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The 2010 Soccer World Cup will leave behind a legacy of a South Africa and a continent of Africa that is united and confident "about who we are and what we want to become."

Opening the first 2010 National Communication Partnership Conference in Johannesburg today, Dr Essop Pahad, Minister in the Presidency, said the 2010 event will be seen by billions of people across the world.  For the next four years they will "be looking at our country and our continent with an intensity that is unlikely to repeat itself for decades."

Communicators should seize the opportunities to displace negative perceptions about the country "with a compelling vision and flow of information that speaks of the reality of progress and united action to deal with potential problems and challenges," said Dr Pahad.

The Minister told more than 400 communication experts from both the private and public sector that the World Cup will not only speed up development programmes within the country but also be a catalyst for nation building, regional integration and continental solidarity.

Mr Danny Jordaan, CEO of the Local Organising Committee told delegates the event will be the most profitable World Cup ever with an estimated budget of US$ 4 billion in 2010. It will lift African pride and solidarity and will "create huge opportunities beyond the soccer."

It will create huge media interest, serve to boost the local economy, develop infrastructure and human resources and contribute to regional cooperation. Africa currently contributes less than 5 percent of the global football economy but 2010 can help to create proper infrastructure for the game and lift it to higher levels across the continent.

The General Manager: Communications of NEPAD, Ms Thaninga Shope-Linney, said the event will contribute to a positive image of Africa by getting rid of the stereotype view of it being "a continent of risk." It will highlight the commercial opportunities available in Africa and emphasise the fact that it is continent that is open for business.

Mr Themba Maseko, CEO of the Government Communication and Information System (GCIS) said 2010 presents South Africa with important opportunities to brand the country in the national interest. "The gap between foreign perceptions about South Africa and the real strengths of the country is narrowing - but it is still too wide. 2010 must be used as an opportunity to close this gap further."

"We now all have to unite around the message that Africa's time has come - South Africa is ready," to host the world's premier sporting event, Mr Maseko said.

Spanish marketing guru, Mr Raul Peralba, said 2010 is a "real opportunity for South Africa" to brand itself in the international arena. "Hosting the event is an enormous help but it is important to remember that this is long term task that goes beyond 2010.

"South Africa must find a differentiating idea and have a clear plan with specific objectives and milestones," Mr Peralba said.

Mr Mike de Vries, Managing Director of Germany's Branding campaign described the conference as "the right step in the right direction. What I have learned in my two days in South Africa is that you are doing it right. I am convinced you will have a brilliant and fantastic World Cup."

"Alive with Possibility should be the overarching brand for South Africa as it approaches 2010," said Ms Yvonne Johnston, CEO of the International Marketing Council. The challenge is: "What is the individual doing to make this a reality?"

Dr Essop Pahad told delegates that South Africa will host "an unforgettable World Cup." We will show the world "that South Africa is a country alive with possibility and Africa a continent of great opportunities."

ENDS

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