Developing and implementing the 2010 FIFA World CupTM Research Agenda:

Lessons and reflections

Prof Kamilla Swart and Prof Urmilla Bob

• Delivering the 2010 FIFA WC

• World class event

• Infrastructure provisions

• World Cup stadia

• Transport

• Safety and security

•Other requirements

• Ticket sales

• Broadcasting rights

• Sponsorships

• Merchandising

• Strengthening South African & African image

• Economic benefits

• Football development

• Skills development

• Nation-building and transformation

• Social

• Arts and culture

• Promoting strategic partnerships

• Sustainable environment

FIFA requirements Legacy requirements

Requirements remain the same and even higher than 2006

Key Pillars of the 2010 Business Plan

2010 FIFA World Cup Research Audit

• March - July 2008• To present a landscape of 2010

research• To identify research gaps• To identify potential opportunities for

collaborative research• To build towards a 2010 research

framework, with indicators • Culminated in 2010 research workshop

– 25 July 2008

2010 FIFA World Cup Research Audit

• Significant amount of research undertaken– Across several themes– By a range of researchers

• However,– Lack of coordination– Evidence of duplication– Research resource constraints

• A range of indicators emerging

Environment

Sport

Media

Infrastructure

Social

African Legacy

Economic

2010 FIFA World Cup Research Audit

• Key research projects– 2010 communication research (NCP)– Event Impact Model (EIM)– 2010 Legacy Indicator Framework (SACN)– Annual Longitudinal Survey (HSRC)– Financial modelling (Grant Thornton)– Case studies and perception studies (significant

proportion of academic research)

Significance of 2010 Research Landscape

• Despite legacy imperatives no attempt to systematically track and examine legacy impacts

• Research NB and valued but barriers– No FIFA Research Legacy

• Develop key research indicators to guide:– Research to support– Partnerships– Allocation of resources

• Develop 2010 research legacy• Despite OC interest project not carried forward

2010 Research Agenda Workshop

• Follow-up workshop (4 Dec. 2009) after inaugural Sport Mega-events and Their Legacies Conference – www.sportmegaevents.co.za

• Reinforced NB of systematically undertaking research• Opportunity to unpack whether trends from previous

research discernible in 2010• Complement not duplicate research efforts• Given timeframes and lack of political will to allocate

resources to implement coordinated research agenda, key priority areas highlighted

2010 Research Agenda Priorities

Economic• Ascertain economic impact in relation to current

forecasts– top-down and bottom-up approaches

• Tourist flows• Economic impacts and perceptions of local businesses • Projected vs. actual government spending

2010 Research Agenda Priorities

Social/ political• Pre and post resident surveys• BEE and SMME development and transformation• Organisational and management issues and legacies• Fan Park surveys • Media coverage and content analysis

Status Quo• Completed questionnaires: Visitors

• Residents: 400 in Cape Town and 200 in Durban (pre- and post-event)

• Businesses: 100 in Cape Town and 100 in Durban (pre-and post-event

Name of City Intended Sample No. Completed

Cape Town 3050 3376

Durban 3000 2875

Johannesburg 2340 2340

Port Elizabeth 2100 2100

Pretoria 1100 1100

TOTAL 11 590 11 791

2010 Research Agenda Reflections

• National/ international network of researchers– Methodology– Sampling– Translations

• Partnerships with host cities/ regions• National and host city level impacts

Lessons

• Knowledge management critically important to inform future bidding and planning for mega-events in developing contexts

• Willingness and commitment to undertake research• Partnerships and interdisciplinary capacity from a range

of stakeholders essential• What is required:

– Mobilise resources– Leverage buy-in

• Adopt an integrated approach• PLAN FOR RESEARCH

Thank You

Prof Kamilla Swart and Prof Urmilla Bobswartk@cput.ac.za and bobu@ukzn.ac.za