Nation-branding and mega-events: South Africa and the 2010 FIFA world cup

Destination Branding & Marketing IV Conference Proceedings. Richards, V. (Ed). Cardiff, 5 -7 December 2012, Welsh Centre for Tourism Research, Cardiff Metropolitan UniversityOver the past decade there has been a growing awareness of the significant impact that hosting sport mega-events can have on a nation’s brand. This paper discusses the context of nation-branding and the role of mega-events in generating a nation-branding legacy in relation to the 2010 FIFA World Cup held in South Africa. A nation brand is not owned or controlled by a single organisation, but rather jointly developed and delivered by a network of public and private sector organisations. Relating to mega-events, a number of event and brand stakeholders play a key role in co-creating the imagery portrayed during the event. The examination of stakeholder perceptions and experiences post the event was therefore identified as an important research area. This paper discusses the findings from a qualitative study that focused on in-depth interviews conducted with event-, destination- and nation-brand stakeholders. The paper details the perceptions, experiences and reflections of a number of key stakeholders relating to the branding opportunity, impact and legacy for the host nation from the 2010 mega-event. Pertinent insights from the informants are highlighted, such as the significant branding opportunity created by a mega-event for a nation brand; examples of image and perception changes and the crucial role of the media in these changes; the impact on the internal component of the nation brand; and the imperative of leveraging the branding gains from the event