Onsite fan researchWith hundreds of thousands of football fans from around the world making their way to South Africa for the FIFA World Cup™ it was crucial to gain insights into the fans’ experiences of the event.

For this reason FIFA commissioned international research agency Sport+Markt to conduct interviewswith spectators attending the following matches:

• Germany vs Australia (Durban, Sunday 13 June)

• South Africa vs Uruguay (Pretoria, Wednesday 16 June)

• England vs Algeria (Cape Town, Friday 18 June)

• Italy vs New Zealand (Nelspruit, Sunday 20 June)

• Final (Johannesburg, Sunday 11 July)

These matches were selected to ensure that FIFA covered a representative selection of venues in South Africa whilst ensuring that foreign fans from renowned footballing nations as well as domestic fans were included in the study.

Investigation TechniqueIn order to ensure that the fans’ enjoyment of the above matches were not interrupted by theresearch participants were only required to give their contact details to the researchers who wereonsite at all of the above matches.

These fans were then contacted by telephone immediately after the tournament ensuring thatthey were able to enjoy the whole event before reflecting on their experiences.

Study TopicsThe key objective of the onsite studies was toanalyse each step of a fan’s FIFA World Cup™ experience. From booking their trip, to purchasingtheir match tickets and buying a drink at the match each stage of a fan’s interaction with the tournament was investigated.

This enables FIFA to analyse the success of the operations put in place for the 2010 FIFA World Cup™ with a view to optimising the experience in the future as well as providing FIFA’s CommercialAffiliates with feedback on the penetration of their onsite campaigns.

206 — 207FIFA Marketing Research Onsite fan Research

208 — 209FIFA Marketing Research The Fans' View – South Africa

The Fans’ View –South Africa

Hundreds of thousands of football fans had the experience of a lifetime in June and July this year, descending on South Africa to watch the first ever African FIFA World Cup™. And despite reports in the press questioningSouth Africa’s readiness to host the event, the tournament and the host country have been given a big thumbs up from visiting fans.

This is the key finding from research commissionedby FIFA amongst both foreign and domestic fans who attended matches. The results clearly highlight the positive experiences of the fans in South Africa and suggest significant long-term effects for the country’s tourism industry.

Over two-thirds (70%) of the fans interviewed were visiting South Africa for the first time, a key indicator of the impact that hosting the event had on the country’s tourism industry.

Furthermore, it is clear that football was not the only attraction for the visiting fans – almost half of foreign visitors chose to combine attending matches with a longer holiday in the country, taking part in other tourist activities and staying for an average of 12 nights.

70First time in South Africa

222-5 times

8More than 5 times

56The 2010 FIFA World Cup

was the only reason I travelled to South Africa.

46I combined attending 2010

FIFA World Cup matches with a holiday in South Africa

3I attended matches as I happened

to be in South Africa during the FIFA World Cup.

39Up to 5 days

176-10 days

1211-15 days

916-20 days

3921-25 days 39

526-30 days

9

8More than 30 days

Average length of stay12 days

How many times have you been to South Africa before?

Was the attendance of 2010 FIFA World Cup™ match the only intention or did you plan holidays in addition to attending matches?

How long did you stay in South Africa for the 2010 FIFA World Cup™?

" International fans stayed in South Africa for an average of 12 days"

210 — 211FIFA Marketing Research The Fans' View – South Africa

The future appears to be bright for South Africa’s tourism sector, with almost all of the foreign visitors to the country stating that they would recommend the country to family and friends and 83% even planning to return themselves.

Will you go back to South Africa? Would you recommend South Africa to family and friends?

Yes83

No13

N.a4

Yes94

No4N.a

2

Successfully hosting the FIFA World Cup™ has led to strong feelings of South African pride. 96% of South African fans attending the matches have a more positive impression of their country now that it has hosted the World Cup.

This feeling is also predominant in foreign fans, with over four-fifths of participants stating that they hold South Africa in higher esteem now than they did prior to the tournament.

The quality of the stadiums in South Africa received universal praise, especially from the fans who visited them. 99% of visitors were extremely satisfied with the facilities, with almost as many participants commenting on the great atmosphere in the host country.

Despite concerns about the transport situation in South Africa, 79% of fans were happy with the transport provided for visitors to the country.

