Abstract
South Africa pursued the World Cup for many reasons. Some were tangible objectives, such as infrastructure development, job creation, and the promotion of the country's tourism industry. Less tangible was a hope of reconfiguring Africa's reputation. In 2004, South Africa was awarded the 2010 World Cup, with the bid's supporters arguing that a successful tournament would help improve Africa's image, thereby increasing foreign investment throughout the continent and boosting Africa's global political prestige. It is argued that the World Cup 2010 is, if anything, an “un‐African World Cup.” FIFA, the South African government, and the local organizing committee promised the revelation of “Africa” during the “African World Cup,” but the execution has merely been a global operation adorned with African accessories. It is concluded that neoliberalism needs only enough “Africa” to show that it is a good place to make money and go on vacation. In essence, only the Africa “civilized” by international financial institutions and FIFA appeared in the South African 2010 World Cup.
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