creating 66 000 jobs in the construction industry, and generating R7.4bn in wages, with R2.2bn going to low-income households. But the investment was not just contained to new stadiums but also to improve telecommunications and transport infrastructure, education and health services and develop social services, arts and culture within South Africa. R170bn was invested into the South African transport

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World Cup 2010 system including new/improved airports, rail and bus networks, harbours and ports as well as new border security technologies.

Huge investments were made to ensure a legacy of the 2010 World Cup was maintained in South African culture. This included investing in arts and culture, volunteer training and organising, and were committed to using companies which complied with South Africa's Black Economic Empowerment legislation as well as using Small, Medium and Micro Enterprises. The South African Police Force spent R640m on the deployment of 41,000 officers specifically for the event. This included 31,000 permanent officers and 10,000 members of the Police Reserves (SaGov, 2010). According to Grant & Thornton the gross economic impact of the World Cup will be R93bn, with 62% of that made before 2010 and an additional 38% expected during the course of 2010. Foreign tourism will account for 16% of the gross impact. Net economic impact in 2010 is a significant amount R13bn (Grant &Thornton, 2010). In terms of the impact of the World Cup on jobs, the number of annual jobs sustained in total is 695,000. The amount of annual jobs sustained in 2010 will be 280,000 and 174,000 by the net additional economic activity in this year (GCIS.Gov.Za). This accounts for annual jobs sustained by the World Cup and not new jobs created (Grant &Thornton, 2010). Based on an approximate half a billion viewers around the world who watched the Opening Ceremony in Soweto on 11 June 2010, if only 0.5% of these viewers travelled to experience South Africa first-hand, it would have a massive effect on South Africas economy. It is estimated that this could increase tourism in South Africa by up to three times over the next four years (SaGov, 2010).

From this it can be seen that in spite of a worldwide economic downturn, the World Cup will have a significant and lasting positive effect on the South African economy. A legacy has been created which will last much longer than the event itself. By using companies which adhere to the Black Economic Empowerment legislation and by using Small, Medium and Micro Enterprises the World Cup has ensured that the effects of the World Cup will be shared and sustained throughout the entire South African economy.

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Environmental Impacts
The World Cup has been held every four years since 1930, except of course in 1942 and 1946 due to the effects of World War II. It is usually held in cities or densely populated venues and attracts millions of additional people to the already crowded location. It is the most popular sporting event on the planet, and has proved to be more popular than the Olympics and the Superbowl. Global warming and the carbon footprint have always been a topic of great concern and constantly needs to be addressed. The term, carbon footprint, refers to a measurement of greenhouse gases released by human activity. Many different human activities contribute to the carbon footprint during the huge sporting event that is the World Cup.

Travel
Many forms of travel are used during the World Cup and all of them contribute greatly to the carbon footprint. During the 2010 World Cup a staggering 67.4% of the carbon footprint over the duration of the event was allocated to international travel as the location of this event was the very southern tip of the South African continent. Intercity travel was also a big contributor at 17.6% and in third was electricity for accommodation at 12.4% according to Ernst & Young. As the 2014 World Cup is being held in Brazil, there are more worries as to what the carbon emission will be for this event. It was said in the GMO Journal, that because there was a clear lack in high speed railing systems, spectators had to fly between matches thus leading to a higher transport emissions.

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A Closer Look at the Carbon Footprint

The carbon footprint of the World Cup 2010 was 2.8 million tonnes of C02e. The Guardian put this figure in perspective as they said 2.8m tonnes is roughly equivalent to 6,000 space shuttle fights, three quiet years for Mount Etna, or 20 cheeseburgers for every man, woman and child in the UK. Taking in account of how far teams had to travel and the fact that their entourage was following close behind, a study was carried out by the South African department of environmental affairs and tourism and the local Norwegian embassy, and this is what their estimation of the 2010 World Cup games looked like:

Although the main contributor to the carbon footprint would have been the spectators of the games, we also have to address the fact that there were 284million people watching from their own homes. At two hours per match, the calculated number of viewing time for the World Cup 2010 was 12 billion according to the Guardian.

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World Cup 2010 Many programmes have been set up by the FIFA to eliminate some of these, perhaps, unnecessary emissions. For example, the FIFA have developed the programme, Green Goal whos initiative focuses on cleaning up and recycling waste, reusable energy, efficient transport, water conservation, protection of biodiversity, and responsible tourism before, during and after the event, said the GMO Journal. It was recorded that over 1,200 recycling bins were located in all the host cities during the games and the Global Environmental Facility (GEF) provided $1million to retrofit solar panels on street lights, traffic lights and billboards around stadiums in six cities hosting the games, as was stated in the GMO Journal. The Environmental Leader stated that 2010 World Cup came to 2,753,250 tons of CO2 equivalent, according to a recent study by Ernst & Young and described it as an eight-fold-increase in comparison to the pervious World Cup held in Germany in 2006. Because these statistics were quite shocking and have people concerned about the 2014 event, FIFA have developed the Green Programme. It looks at four different elements, water, waste, energy and transport. For the 2014 event, eco-friendly taxis will be implemented to bring people to and from the games and also pedestrian and bicycle paths will be used to try and discourage people from using automobiles.

