Bafana's night of glory restores Confed Cup brand promise

‘Ke nako (it is time) to host the Champions' - a promise that the guardian of South Africa's brand image, the International Marketing Council (IMC) of South Africa, translated into six touch-points for defining what it takes “to be a great 2009 and 2010 host”.

As the people-to-people dimension is the defining feature of the visitor experience, both for 2009 and 2010, this begs the question what can you do to become a brand ambassador in hosting local and international soccer fans alike. The following, based upon the six IMC hosting touch-points (in italics), are some ideas of how to make the most out of the 2009 and 2010 tournaments, one person at a time.

1. Be informed: Know what's going down in your own backyard - about the teams, the venues, the dates, the host cities, the work that's going in to get the country geared.

   It is common sense that the more you know about a subject, the more you will enjoy it. Make a point of perusing the soccer pages on your local newspaper and watch the 2010 magazine shows, be it Countdown2010 on SABC1, Business2010 on CNBC Africa, or Woza2010 on Supersport. This will empower you to join in the office debate about who's hot and who's not and connect with others in ways you might not have experienced prior to your life as a soccer fan.

2. Support our country: Learn to sing the national anthem. Fly the national flag. We're footballing into the future - don't be left behind!

   To be part of the winning team SA, a team that consists of 48 million people, not just 11 players, the best way to live the brand is to wear the shirt, fly the flag and sign the anthem. In fact, the South African flag is one of the most potent national brand assets in that it has been rated the third most recognisable flag in the world and is truly representative of the Rainbow Nation. During 2010, there will be many more opportunities to show the South African colours, ranging from face painting to sporting the uniquely South African makarapa and wearing a Zakumi badge.

3. Support our team, support our players: We did it in 1996, and Bafana Bafana came out of international isolation to win the African Cup of Nations.

   Bafana's victory was testimony to what can be achieved when a team comes together and enters a state that has been termed ‘flow' by sports psychologists - when all of a sudden, and seemingly miraculously to the untrained eye, athletes overcome previous limitations and achieve unimaginable feats. A key catalyst in producing a state of flow is issuing and embracing a compelling vision, and Bafana coach Santana did exactly that recently when he stated that “we are going to use the Confederations Cup as a preparation for the World Cup. Because our ultimate aim is winning the World Cup” - a vision that, albeit much derided by his local critics, has the potential of rallying the nation behind the team's best efforts.

4. Learn to blow a vuvuzela... Get yourself a makarapa. Wear a Zakumi badge. Follow the games. Talk about them over a pap 'n vleis braai. Get interested. Do any of these things in the spirit of Bafana, and you can count yourself a Bafana Bafana fan!

   Why is the nation's support such a critical success factor for the performance of the hosting team? Simply because history has shown that there is a direct cause-and-effect relationship between the nation's vociferous support and the team's effectiveness. It was German striker Miroslav Klose who said at the end of the 2006 FIFA World Cup, which saw Germany reach an unexpected third place, that “we would never have been able to go that far without the unbelievable energy boost we got from our supporters.” More than anything, soccer is a mental game and self-confidence many times makes all the difference in snatching victory from defeat against a stronger team.

5. GOOOOOOOOOOOOOOOOOOO to a game: Buy yourself and your kids/granddad/partner/buddy tickets to a Confederations Cup match. Maybe you're the CEO? Buy tickets for your staff - it'll be the best (and cheapest) corporate bonding outing you ever organised!

   Going to the stadium and experiencing the real thing is certainly a once-in-a lifetime opportunity to sense the power of soccer. Anybody who attended Bafana's game against New Zealand will attest to the fact that the atmosphere was electrifying, the fans ecstatic and the entire experience unforgettable.

6. Do things THE RIGHT WAY:
   
   
   • Get to the stadium an hour before the game.
     
   • Check your ticket, know your number, and sit in your designated seat.
     
   • Don't use the steps as seats.
     
   • Don't bring bottles or other "cellular" to the stadium (if you know what we're talking about, then we're talking to you!)

   
   In fact, experience from the first match three days has shown that you should arrive at the park-and-ride facility at least two hours before kickoff. As far as soccer etiquette is concerned, this is key to co-creating a great fan experience, and by all accounts so far this has been achieved, contrary to the anxieties peddled in the international media about the unruliness of local soccer supporters.

What else can South African fans do to put paid to the brand promise of being a great host, both in 2009 and 2010?