How has government and corporate investment impacted on eShibobo Football Club in the context of the build up to the 2010 FIFA World Cup? Alexander Kostopoulos (338173) A research report submitted to the Faculty of Humanities at the University of the Witwatersrand, Johannesburg, in partial fulfilment for the Degree of Master of Arts. Johannesburg, November 2009 i Declaration I herewith declare that this thesis is my own unaided work. It is submitted for the degree of MA in Sociology at the University of the Witwatersrand, Johannesburg. It has not been submitted before for any other degree or exam in any other University. It has also not previously been published in any form. Alex Kostopoulos University of the Witwatersrand, Johannesburg 12 August 2009 ii Abstract This research has explored some of the effects that the build up to the 2010 Football World Cup to be hosted in South Africa has had on a local soccer club, eShibobo Football Club (FC)1. Much hope has been placed on this tournament to bring prosperity and overall regional development to South Africa through increased foreign investment, tourism, and improved infrastructure. Using qualitative research methods in the form of field interviews and documentary analysis, the research suggests that the increased revenue earnings of eShibobo FC can be partially linked to South Africa’s hosting of the 2010 World Cup. With this increased revenue the club has been able to spend larger amounts on player salaries, established a comprehensive youth development programme, created links with foreign clubs, and invested in technology to assist the coaching and playing staff. Yet some areas have largely been unaffected by the World Cup such as ticket sales and stadium improvements. 1 In order to protect the identity of the football club focussed on in this study, eShibobo FC is a pseudonym. iii This work is dedicated to my father Demetrios Kostopoulos iv Acknowledgements I wish to express my sincere appreciation and gratitude to my supervisor Professor Louise Hagemeier for her endless patience, encouragement and guidance at all times in the preparation and final presentation of this research report. Sincere thanks are also due to the following people: To Mr. Thompson for his permission to conduct this study into eShibobo FC. To Mr. Fairfield and Mr. Nkgadima at Amisco, for their invaluable assistance at a crucial point in the research. To my friends for their moral support. And to my family: Susana, Eleni, and Anna Kostopoulos for their patience and support during my studies. v Table of contents Cover page ..................................................................................................................... 1 Declaration .................................................................................................................... ii Abstract ........................................................................................................................ iii Acknowledgements ....................................................................................................... v List of acronyms .......................................................................................................... viii CHAPTER 1 Introduction ...................................................................................................... 1 Government and corporate investment in local soccer ................................................. 3 Effects of government and corporate investment on a local football club .................... 4 Choice of football club ................................................................................................... 6 Rationale for the study .................................................................................................. 7 Organisation of the research report .............................................................................. 8 CHAPTER 2 Literature review ............................................................................................. 10 Theoretical approaches to sport and society ............................................................... 11 Government and sport ................................................................................................. 16 Commercialisation of sport .......................................................................................... 17 History of football ........................................................................................................ 19 South African football history ...................................................................................... 23 The history of the FIFA Football World Cup ................................................................. 30 The effects of the FIFA World Cup ............................................................................... 32 CHAPTER 3 Methodology ................................................................................................... 39 Overall methodological approach ................................................................................ 39 Research methods ....................................................................................................... 42 In-depth/field interviews ............................................................................................. 42 Document analysis ....................................................................................................... 49 Sampling ...................................................................................................................... 52 Data analysis ................................................................................................................ 56 Ethical considerations .................................................................................................. 57 Concluding comments.................................................................................................. 58 vi CHAPTER 4 Historical and institutional context ................................................................. 60 The organisational structure of South African soccer .................................................. 60 History of South Africa’s World Cup bid....................................................................... 67 History of eShibobo FC ................................................................................................. 71 CHAPTER 5 investment in South African football in the context of the 2010 World Cup ............................................................................................................................... 76 Government investment and subsidies ....................................................................... 76 Corporate investment and sponsorship ....................................................................... 80 CHAPTER 6 The effects of investment in the context of the World Cup on eShibobo football club ................................................................................................. 90 Infrastructure and facilities .......................................................................................... 90 Staff and management ................................................................................................ 98 Player recruitment, development, and salaries ......................................................... 103 Merchandising and ticket sales .................................................................................. 109 CHAPTER 7 Conclusion ..................................................................................................... 112 Reference List .................................................................................................................. 116 Appendices ...................................................................................................................... 121 Appendix A: participant information letter ............................................................... 122 Appendix B: Research Participant Consent Form ....................................................... 123 Appendix C: Interview Schedule for Management staff at eShibobo FC .................... 124 Appendix D: Interview schedule for technical/coaching staff of eShibobo FC ........... 129 Appendix E: Interview schedule for playing staff of eShibobo FC .............................. 133 Appendix F: Interview Schedule for fans ................................................................... 137 vii List of acronyms ACSA – Airports Company of South Africa AsgiSA – Accelerated and Shared Growth Initiative for South Africa BRT – Bus Rapid Transit BskyB - British Sky Broadcasting DDNFA – Durban and Districts Native Football Association DSTV - Digital Satellite Television EFA – English Football Association FASA – Football Association of South Africa FIFA – Federation Internationale de Football Association FNB – First National Bank JBFA – Johannesburg Bantu Football Association LOC - The 2010 World Cup Organising Committee NBFA – Natal Bantu Football Association NFD - The National First Division NFL – National Football League NPSL – National Professional Soccer League NSL - The National Soccer League PBFA – Pietermaritzburg Bantu Football Association PSL - The Premier Soccer League SAB – South African Breweries SABC - The South African Broadcasting Corporation SABFA – South African Bantu Football Association SAFA - The South African Football Association UEFA –