World Cup can boost African renaissance

South Africans may be basking in the joy of hosting the 2010 World Cup, but we should not forget that this is a time for the whole continent to rejoice. The event provides all of Africa with the chance to open the eyes of the world to our rich potential -- that which will perhaps be the most important legacy of what has been described as "Africa's World Cup".

Indeed, it is hoped that the money generated, exposure given and awareness created from the tournament will provide a major boost to the beautiful game from Cape Town to Cairo.

We have seen some of the benefits at the recent African Union heads of state summit in Addis Ababa, Ethiopia, when the Confederation of African Football (CAF), celebrating its 50th year, launched 2007 as the International Year of African Football -- a move backed by Fifa president Sepp Blatter, who was in attendance.

The idea is that national associations from around the continent get involved in football-related events in the build-up to 2010, and in doing so raise their profile in their own confederation, as well as in Fifa.

The term that is bandied about most often is "providing a legacy" to the African people. This is perhaps the first World Cup where the football on the field is almost secondary to the tangible change that hosting this tournament could have on the lives of people across the continent.

And while success on the field of play is important, we must hope too for success off it to provide that much-vaunted "legacy". The aim is to highlight social, health and community issues, to reinforce peace and nation building in the region, to add extra support for national leagues, to improve the training of African football executives and to promote the development of sports medicine in Africa.

Fifa also backed the commitment to making this a truly African event by offering a record six places at the tournament to teams from the continent. South Africa qualified automatically as hosts, with five further places up for grabs in a qualifying format that will mirror the one for the 2006 World Cup in Germany.

Aside from newfound expertise in sports administration, the tournament will also provide a massive financial boost for the maintenance and improvement of Fifa's "Goal" programme, which aims to assist financially underprivileged associations, providing headquarters, natural and artificial turf pitches, training and education centres, and other facilities essential to a basic infrastructure.

All of those assets are badly needed in just about every one of Africa's 53 national associations.

But perhaps the biggest benefit to the continent will be found in opening the eyes of a sceptical world to the ingenuity, enthusiasm and potential of the African people. Still, in this day and age, there is very little understanding around the globe of what makes our continent tick.

We need to advertise our potential, and only then will the plight of the average African improve. The 2010 World Cup, a tournament that will be watched by an estimated total viewership of six billion people in more than 200 countries, is the perfect vehicle to promote the continent. It should be treated like a giant four-week marketing campaign.

Perhaps Blatter said it best when he commented: "The World Cup to South Africa sends a message to the world that the football family trusts Africa. We are optimistic that football can make things smooth and Africa can be looked upon with respect rather than being patronised."

What a difference a little bit of respect would make to all of our lives.

From Nick Said. Nick is editor-special projects for Kick Off magazine