The FIFA media and communications team, based in Zurich, Switzerland, and the Local Organising Committee (LOC) for the 2010 FIFA World Cup in South Africa, presented to the media, host cities and other marketing partners in Johannesburg last week at the first of a series of media information days. The scale of the event is unlike any other sporting event ever held in South Africa and I would venture to say that there has never been any other comparative event of this scale on SA soil. For those of us in the media who covered South Africa's historic first democratic elections in 1994, we may have an inkling of the sheer size and scope of this event, although in a completely different context of course. Here's some basic numbers: 43 600 hours dedicated broadcast coverage to 26.3 billion global viewers, across 376 channels for whole tournament, and 55 000 is the number of rooms will be needed in SA. Germany had incredible success with promoting national unity and building the country brand and South Africa has the same opportunity. The one difficulty is of course that the event in SA will be held in winter - and at night - because of time difference issues to ensure the global TV audience. So don't be seduced by those amazing images showing the German spirit and glorious fan fest activity in the sunshine; our job is a little harder. The dates to diarise now are: 11 June to 11 July 2010 and it is obvious from the various marketing, legal and media workshops that I've attended to date, that we all, individually and through our businesses, have such an important role to play in ensuring that South Africa The Brand and Africa The Continent are the real winners in the end of this sporting contest that has socio-economic implications for so many nations. Laduma! Louise Marsland, editor: editor@bizcommunity.com