Prof Kamilla Swart and Prof Urmilla Bob Developing and implementing the 2010 FIFA World CupTM Research Agenda: Lessons and reflections Prof Kamilla Swart and Prof Urmilla Bob

Key Pillars of the 2010 Business Plan FIFA requirements Legacy requirements Requirements remain the same and even higher than 2006 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

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

Economic Environment Social Infrastructure Sport African Legacy Media Developmental Impact Indicators ROI (public expenditure) Job creation Tourism benefits – direct & induced income Event income flows Pricing / inflation Income flows Procurement BEE Investments Operational expenditure Nation building/national identity Quality of life improvement/social upliftment Disruption of daily lives Development of life skills Increased social cohesion Increased accessibility Woman & youth empowerment Increase participation in sport Increase in crime Increased prostitution Increase in drug abuse Capital expenditure Urban infrastructure renewal Transport development ICT Stadia development Positive Image of SA Profiling of SA & host cities Destination awareness exposure Viewership of event Strengthening of regional co-operation African pride/feel of the event Football development programmes and infrastructure in Africa Raised public awareness Increased interest and participation Exposure of footballers Attendance Media coverage / viewership Competence in ability to host event Football skills development Pollution (littering, etc.) Traffic congestion Environmental degradation Increased environmental awareness (Green Goal Legacy) Recycling and solid waste management Water consumption Carbon neutral event Water & energy consumption 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 Port Elizabeth 2100 Pretoria 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 Bob swartk@cput.ac.za and bobu@ukzn.ac.za