World Cup stadiums are cash cows
Image by: 2010 FIFA World Cup Organising C
Danny Jordaan says South African soccer is missing out on a golden opportunity to generate income from World Cup venues.
He says authorities must create conditions under which stadiums can generate daily revenue.
He cited Soccer City's failure to capitalise on the Spanish tourists who flock to the site where Andres Iniesta's solitary strike secured Spain's maiden World Cup triumph.
"What do we offer the many tourists who come to the venue where Spanish soccer recorded its finest hour?" asked Jordaan.
"They come to see the stadium where their team conquered the globe and we offer them nothing. All they can do is just sit on the stands, pose for a picture and that's it.
"Why don't we sell them a Spain or a Bafana jersey, a tiny piece of the pitch, a meal, the 2010 World Cup memorabilia?"
He called on municipalities to change regulations to create a more commercial environment at the cauldrons built for the World Cup.
In a wide-ranging interview, Jordaan also spoke about the trust fund which will oversee the financial windfall from World Cup profits. Using the exchange rate at the time of the agreement, Safa expected a R1-billion windfall to be injected into its coffers. Instead, Fifa will deposit an amount of between R600-million to R750-million into the trust fund's kitty.
"Ten million dollars (R100-million) went into the construction of Safa House. A similar fee went into the preparation of Bafana Bafana for the World Cup," said Jordaan.
A further $5-million will be used to buy 35 buses and cars, computers, and to build offices for the 52 Safa regions.
Jordaan says South Africa will follow the example of the US, which took a similar route after hosting the 1994 World Cup. He says the selection of trustees will be a matter for discussion by Safa and Fifa.
"The idea is that both parties will jointly appoint people to serve on the board.
"The money has not arrived and will not arrive until Safa agrees on the proposal of how the funds will be disbursed after the trust and the trustees have been registered.
There is discussion in Safa to agree on the accounts and when the money will be transferred."
Returning to the issue of municipalities maximising the commercial opportunities presented by the World Cup stadiums, Jordaan said: "The opportunities are endless. South African football does not have a museum.
"Why can't we have one at Soccer City, where we can detail the history of our game and visitors can relive the memories of Africa's first World Cup."
He said the commercialisation of stadiums to ensure their sustainability was an international trend.
"About 4000 people a day visit Santiago Bernabeu, the home of Real Madrid.
"It has a massive museum featuring all the trophies Madrid has won and a restaurant - among other things.
"We cannot settle for a once-off Chiefs versus Pirates derby to fill these venues.
"There is a lot of space inside the stadiums to do amazing things. The initiative must come from the cities," he said.
Jordaan emphatically denied that any of the World Cup stadiums were under threat of demolition.
"I have spoken to some of the cities to say we should come together to discuss stadium use post World Cup," said Jordaan, who is on the campaign trail in his push for a position on the Caf and Fifa executive committees.
He travelled to Tanzania this week in a bid to woo the members of the Council of East and Central Africa Football Associations (Cecafa).
"I have been meeting people one by one. I have already been to West Africa."
"It is clear to me that the candidate must come from the south. When (Ismail) Bhamjee was removed, his position was not filled."
Africa has four members on the Fifa executive.
"It is not constitutional policy but more a gentleman's agreement, an understanding that you will have one representative for north, west, south and east Africa.
"But in football politics, what is logical and right does not always prevail.
"We are asking for fairness and balance. It is a matter of principle, a matter of what is right, fair and just."
Jordaan also disclosed that Fifa president Sepp Blatter would attend the Local Organising Committee's final board meeting on December 13.





Join the discussion & Debate
World Cup stadiums are cash cows
For Commenters Consideration | Please stick to the subject matter