2010 Opportunities

2010 Business Opportunities in Cape Town

Accelerate Cape Town (ACT)

A private sector initiative aimed at bringing together stakeholders in the Cape region to develop and

implement a long-term vision for sustainable, inclusive economic growth.

There are 680 days to go There are 680 days to go to kick off to 2010 World to kick off to 2010 World

CupCup

• What are the restrictions?What are the restrictions?• What opportunities exist?What opportunities exist?• What about post 2010?What about post 2010?• Where do I go for more information?Where do I go for more information?

What to expectWhat to expect

• An estimated 2.7 million spectators will watch the 64 matches played around the country.

• 400,000 visitors expected in Cape Town.

• A television audience of up to 28 billion people will be watching the matches.

ProjectionsProjections

• Expected 33% increase in overnight stays in 2010

• 815 million litres of beer were consumed in 2006

• Average visitor spend per day = R1,525

• Employment generated (job year equivalents) = 50,000

• Longer-term positive impacts on country branding

Interesting World Cup factsInteresting World Cup facts

• Five of the 32 teams will be African.

• Four of the five ticket packages for fans include Cape Town. One package allows that if a fan’s team falls out of the tournament, they spend the remainder of their time in Cape Town.

• Cape Town will have one official fan park and a fan mile

• The provincial government is planning five more PVAs across the Western Cape.

• All PVAs must be in operation from 10am to 12am. They will hold a ratio of one person to every square metre.

• Government has declared the 2010 tournament a protected event, on the condition that the Organising Committee will make opportunities available for South African businesses – in particular, those from previously disadvantaged communities.

2010 Tournament2010 Tournament

• The Organising Committee has agreed to procure 30% of the products and services it needs from small businesses and BEE companies.

• 70% of the procurement allocated to BEE companies and small businesses must be allocated to smaller black enterprises – especially to co-operatives with a large number of female members, and small businesses of which women are key stakeholders.

ProjectionsProjectionsOfficial Partners

Fifa World Cup Sponsors

Exclusive Marketing Rights:Exclusive Marketing Rights:

National Supporters

ProjectionsProjections

RestrictionsRestrictions

• Legislation strictly protects FIFA's trade marks and reserves certain areas of commercial activity for FIFA and its sponsors alone.

• Large events like the World Cup are made possible because of the large amounts of money paid by sponsors, and these sponsors rights are protected.

• The protection of rights is to shield the official sponsors against unfair competition, ambush marketing, counterfeit merchandise, and infringements on their intellectual property and trademarks.

RestrictionsRestrictions

• For example, a local clothing manufacturer may not print the FIFA logo or the words “2010 World Cup”, “2010 FIFA World Cup” or “SA2010” on T-shirts or any other material to be sold during the event.

• One can, however, obtain a product license to produce official FIFA merchandise.

• Certain areas such as stadiums and fan parks will be designated as exclusion zones - in which only Fifa sponsors and affiliates may sell goods.

• The exclusion zone around the stadium will be patrolled to ensure that it remains exclusive to Fifa affiliates.

RestrictionsRestrictions

• Spectators will be monitored for banners, t-shirts and other items that might infringe the rights of sponsors. Items will be confiscated and destroyed.

Non-FIFA viewing areasNon-FIFA viewing areas

• Non-commercial third party viewing areas, such as pubs, that generally screen sport as part of their offering to patrons, will be permitted to operate as long as they adhere to simple guidelines. They may not use official Fifa logos or charge entry fees.

• They must show the matches live (i.e. with no delays or replays). As long as the venue is licensed correctly, a free license to show the matches will be automatically granted.

• Where a commercial viewing area is staged, all entry fees will have to be donated to Fifa’s 2010 social responsibility programme.

• Co-promotions with FIFA sponsors are possible, but the third party cannot be a competitor of any World Cup sponsor, they cannot be directly associated with the mark, and the sponsor always needs to retain primary of exposure / be the “hero” of the promotion

Co-promotions with FIFA Co-promotions with FIFA sponsorssponsors

OpportunitiesOpportunities

• Cape Town, as a host city, is likely to experience the greatest benefit within the province.

• Cape Town is likely to get the majority of the pre-event spend on infrastructure, and is also likely to receive the most out-of-province and foreign visitors.

• Areas near the Greenpoint Stadium and the Grand Parade are likely to have the greatest numbers of visitors.

• Accommodation • Food and beverages• Language services (translation)• ICT services (cell phone hiring, internet services)• Printing and media services• General business services (finance, short-term

insurance, secretarial etc.)• Health services• Travel services• Arts, crafts and entertainment

OpportunitiesOpportunities

• Event management• Logistics• Equipment hire• Waste management and recycling• Signage• Serviced toilets• Fencing• Security• Transport (including non-motorised transport)

OpportunitiesOpportunities

TourismTourism

• Non-hotel accommodation such as national park accommodation, B&B, lodges and guesthouses may be used if visitor numbers exceed available beds.

• FIFA has appointed Match to be responsible for accommodation, ticketing and IT during the event. Accommodation providers must sign a standard contract with Match.

• The accommodation must be located in host cities, or in a designated satellite area. These satellite areas must comprise no less than 200 rooms.

• The accommodation must be graded by the Tourism Grading Council of South Africa.

The bigger, post-2010 opportunitiesThe bigger, post-2010 opportunities

• Due to the large media coverage (24 to 28 billion accumulated television viewers) – country and promotional material should boost return and new visitor numbers.

• The World Cup is expected to leave a legacy from developments/investments in public transport and information technology infrastructure.

Programmes aimed at assisting women/cooperatives including previously disadvantaged business owners :

• Small Enterprise Development Agency : 0860 103 703 [email protected], www.seda.org.za

• Industrial Development Corporation : 086 069 3888 [email protected] www.idc.co.za

• DTI: 0861 843 384

Contacts

Accommodation Contacts

• Tourism Grading CouncilTelephone: (011) 895 3109Fax: 086 611 2405email: [email protected]: www.tourismgrading.co.za

• Match Telephone: 086 072 2010 email: [email protected]

2010 FIFA World Cup

Local Organising Committee

South Africa

Telephone: 011 567 2010

Fax: 011 494 3161 Website: www.sa2010.gov.za

Contact details:

Guy Lundy

CEO

Accelerate Cape Town

+27 21 4087255

+27 83 4400208

[email protected]

www.acceleratecapetown.com