FNB’s support of 2010 FIFA World Cup™ focuses on nation-building
Being a national supporter of the 2010 FIFA World Cup™ implies a very substantial financial commitment – in fact, one that requires the allocation of many years of business sponsorship funding to just one project. But, as First National Bank (FNB) believes, the financial liability is fully justified by the commitment to the South African nation represented by this sponsorship.
Being hosted on South African soil, the World Cup has the potential to bring South Africans together as a nation in a way never seen before. The type of spirit experienced across all groups within society during the two Rugby World Cup finals gives a hint of what is possible. But this will be so much more because of all the action happening right here!
A World Cup for all South Africans
FNB wants to ensure that all people, no matter their
financial standing, are able to participate fully in the event. Not being able to afford a ticket to a game shouldn’t keep anyone from enjoying the event, and so FNB will facilitate a network of public viewing areas around the country – in both the major metropolitan areas and also in far smaller corners of the country. Tickets to games will also reach 16 000 South Africans through the FNB customer competition.
In addition to unifying our nation, there is every reason to believe that South Africans will also intensify their identity as being African. There could be a surprisingly large influx of visitors from neighbouring African countries during the tournament, which should contribute to social bonding among all people, especially those from the African continent.
The goal of bringing South Africans together as a nation and as citizens of the wider African continent is reflective of FNB’s approach over the years in terms of which the bank has positioned itself as proudly South African. Various other initiatives – the sponsorship of the ‘Heartlines’ TV project is one example – have similarly focused on strengthening our sense of identity as a nation of South Africans.
Business opportunities
As part of this commitment, FNB also sees economic growth as a core part of our strength as a nation. Since business opportunities abound around the World Cup, the sponsorship of the event by FNB makes good sense. FNB identifies three periods in which business opportunities can easily be identified: the period of the preparation for the event; the month-long event itself; and the long-term effects of the whole event, which should continue for many years.
Major benefits to business have already been seen. Infrastructure development in terms of the stadia for football games, as well as transport infrastructure, is in progress, and this has brought significant gains to the local construction industry and building material suppliers.
The supply of accommodation is being increased, both to take account of heightened demand now and in 2009 when the Confederations Cup takes place, as well as in 2010 itself. As many as 25 major hotel building projects are already underway, and this should also result in the creation of many new jobs. The event itself obviously creates many other business opportunities: for hotels, businesses offering recreation and entertainment, food and beverage suppliers, and the retail trade.
After 2010
In the years following the event, South Africans will reap the benefits of the infrastructure currently being developed. After years of inadequate public transport, the picture will be vastly improved from 2010 on. The economic benefits should also continue into the future – tourism, in particular, should thrive once so many foreign visitors have enjoyed a
South African experience. And so South Africa could well be put on the international travel map in a way never seen before.
All in all, the sponsorship is FNB’s way of showing how dedicated it is to South Africa and to the people of this country.
For more information about FNB’s sponsorship of the 2010 FIFA World Cup™, please contact Xolisa Vapi on (011) 371-9330 or xvapi@fnb.co.za
