Global Studies Courses 2010-11

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

Every four years, most of 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 June-July 2010, South Africa was proud to join the ranks of countries who have hosted the world's premier soccer event, the World Cup, and became the first African nation to host this pinnacle of sports competitions. There is no other event that enables companies to reach such a truly global audience, with far-reaching marketing and sponsorship platforms; in 2006, the Fédération Internationale de Football Association (FIFA) determined average viewing audiences of 1.2bn per match, making the World Cup the most watched televised event in history.

When major global sporting events such as the World Cup or Olympics select less developed world sports markets they are aware of the challenges they may face. These could include local infrastructure development, concerns over the disparity between ticket prices and the average earnings of local residents, as well as tension between the cultural norms of the host country and sponsoring companies’ brand messages. The World Cup in 2010 presented challenges and opportunities for sports marketers and for the host country alike and we will take a look at the outcomes.

This course will take a broad look at the underlying business and economic conditions in South Africa and the unique approach companies took in their branding and messaging surrounding the 2010 FIFA World Cup. Students will travel to both Cape Town and Johannesburg, with a visit to Robben Island as well.