Global Studies Courses 2009-10

BUSI788J/BUSI798J
Doing Business in South Africa: Sports Marketing and the World Cup

Every four years, the World locks its sights on "The Beautiful Game." Legendary careers are born (e.g., Pele, Diego Maradona, Zinedine Zidane, to name a few). In 2010, South Africa will join the ranks of countries to host the World Cup. As a result, it will be the first African nation to host the pinnacle of sports competition. After Germany’s remarkable efforts back in 2006, the Fédération Internationale de Football Association (FIFA) determined average viewing audiences of 1.2bn per match, making it the most watched televised event in history. Simply put, there is no other event that enables companies to reach such a truly global audience, with far-reaching marketing and sponsorship platforms.

Thus far, South Africa has been plagued with marketing missteps. For instance, while stadiums are being built, slums rerouted and transportation systems bolstered, criticism abounds that the event is not being well marketed, funded or planned. South Africans cite that even the lowest-priced tickets of $10 are beyond reach of the typical local fan. “There has been a failure to understand the South African market,” says soccer commentator Bareng-Batho Kortjaas. “It is not about changing the rules but about appreciating the environment you find yourselves in.” Such an observation captures the conundrum facing marketers everywhere.

In light of this real world phenomenon, we will examine general business and economic concepts as they apply to South Africa. We will also address South Africa’s branding initiatives and marketing strategies as they relate to the World Cup. Students will travel to both Cape Town and Johannesburg.