The importance of portraying South Africa and the rest of the continent in a positive light ahead of the 2010 Fifa World Cup was the focus of the third 2010 National Communications Partnership Conference, recently held in Sandton, Johannesburg.

At least 500 delegates attended the first day of the 2010 National Communication Partnership (NCP) conference held today, at the Sandton Convention Centre.

"Getting ready for 2010 is exciting because what we do now in preparation will be part of the legacy beyond the 2010 FIFA World Cup™"

So said Ms Yvonne Johnston, CEO of the International Marketing Council of South Africa (IMC).

She was commenting on the Media Club tour held today to showcase the progress and developments underway as part of the country’s preparations to host the world’s greatest sporting event.

The 2010 FIFA World Cup is more than just a soccer event. It is both an opportunity and challenge for Africa, particularly its media, to use the occasion of this world event to counter the wrong perceptions of Africa by projecting the positive image and values of the continent globally.

Only a fraction of the followers of the beautiful game will be physically present at soccer matches in South Africa. The large majority will depend on the media to bring them live action on the playing field.

Yvonne Johnston, CEO of the International Marketing Council of South Africa (IMC) candidly confessed that what keeps her awake at night is concern about the next World Cup hosts. ”They’ll find it very hard to beat the standard that we are going to set.”

Johnston was discussing the positive outcomes she was expecting for South Africa and the continent in the run-up to, and beyond, the 2010 FIFA World Cup at the second 2010 National Communication Partnership Conference at the Sandton Convention Centre in Johannesburg yesterday.

Staging the FIFA World Cup in 2010 could leave behind a legacy of undoing the historical marginalisation of Africa from the mainstream of world football and of the economic spin-offs that flow from it.

This would need a correct and strategic approach to planning and preparing for the event, the Minister of Sport and Recreation, Rev Makhenkesi Stofile said when addressing the second 2010 National Communication Partnership conference at the Sandton Convention Centre in Johannesburg yesterday.