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Pretoria, 28.05.2010. Just days before the World Cup 2010, local and international media are increasingly critical towards the host of the mega event. Intensified scrutiny pertains to issues of concern such as transport, human trafficking, fake tickets, safety and security as well as the costs of accommodation. This is not unlike coverage of the World Cup 2006 host Germany, in fact, the tone of reporting and the issues covered were similar; Germany received intensified negative coverage before the World Cup in regards to security issues, fake tickets, forced prostitution as well as racism. Despite intensified negative reporting before the event, Germany´s hosting of the 2006 FIFA World Cup proved a watershed moment for a large section of its population, helping to rebrand a newly-united nation that had in the last century been divided by politics and conflict (“Germany´s World Cup Legacy, what can South Africa Learn?”, CNN, 10/05/2010).

It was reported that the country had been overcome by a World Cup mania. The host country of World Cup 2006 saw an increase in patriotic spirit with flag waving, traditionally frowned upon by German society since Wold War II, whenever the German team played.   In South Africa politicians have spoken of the 2010 World Cup in the same breath as the country´s triumph over apartheid some 16 years ago. Though the apartheid and post-apartheid era have up to now long dominated perceptions of the country, the event, dubbed “the greatest marketing opportunity of our time” by South African president Jacob Zuma (“Football World Cup Fires South Africa´s dreams of riches and Identity”, Guardian.co.uk, 04/01/2010), has now given South Africa an equal opportunity to reinvest in its legacy and to boost its current standing within the global community. A successful hosting of the event may also “destabilise notions of Afro-pessimism through demonstrating that Africans can successfully manage the World Cup” (“Development and Dreams”, HSRC report, 2009).

Despite persisting challenges, such as transport as well as safety and security (scrutiny intensified after the murder of Eugene Terre´blance), South Africa is advantaged in the sense that it is considered to be a supreme tourist destination as the country is endowed with a multi-ethnic population, natural beauty, cultural attractions and a warm climate. “If the World Cup is hosted without many major criminal incidents involving tourists, the country´s international image will stand to gain immediately and significantly” (“Development and Dreams”, HSRC report, 2009). In the end, the media described the World Cup 2006 as “superbly marshalled, efficient and enjoyable to watch” and that “Drama on the field was matched by the smooth and unruffled progress of the World Cup off the field” (“World Cup 2006 report card” ;BBC News, 11/07/2006), will South Africa receive similar reviews after the World Cup, considering the similarities in media perceptions during the pre-World Cup period?

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