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Developing and implementing the 2010 FIFA World Cup TM Research Agenda: Lessons and reflections

Developing and implementing the 2010 FIFA World Cup TM Research Agenda: Lessons and reflections. Prof Kamilla Swart and Prof Urmilla Bob. Key Pillars of the 2010 Business Plan. FIFA requirements. Legacy requirements. Requirements remain the same and even higher than 2006.

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Developing and implementing the 2010 FIFA World Cup TM Research Agenda: Lessons and reflections

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  1. Developing and implementing the 2010 FIFA World CupTM Research Agenda: Lessons and reflections Prof Kamilla Swart and Prof Urmilla Bob

  2. Key Pillars of the 2010 Business Plan FIFA requirements Legacy requirements Requirements remain the same and even higher than 2006 • Delivering the 2010 FIFA WC • World class event • Infrastructure provisions • World Cup stadia • Transport • Safety and security • Other requirements • Ticket sales • Broadcasting rights • Sponsorships • Merchandising • Strengthening South African & African image • Economic benefits • Football development • Skills development • Nation-building and transformation • Social • Arts and culture • Promoting strategic partnerships • Sustainable environment

  3. 2010 FIFA World Cup Research Audit • March - July 2008 • To present a landscape of 2010 research • To identify research gaps • To identify potential opportunities for collaborative research • To build towards a 2010 research framework, with indicators • Culminated in 2010 research workshop – 25 July 2008

  4. 2010 FIFA World Cup Research Audit • Significant amount of research undertaken • Across several themes • By a range of researchers • However, • Lack of coordination • Evidence of duplication • Research resource constraints • A range of indicators emerging

  5. Economic Environment Social Infrastructure Sport African Legacy Media

  6. 2010 FIFA World Cup Research Audit • Key research projects • 2010 communication research (NCP) • Event Impact Model (EIM) • 2010 Legacy Indicator Framework (SACN) • Annual Longitudinal Survey (HSRC) • Financial modelling (Grant Thornton) • Case studies and perception studies (significant proportion of academic research)

  7. Significance of 2010 Research Landscape • Despite legacy imperatives no attempt to systematically track and examine legacy impacts • Research NB and valued but barriers • No FIFA Research Legacy • Develop key research indicators to guide: • Research to support • Partnerships • Allocation of resources • Develop 2010 research legacy • Despite OC interest project not carried forward

  8. 2010 Research Agenda Workshop • Follow-up workshop (4 Dec. 2009) after inaugural Sport Mega-events and Their Legacies Conference – www.sportmegaevents.co.za • Reinforced NB of systematically undertaking research • Opportunity to unpack whether trends from previous research discernible in 2010 • Complement not duplicate research efforts • Given timeframes and lack of political will to allocate resources to implement coordinated research agenda, key priority areas highlighted

  9. 2010 Research Agenda Priorities Economic • Ascertain economic impact in relation to current forecasts • top-down and bottom-up approaches • Tourist flows • Economic impacts and perceptions of local businesses • Projected vs. actual government spending

  10. 2010 Research Agenda Priorities Social/ political • Pre and post resident surveys • BEE and SMME development and transformation • Organisational and management issues and legacies • Fan Park surveys • Media coverage and content analysis

  11. Status Quo • Completed questionnaires: Visitors • Residents: 400 in Cape Town and 200 in Durban (pre- and post-event) • Businesses: 100 in Cape Town and 100 in Durban (pre-and post-event

  12. 2010 Research Agenda Reflections • National/ international network of researchers • Methodology • Sampling • Translations • Partnerships with host cities/ regions • National and host city level impacts

  13. Lessons • Knowledge management critically important to inform future bidding and planning for mega-events in developing contexts • Willingness and commitment to undertake research • Partnerships and interdisciplinary capacity from a range of stakeholders essential • What is required: • Mobilise resources • Leverage buy-in • Adopt an integrated approach • PLAN FOR RESEARCH

  14. Thank You Prof Kamilla Swart and Prof Urmilla Bob swartk@cput.ac.za and bobu@ukzn.ac.za

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