Adverts focus on male fans

As South Africa is a pricey long-haul destination from Europe, Australia and the Americas, few families are expected to travel here for the tournament. So, with wives, girlfriends and children staying behind, it's going to be out with the adverts for skincare products and in with those for beer.

Proctor & Gamble Market Knowledge manager Eva Imir Yokus said trends from previous World Cups in Germany in 2006, South Korea and Japan in 2002, and France in 1998 suggested that "all the attention will be on males".

However, cold and flu medicines, toiletries and blankets will see an increase in sales.

"The only difference between this and previous World Cups, is that this is winter, so some stuff like instant coffee, cold and flu medicines, and blankets will actually sell well, especially with a lot of the international visitors coming from their summer into our winter."

Alcohol and snacks are expected to see "exceptional sales".

"Because this is a male-orientated event, we've noted that a lot of drinking will take place - it's almost a culture, so nothing will come close to alcohol," Yokus said.

She said some visitors may want to familiarise themselves with local tastes, which would be good for local CD, DVD and book sales. They were also "practical and easy memorabilia".

The impact of the World Cup "will still be felt by the local economy ... after the tournament, as some fans would still want to explore the country before heading home," she said.

Source: Sunday Times