South Africans continue to have an insatiable appetite for attending large sporting events, as demonstrated in the record crowd attendance in excess of 94 000 at the recent Tri-Nations Rugby test match between New Zealand and South Africa in August at the stadium.
Responding to the recent controversy surrounding the sustainability of the various stadia built to host the 2010 FIFA World Cup, Stadium Management South Africa (SMSA) tasked with managing the FNB Stadium, has emphasised that the FNB Stadium is not a 'white elephant'.
The monthly costs to run the FNB Stadium equate to R2,5 million each month. Working off a self-funding model with no financial support from National Treasury or from the owners of the stadium, the City of Johannesburg, it is imperative that a solid and sustainable business model was implemented.
"The key to unlocking the income to manage this financial demand is to ensure proper content and quality events at the stadium," says chief executive Jacques Grobbelaar. "We have taken many months to secure leading attractions such as the Tri-Nations Rugby Test match, the Chiefs and Pirates games, smaller events, as well as concerts and this is evident in that we have 47 confirmed bookings lined up, whereas most stadiums manage less than 20 per annum. We know this stadium will be used."
"An aggressive marketing campaign is constantly undertaken to attract further mega-events to South Africa by SMSA as well as to bring in the smaller day to day events," added Grobbelaar.
