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Bheki Hlabane Title: The Political, Economic And Social Impact Of Hosting Mega-Sports Events: The 2010 South Africa World Cup In Comparative Perspective PhD Thesis submitted to: Ritsumeikan Asia Pacific University (APU). Asia Pacific Studies (APS) 2012 Acknowledgements I am deeply thankful to my supervisor, Prof Jeremy Eades, whose support and guidance has served as a pillar of strength and encouragement throughout my studies. His approach and positive attitude had been the key in helping me develop a better understanding of the issues. I would also like to extend my gratitude to Prof Malcolm Cooper for giving direction throughout my fieldwork process. Further acknowledgements are due to the South African Tourism office in Japan and the South African Embassy in Japan. Both have made a significant contribution in my PhD studies in Japan. The chance to have such an exciting and educational research experience would not have been possible without the quality of programs offered at Ritsumeikan Asia Pacific University. In addition, the University helped me with material support, technical support and in participation in student life. They say life is a journey. I guess that is also true with studying towards a PhD degree. The experience I have gained throughout my studies at APU will be significant as my life moves forward. To date, I have managed to publish two papers/articles. The first one has been published with the Ritsumeikan Journal (RJAPS), Volume 28 in 2010 and titled Sociology of Sports mega-events, Tourism Perspective. The second one is published in The International Journal of Sport and Society, volume 1.Issue 4, titled Sociology of Sports Mega –Events: Sports Diplomacy and FIFA World Cup; ‘Global Peace Building Initiative. Bheki Hlabane 1 Abstract Hosting sports mega-events like the FIFA World Cup or the Olympics Games has became a significant economic strategy for nation states. Convinced by studies suggesting positive economic benefits from hosting these events, nations compete vigorously for the right to host them. The pursuit for hosting sports mega-events is influenced by suggestions that nations can use them to boost their tourism sector, develop infrastructure, establish a national brand, expand their domestic sponsorship markets, and encourage foreign investment. But what impact do these events have on host nations? Do developed and developing nations approach hosting mega-events in the same way? Could the soft power of sports be used to achieve diplomatic objectives? What impact do sports mega-events have on a host nation's competitive advantage? What is the relationship between corporate sponsorships and sports mega-events? What is the impact of ambush marketing in sports events? In an attempt to provide answers to some of these questions, the thesis will present a comparative analysis of the FIFA World Cup co-hosted by Japan and Korea in 2002 and the 2010 South Africa World Cup. The main idea is to highlight the similarities and differences between the two World Cups in terms of the way they were approached, prepared and the impact they had on their respective nations. The discussion will apply conflict theory and the analysis of costs and benefits to analyze the political, economic and cultural impact of the two World Cups. This thesis will show that the success of hosting a sports mega-event depends heavily on the cooperation and interplay between different sectors of society that perform different functions on the international, regional and national levels. 2 Contents Chapter 1------------------------------------------------------------------------------------------12 Introduction --------------------------------------------------------------------------------------12 Summary of the thesis----------------------------------------------------------------------------13 Scope of the research-----------------------------------------------------------------------------13 Research Questions-------------------------------------------------------------------------------14 Thesis structure------------------------------------------------------------------------------------16 Research Methodology--------------------------------------------------------------------------20 Primary and Secondary Sources-----------------------------------------------------------------20 The Qualitative Approach: Action Research method-----------------------------------------21 Theoretical Framework-------------------------------------------------------------------------22 The foundations of conflict theory--------------------------------------------------------------22 Sport, politics and society------------------------------------------------------------------------24 Cultural theory of sports-------------------------------------------------------------------------28 Literature review--------------------------------------------------------------------------------30 Sociological research of sports mega-events--------------------------------------------------30 Defining Mega-events----------------------------------------------------------------------------32 Impact Studies of Sports mega-events----------------------------------------------------------35 Outlining the `positive versus negative `impact debate --------------------------------35 3 The economic impact: Identifying the long term and short-term benefits-----------38 The political impact of sports and mega-events-----------------------------------------40 The cultural impact: The Intangible benefits--------------------------------------------44 Conclusion-----------------------------------------------------------------------------------45 Chapter 2------------------------------------------------------------------------------------49 Sports Diplomacy and FIFA World Cup; A Global Peace Building Initiative-------------------------------------------------------------------------------------49 Introduction----------------------------------------------------------------------------------49 Sports Diplomacy and International Politics--------------------------------------------50 Sports Diplomacy and Ideological Conflicts-------------------------------------------52 Sports Diplomacy and Globalization-----------------------------------------------------54 The impact of Media on Sports Diplomacy---------------------------------------------56 The Positive use of media in the promotion of sports diplomacy--------------------57 The negative use of media and sports diplomacy--------------------------------------58 Sports Diplomacy and 1930 Uruguay World Cup-------------------------------------59 Sports Diplomacy and the 2002 Korea-Japan World Cup----------------------------62 The co-hosting decision and Japan-Korea relations-----------------------------------62 Sports Diplomacy and the 2010 South Africa World Cup----------------------------72 An appeal for national reconciliation and economic growth-------------------------72 4 The colonial and Apartheid Eras------------------------------------------------------------------73 The post-Apartheid era-----------------------------------------------------------------------------75 South Africa's lost bid to host 2006 FIFA World Cup and the subsequent 2010 South Africa World Cup decision------------------------------------------------------------------------78 Conclusion-------------------------------------------------------------------------------------------84 Chapter 3--------------------------------------------------------------------------------------------87 States and Mega-event: Impact on host nation`s Economic Competitive Advantage--------------------------------------------------------------------------87 Theoretical Framework----------------------------------------------------------------------------88 Porter's Nations Competitive Advantage diamond model------------------------------------88 Critique of Lakshman’s (2008) Methodology--------------------------------------------------93 The case of Japan and hosting the 2002 FIFA World Cup: Impact on Economic growth and competitive advantage--------------------------------------------------------------98 Factor Conditions: Infrastructure Development-----------------------------------------------98 The 1964 Tokyo Olympic Games: Japan signals recovery from WWII and re-admission to the international stage----------------------------------------------------98 Japan as a “Construction State”: The reason behind Japan`s rapid Infrastructure development---------------------------------------------------------------------------------------100 Japan`s 2002 FIFA World Cup Stadia Development: Increasing Japans competitive advantage in architectural design and technology-------------------------------------------102 The 2002 FIFA World Cup and Football in Japan: Advancing the J-League`s Competitive Advantage------------------------------------------------------------------------105 5 The Case of 2010South Africa World Cup and Competitive Advantage---------------109 South Africa's state of competitiveness------------------------------------------------------109 Factor Conditions: Transportation Infrastructure development: Enhancing connection between labor and industry------------------------------------------------------110 Factor Condition: Safety and Security Infrastructure and Competitive advantage----114 The Safety and security legacy of the 2010 South Africa World Cup-------------------117 The 2010 South Africa World Cup Stadia Development: An imputes for job creation and skill development
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