Brazil learns from SA

Sport Business News

To entrepreneurs and representatives of the South African government, establishing a shared vision, protecting sponsors, preparing the population and having a detailed financial planning are some important steps to prepare a country to host the FIFA World Cup.

These and other recommendations were made to representatives of the Brazilian government and the 12 cities that will host the 2014 World Cup during a workshop organised by the Ministry of Sport, at Casa Brasil, in Johannesburg in July 2010. According to the lecturer Dawn Robertson, chief of the Department of Art, Culture and Recreation of the Province of Guateng (where the city of Johannesburg is located), the promotion opportunity to the country hosting the Cup can be compared to a TV advertisement lasting 30 days. To take the best of this opportunity, the province recovered its values, launched a new logo and a new slogan, and prepared the population to welcome tourists. Ravi Naidoo, executive chief of the Interactive Africa advertisement agency advised the workshop participants to take each opportunity to show the best, and aligning the discourse focusing on the same mission and vision, with all those engaged in the Cup preparation. Another recommendation was: "associate the events to a cause, and pay maximum attention to the details". Naidoo participated in the planning and execution of different marketing actions aimed at the World Cup, including the creation of the logo and the mascot, as well. Another topic approached during the workshop was the protection of brands and copyrights. According to Hugh Melamdowitz, lawyer of the Spoor & Fisher, we should protect the sponsors, since the World Cup cannot happen without them. Melamdowitz also advocated for the creation of an effective programme to protect the sponsors, including laws, communications, cooperation and implementation. The meeting was closed by Farouk Seedat, chief of the Financial Department of the 2010 Cup Local Organisation Committee. He advised Brazil to plan the budget in deep details and in advance, besides learning with the best practices. He also warned that importing solutions from other countries is not enough; the specific conditions of each site must always be considered.

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