Introducing the 2010 Scorecard on CNBC: Converting Visitors to Brand Advocates. Measuring the 10 Benchmarks of delivering President Mbeki's 2010 Promise to "host the best FIFA World Cup ever".

1. 2010 Scorecard
Destination Branding

2. 2010
Scorecard

3. Net Promoter Score
1. Delivering the Brand Promise
2010
Scorecard
The

4. Net Promoter Score: Visitors
1. Delivering the Brand Promise
2010
Scorecard
The

5. Net Promoter Score: Visitors
2010
Scorecard
The
1. Delivering the Brand Promise
1.1 Has the 2010 Brand Promise been defined ?
1.2 Has the 2010 logo been aligned to the Brand Promise ?
1.3 Are prospective visitors aware of the Brand Promise ?
1.4 Are South Africans aware of the 2010 Brand Promise ?
95%95%Did the Brand Promise transform SA’s
Perceived Archetype from Orphan to
Hero ?
100%100%
100%100%
100%100%
80%80%
2010
Scorecard
The

6. Doing the Nation Proud
2010
Scorecard
The
2. Winning Hosting Team

7. 2010
Scorecard
The
2.1 Has a compelling vision been declared for the team ?
2.2 Is the nation emotionally engaged to support the team?
2.3 Is the team geared towards reaching the semi or quarter finals ?
2.4 Is the team connecting with the 2010 vision to be
“significant global players in human endeavour” ?
90%90%
Has Bafana Bafana made the nation proud
during the world cup?
100%100%
100%100%
80%80%
80%80%
2. Winning Hosting Team

8. Best Party Experience Ever
3. Partyotism2010
Scorecard
The

9. 3. Partyotism
3.1 Fan Festivals to extend the soccer experience to the entire population?
3.2 Public Viewing utilized to convey the unique African Flair of SA and Africa?
3.3 Are Public Viewing Events being provided in each community?
3.4 Are the Public Viewing Events free of charge?
100%100%
80%80%
80%80%
100%100%
90%90%
Did Public Viewing Events during the 2010 FIFA
World Cup™ convert 90%+ of Visitors to Brand
Advocates for Country and Continent?
2010
Scorecard
The

10. Best Female Participation Ever
4. Gender Equality
2010
Scorecard
The

11. 2010
Scorecard
The
4. Gender Equality
4.1 Does Women Soccer in South Africa become a Catalyst for Gender Equality ?
4.2 Does Female Participation at the CC and WC translate into increased
Premier Soccer League Attendance by Women?
4.3 Is a Professional Women League established by the PSL and made viable
by commercial sponsors?
4.4 Are the Public Viewing Events free of charge?
60%60%
80%80%
100%100%
80%80%
80%80%
Did Female Participation at the 2010 Fan
Festivals surpass the 2006 Benchmark
(45%)?

12. Target: 0 Major Incidents
2010
Scorecard
The
5. Visitor Safety

13. 5. Visitor Safety
Net Promoter Score: Visitors
5.1 Are prospective Visitors perceiving South Africa to be a safe Destination
for 2010?
5.2 Is the South African Public perceiving South Africa to be a safe
Destination for 2010?
5.3 Does the International Media report South Africa to be a safe
Destination for 2010?
5.4 Does the Domestic Media report South Africa to be a safe Destination
for 2010?
95%95%
Did South Africa meet international
standards in Visitor Safety during the 2010
FIFA World Cup?
100%100%
100%100%
100%100%
80%80%
2010
Scorecard
The

14. Net Promoter Score: Media
6. Media Centricity2010
Scorecard
The

15. 90%90%
2010
Scorecard
The
6. Media Centricity
Net Promoter Score: Visitors
6.1 Are all relevant positive touch-points being communicated to the
International Media?
6.2 Are negative touch-points being counteracted by providing the
international media with the relevant facts and figures?
6.3 Is a concerted Effort undertaken to convert the International Media from
brand agnostics to brand advocates?
6.4 Are all conceivable efforts undertaken to reign in 2010 curveball
throwers?
Is South Africa achieving a 85% Net
Promoter Score of media reports during
and after the 2010 FIFA World Cup™?
100%100%
80%80%
100%100%
80%80%

16. Best Football Event Ever
2010
Scorecard
The
7. Joga Bonito

17. 2010
Scorecard
The
7. Joga Bonito
7.1 Does the 2010 World Cup showcase African Soccer as globally competitive
and highly attractive?
7.2 Does the 2010 World Cup reverse the traditional hegemony of European
nations in favour of African teams?
7.3 Does the 2010 World Cup stand out for its Fair Play and low
number of yellow and red cards?
7.4 Does the 2010 World Cup provide spectators with compelling soccer that
results in goals scored rather than prevented and an attacking brand of soccer?
60%60%
60%60%
100%100%
100%100%
80%80%
Does the 2010 World Cup serve as a
catalyst to accelerate the development of
the beautiful game on the continent?

18. Best WC for the Sponsors
2010
Scorecard
The
8. Sponsoring

19. 2010
Scorecard
The
8. Sponsoring
8.1 Does the 2010 World Cup generate the biggest sponsoring income ever?
8.2 Does the 2010 World Cup generate a sponsoring awareness ROI
greater than 24%?
8.3 Does the 2010 World Cup generate a sponsoring ROI greater than
40% year-on-year?
8.4 Does the 2010 World Cup generate record viewing rates in excess of
26.29 billion viewers?
100%100%
80%80%
80%80%
100%100%
90%90%
Does the 2010 World Cup generate record FIFA
broadcasts i.e. greater than 43,600 broadcasts
in 214 countries?

20. Best WC for the Hosting Nation
2010
Scorecard
The
9. Nation Building

21. 2010
Scorecard
The
9. Nation Building
Net Promoter Score: Visitors
9.1 Is the 2010 World Cup being leveraged to unite the nation and
focus attention on the common goals rather than the differences?
9.2 Does the 2010 World Cup make South Africans feel
proud of their country?
9.3 Does the 2010 World Cup result in a significant uptake in
the National Pride Index?
9.4 Does the 2010 World Cup help South Africans overcome the
divisions of the past and purge the feelings of guilt and resentment?
95%95%
Did the 2010 World Cup assist in
recalibrating national energy levels
towards love and joy?
80%80%
100%100%
100%100%
100%100%

22. Best Economic WC Legacy
2010
Scorecard
The
10. Economic Legacy

23. 10. Economic Legacy
Net Promoter Score: Visitors
10.1 Does the 2010 World Cup contribute to achieving the target of breaking
into the top ten of the Nation Brand Index?
10.2 Does the 2010 World Cup contribute to achieving the SA Tourism target of
10 million visitors?
10.3 Is the 2010 World Cup leveraged to take local products and services to the
world market and grow South African Exports by 15%?
10.4 Will the environmental impact by the 2010 FIFA World Cup™ be
neutralized through the 2010 Green Goal Program?
95%95%
Is the 2010 World Cup leveraged to create
jobs and reduce unemployment
significantly?
100%100%
100%100%
80%80%
100%100%
2010
Scorecard
The

24. 2014 FIFA World Cup Host
2010
Scorecard
The
11. The Biggest Compliment

25. 2010 Scorecard
Destination Branding