A Throwback on “Whither the legacy” of FIFA 2010 World Cup for…Africa?

This is a throwback to my article over a decade ago when the World Cup was on the shores of Africa. In that piece I highlighted the adoption of “animal” nomenclatures of National teams on the continent — from hawks, through eagles and foxes, to lions (Atlas and Teranga).

Alas, “Teranga” — one of Africa’s favourite lions was recently ravaged by not one, not two, but “Three Lions”. Now let’s hope that “Atlas” — the other African lion, and the last hope for the continent at FIFA2022, survives the “La Furia Roja” (The Red Fury) as the matador spirit the Spanish side charges towards the quarter finals.

Here’s a summary of what I penned down over a decade ago as hosted by the African Union Library.

The FIFA 2010 World Cup (FWC2010 henceforth) remains the coveted trophy for players, managers, and competing nations. It is not only a symbol of national pride but also an opportunity for business start-ups, growth and development. Prior to the recently concluded FWC2010 in South Africa, the 2009 GEM South Africa Report entitled “With a Difference” was launched to a packed audience at the Graduate School of Business, University of Cape Town [attracting] academics, businessmen, government representatives, NGOs and numerous other stakeholders — whose interest was shown particularly because the country was hosting the FWC2010 a month later in June. However, there were speculations as to what effect this event has and / or would have on entrepreneurial activity in the country. Such speculation is what this paper primarily seeks to address in the aftermath of the global event.

How to cite: Madichie, N. O. (2011). Whither the legacy of FIFA 2010 World Cup for entrepreneurship in South Africa? African Journal of Business and Economic Research, 6(1), 44–61.

Originally published at https://library.au.int.