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Blessing or Burden: Do Major Sport Events Hosted by Developing Countries Have an Impact on Reputation? A Case Study of the 2010 FIFA World Cup™ in South Africa

In: International Place Branding Yearbook 2011

Author

Listed:
  • Wadim Schreiner
  • Frank M. Go

Abstract

In May 2004, the announcement that South Africa had been selected as the host country for the 2010 FIFA World Cup™, the first on African soil, elicited exhilaration, yet at the same time trepidation, both locally and internationally. Government and business wondered whether the country had sufficient character to host such an esteemed mega-event. Granted, South Africa had hosted both the Rugby World Cup (1995) and Cricket World Cup (2003) successfully, but, the FIFA World Cup™ was clearly a different ‘ball-game’, perhaps one only matched in magnitude and importance by the Olympic Games.

Suggested Citation

  • Wadim Schreiner & Frank M. Go, 2011. "Blessing or Burden: Do Major Sport Events Hosted by Developing Countries Have an Impact on Reputation? A Case Study of the 2010 FIFA World Cup™ in South Africa," Palgrave Macmillan Books, in: Frank M. Go & Robert Govers (ed.), International Place Branding Yearbook 2011, chapter 0, pages 133-146, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-34332-0_11
    DOI: 10.1057/9780230343320_11
    as

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