Environmentally friendly organisations were not the only people who helped save the carbon footprint. Nike, for example, announced that players, such as Ronaldo, played the summer games wearing the most environmentally-friendly and technologically-advanced kit in footballs history. They also told us that certain teams, including Brazil and Portugal wore jerseys made out of recycled polyester. Coca Cola, another family sponsor of the World Cup 2010, contributed by giving away 20,000 tournament tickets to participating schools that promoted environmental awareness, according to GMO Journal.

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Conclusions Social-cultural
In the end the westerners who were upset about the quality of their viewing experience just had to tolerate the noise disturbance as it would not have been fair to ban the vuvuzelas in the host nation of the world cup. The world cup also had a huge positive impact on South Africa giving it an improved overall image to the international community and highlighting some of the pressing issues within the country such as education, health and crime.

Economic
Although there will be short term positive economic impacts on South Africa with potentially increased tourism from the publicity of the World Cup, Brad Humphreys (2010) argues that south Africa now has 10 brand new or refurbished stadiums that seat an average of 50,400 spectators. Unfortunately the largest domestic home games draw less than 8,000 people on average, thats more than 6 times the needed capacity. The new stadiums have luxury boxes and premium seating, a high demand good in a country with GDP per capita of $10,000. Annual operation and maintenance of a modern outdoor sports facility could cost $10 million in the U.S., suggesting that the continuing cost of the new World Cup stadiums in South Africa could be very costly. These costs may offset the income gained from the increase in tourism therefore leading to an eventual negative impact to the economy.

Environmental
Although there was a huge environmental impact form the World Cup 2010 there were efforts to try and reduce the carbon footprint through many different schemes initiated by FIFA. However the amount that tourists had to fly was simply too much in the authors opinion and this clearly needs to be addressed in the future by putting alternatives in place. The author thinks that it is very commendable that Nike was making an effort to be environmentally friendly thinks that more businesss and sports associations should be encouraged to do so.

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Recommendations
It was discovered that the sound of the vuvuzelas could be filtered from broadcasts, According to a blogger Adam Pash (2010) if you duck your EQ at 465Hz and 235Hz this removes the drone. In his blog entry Adam demonstrates how easy it is to implement using an instructional video. The authors recommend that this be done in the future and that FIFA implement this to matches as they are broadcasted, or alternatively provided viewers with information so they could do it themselves. This would undoubtedly reduce the amount of complaints from television viewers while still allowing the South Africans to keep their cultural identity.

The stadiums use could be diversified to accompany other events and facilities such as corporate meeting rooms, community events, concerts & other sporting events such as cricket and rugby which are also popular sports in South Africa. This would increase income to the economy while keeping the usage and maintenance of the stadiums up-to-date.

The author recommends that some kind of light rail system should have been introduced to reduce the amount of air travel that was necessary for the tourists to take as a more eco-friendly alternative form of transport. The author also thinks that large sporting events should be commended with some kind of reward scheme that publicizes their environmental concern and efforts.

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Bibliography
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World Cup 2010 NA, (2010), World Cup Facts, Available at: http://www.sa2010.gov.za/en/highlights-2010 [Accessed 27/11/2010] NA, (2010). Funding, Available at: http://www.sa2010.gov.za/en/printpdf/524 [Accessed 23/11/2010] Nico Colombant, (2010), US Scholars Concerned About World Cup Impact on South Africa Society, (online) available at: http://www.voanews.com/english/news/africa/US-Scholars-Concerned-AboutWorld-Cup-Impact-on-South-Africa-Society-95816314.html [Accessed 26/11/2010] Pakhnyushchyy, (2008), hands holding sapling in soil [Electronic Print] available at: http://www.123rf.com/photo_3979612_hands-holding-sapling-insoil.html [Accessed 23/11/2010] Push, A, (2010), How to Silence Vuvuzela Horns in World Cup Broadcasts [Blog] 15/06/2010, available at: http://lifehacker.com/5564085/how-tosilence-vuvuzela-horns-with-an-eq-filter [Accessed 25/11/2010] Ryan Bailey, (2010), vuvuzelas might yet be banned from the world cup (online) available at: http://sports.yahoo.com/soccer/blog/dirtytackle/post/Vuvuzelas-might-yet-be-banned-from-World-Cup?urn=sow247947 [Accessed 25/11/2010] World Cup Responsible for 2.7 Million Tons of CO2 Equivalent, Environmental Leader, Energy and Environmental News for Business, [online] available at: <http://www.environmentalleader.com/2010/07/14/world-cup-responsible-for2-7m-tons-of-co2-equivalent/> [Accessed 27/11/2010]

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