0

2

10

27

5 – Much more positive

4

3 – Didn't change my opinion 14

57

86

2

1 – Much more negative

South African match visitors (n=962)

International match visitors (n=518)

04

0

0

99General quality of the stadium

Top-2-Box:Very satisfied and satisfied

98The atmosphere in South Africa

92Atmosphere / Spirit in the stadium

79Transportation in general

How much did the experience change your opinion about South Africa?

In your opinion, how satisfied were you with the 2010 FIFA World Cup™ in general and with the following aspects...

" 83% plan to return to South Africa"

212 — 213FIFA Marketing Research Ticketing / Merchandise

Ticketing / Merchandise

The majority of international fans bought their tickets from either FIFA.com or as part of a full travel package from an independent agency.

South African fans, however, used all three official ticket sources, buying tickets from FIFA.com, FNB branches as well as from the FIFA ticketing sales centres. The decision to make tickets more easily accessible through opening these centres proved to be successful, with many fans, including those from overseas, purchasing tickets there.

The South African culture of buying tickets for sports events at the last minute is clear when looking at the figures. After the early rush of ticket purchasing when tickets first went on sale,there was then a steady stream of ticket sales leading right up to the days and weeks before certain games.

Just under half of all fans questioned bought merchandise from the official stores at the stadiums. 47% bought at least one item of merchandise, with T-shirts, caps and the famous vuvuzelas the items most in-demand with spectators. Satisfaction with the merchandise activities was high, with fans commenting positively on the service and selection available.

33FIFA.com

41

20First National Bank

0

39FIFA ticketing sales centres

39

7

15

1

21Complete package from travel agency

South African match visitors (n=962)

International match visitors (n=518)

Where did you buy your tickets for the 2010 FIFA World Cup™?

35When they first went on sale

19Right after the Final Draw when the matches were confirmed

201-2 months before the match took place

92-4 weeks before the match took place

39In the week before the match took place 39

3On the day of the match

No answer / �Don’t know = 1%

12

When did you buy your 2010 FIFA World Cup™ tickets?

Yes47

No53

Did you purchase merchandise?

T-Shirts / Polo-Shirts

37

41

Vuvuzelas

37Caps / Hats

17Flags / Pennants

17Scarves

All others = 18%

What did you purchase?

Merchandise stand service

79

81

Signage to themerchandise stand

76Design of the

merchandise stand

73Merchandise selection

Top-2-Box:Very satisfied and satisfied

Satisfaction with merchandise

216 — 217FIFA Marketing Research A South African View

A South African View

Hosting a FIFA World Cup™ for the first time on African soil demanded a huge effort from a number of key stakeholders. And if the views of South African football fans are anything to go by, these efforts have well and truly paid off.

One part of the research was an analysis of the image development of FIFA, the FIFA World Cup™, the sponsors’ brands and South Africa itself.Results from this investigation are emphatic, with all stakeholders being rated extremely positively by participants.

The role of FIFA’s commercial affiliates was certainly recognised by domestic respondents, with 88% having a more positive impression of the brands post tournament compared to before the tournament.

Perhaps most important for South Africa itself is the fact that 96% see the country much more positively now due to its success in hosting the event. This truly remarkable figure highlights the strength and emotion that the FIFA World Cup™ brought to the host country – positive attributes which will stand the country in good stead in the future.

0 2 0 1

79 70 86 70

0 2 0 1

5 – Much more positive

04.7

No answer / Don't knowMean value:

4

43 – Didn't change my opinion

2

1 – Much more negative

The FIFA World Cup

04.5

10

FIFA

04.8

4

South Africa

14.6

10

17 17 10 18

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How much did the experience change your opinion about...

" 99% of South Africans believe that the FIFA World Cup was a great success"

" 98% believe that their country did a great job in hosting the event".

" 97% think that the tournament has enhance South Africa's reputation abroad".

" South Africa was my fourth World Cup and an ideal host. Spectacular scenery, lots to do, excellent food and, most importantly, welcoming people." Stuart Baister, England fan

An International View

" The atmosphere in South Africa was amazing – having the chance to watch some of the biggest football games in the world in such a beautiful country is something I won't ever forget."Adri Pols, Netherlands fan