1. 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

2. 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

3. 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

4. 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

5. 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

6. 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)

7. 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

8. 2010 Research Agenda Workshop
Follow-up workshop (4 Dec. 2009) after inaugural Sport Mega-events and Their Legacies Conference –
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

9. 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

10. 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

11. 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

12. 2010 Research Agenda Reflections
National/ international network of researchers
Methodology
Sampling
Translations
Partnerships with host cities/ regions
National and host city level impacts

13. 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

14. Thank You Prof Kamilla Swart and Prof Urmilla Bob
and