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From Soweto, Melrose Arch to Cape Town - it's a beautiful game
Peroni Nastro Azzurro, an official partner of the Italian football team, also known as the Azzurri, will launch a website devoted to the Beautiful Game - 'Il Bel Gioco' on 10 June 2010 for the five weeks of the World Cup and host a party in Cape Town on 13 June. Meanwhile, Melrose Arch and the street party goes to Vilakazi Street in Soweto.
The Peroni website will feature interviews, blog entries, podcasts and images from the brand's global ambassadors: 2006 football champion, Fabio Grosso; Michelin star chef, Giorgio Locatelli; celebrity fashion designer, Antonio Berardi and Italian design heir, Matteo Alessi.
Beppe Severgnini, journalist, author, blogger and passionate football fan who's also behind the hugely popular Italian blog, will write an exclusive piece from Cape Town in celebration of the Azzurri team and all things Italian.
Visitors are encouraged to interact with these influential Italians to communicate and celebrate their passion for football, food, design and fashion. They are also encouraged to upload images, films, words and sounds that depict their visions.
"With football lying at the heart of Italian life and culture it is a natural progression for Peroni Nastro Azzurro to partner with team Azzurri, a true icon of the game and Italy," said Andrew Walker, Peroni Nastro Azzurro global brand director. "With Il Bel Gioco we want to create a community of consumers who are passionate about all things Italian."
Peroni Nastro Azzurro will kick off its partnership with the Azzurri team in style by hosting a party in Cape Town on the 13 June. Celebrations will also take place in Sydney and New York. Go to www.ilbelgioco.com for more content and follow it on Twitter.
20-day countdown party
Join the 20-day countdown this Friday 21 May 2010 at a street party in Vilakazi Street, Soweto, starting at 2pm. The Johannesburg Tourism Company will be utilising the opportunity to reveal its new "From Full Time to Party Time - Joburg Rocks!" campaign. Music, games, quizzes and live performances by some of South Africa's favourite local artists are included in the programme line-up. The event is open to the public at no charge and mass participation is encouraged. Roads will be closed. SA Tourism will be participating with its Fly the Flag initiative, while the City of Johannesburg will be promoting its popular You Make Joburg Great campaign.
Melrose Arch offers park 'n ride, big screen entertainment
Melrose Arch is reportedly the only retail precinct in Johannesburg that will offer a FanRide for World Cup ticket holders who are hoping to avoid the heavy traffic rush during the World Cup.
Situated near the M1 highway, its prime position provides easy access to the major match stadiums Ellis Park, Soccer City and Loftus Versfeld.
For other fans, public big screens will provide live screenings of all the matches and a variety of live entertainment at the Melrose Arch Emporium, including an exclusive football bar and lounge that provide a relaxing space for pre and after match drinks, social gatherings and corporate functions.
It will also be the official home to the 2010 Fine Art Collection, the Mvezo Mandela Flags Collection and the Art of Pele. Other activities include 'Portugal Month', 'Unite Mzanzi Unite', a honorary visit by Mexico's 'The Angel' and more.
