Under the title "Africa's Calling", the journey to the 2010 FIFA World Cup will start in Berlin on 7 July 2006 with the presentation of the "African Legacy" programme in a ceremony that will be attended by the President Thabo Mbeki and FIFA President Joseph Blatter, accompanied by some of the greatest ever African players such as George Weah, Abedi Pele, Roger Milla and Lucas Radebe.

The event will culminate in the unveiling of the Official Emblem of the tournament, the official logo for 2010 and it will be followed later the same day by a free concert under the slogan "Football for a Better World - from Germany to South Africa", featuring artists such as Youssou N'dour, Ivete Sangalo, Xavier Naidoo and Sean Paul.

The 2010 logo ceremony, which will take place in the Tempodrom in Berlin between 14:00 and 17:00, will signal the start of the road from Germany and Europe to South Africa and Africa. This four-year period will feature several projects which will ensure that the first ever FIFA World Cup on African soil will leave a lasting positive effect on the continent.

The official concert, organised by FIFA in cooperation with the City of Berlin and the Fan Fest, will provide the climax to this day, symbolising the bridge between Germany and South Africa and paying tribute to the fans for their support and giving them an opportunity to celebrate one month of passion and emotions.

It will take place on the evening of 7 July at the Brandenburg Gate in Berlin, and will include a blend of local and international stars such as Die Fantastischen Vier, Wir Sind Helden, Xavier Naidoo, Sean Paul, Ivete Sangalo, Youssou N'dour and South African chart-toppers Freshly Ground.

The concert will also have special guest appearances on stage, including football stars, as well as images on giant video screens with highlights of the 2006 FIFA World Cup, and it will provide an excellent opportunity to celebrate just two days before the grand final of the tournament.

"Africa's calling" is part of the "Win in Africa with Africa" project. It was initiated by Mbeki and Blatter in order to leave an "African Legacy" as a benefit of the 2010 FIFA World Cup, and it has several key objectives, including the following: to ensure that the whole continent benefits from the impact of the greatest individual sport event in the world, to project positive messages about Africa, to further promote the development of African football, to use the potential of the beautiful game for social, health and community issues and to reinforce peace and nation building in the region.

The project will also focus on leaving a legacy for African football, with new artificial fields, support for the national leagues, training of African football executives and promoting the development of sports medicine in Africa, amongst other initiatives.

The German state of Bavaria is encouraging South African companies to attend a real estate trade fair in October 2006, saying it will attract investors in the 2010 Soccer World Cup.

Hans Spitzner, Bavaria's deputy minister for economic affairs said that SA could benefit from experience Germany was gaining in staging the 2006 Football World Cup.

Specific areas of opportunity that could be triggered by the event included the development of shopping malls, entertainment venues and residential developments, he said. The 2010 Football World Cup is expected to generate billions of rands.

Australia is keen as well to share the experience gained in hosting the 2000 Sydney Olympic Games.

(source: Business Day / Chris Van Gass / 17 February 2005)

The 2010 FIFA Soccer World Cup should boost tourism in Southern Africa, which is currently handicapped by its image as a war zone and the difficulties of travel within the region.

Shepherd Nyaruwata, the executive director of the Regional Tourism Organisation for Southern Africa, said: "There is a need to spruce up the image of the region."

Nyaruwata expected tourist numbers to peak from 14 million last year to 20 million during 2010, with some World Cup soccer fans going on from the soccer tournament in South Africa to visit neighbouring states such as Mozambique and Namibia.

(source: Business Report / Alfonce Mbizwo / 17 March 2005)

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