What Value Global Event. Ask Spain…

As the world moves on and experts look back on what value the World Cup brought to the African continent, perhaps they should look no further than the now reigning champion, Spain. Steadily over the last few years, the Spanish athletic programs across the board have transformed the Iberian Peninsula into a world power, whether that be in sports like golf and tennis or soccer and basketball.? Wh.? Probably a number of factors but two of the most important are facilities and exposure, both of which are the fruits of Spain's ability to host and then effectively leverage the World Cup and the Olympics. Those two events ten years apart, World Cup in ’82 and Olympics in ’92, provided a platform to the world and to young athlete. on the benefits not just of top level competition, but also of they ways sport can be a social unifier.

While it is true that maybe Greece has yet to reap such benefits, the Spanish example is what South Africa can aspire to both athletically and socially, and most assuredly is the goal of China recently and for both Brazil and Russia in the coming years. Sometimes the lavish spending is questioned and then abandoned as foolhardy. However in these challenging times figuring out ways to effectively leverage the spending after the halo wears off is critical, and from Rafael Nadal to Pau Gasol to now soccer and a growing golf program (not to mention a baseball program which is also growing and held its own at least year's World Cup in Italy) Spain can be the leader in showing how to get things done and achieve success while growing national pride. With national pride and success will also come brand dollars, both domestically and for brands who spend in athletics elsewhere and will see the value in connecting with Spanish athletes. Also that growth can have a trickle down effect to the Spanish-speaking populous around the world, especially in North America. While there are cultural differences never to be taken lightly amongst Spanish-language countries, the ability to understand and converse in the largest growing market on the continent is infinitely valuable and is very attractive to brands looking to cut through the clutter.

Does this mean that suddenly the African continent will become a world powe.? No. What it means is that there is value in hosting such lavish events that can spill over into other key areas for the long term, and that long term can result in the “pebble in a pond” effect that can help not just forge national pride, but jobs and industries as well. It is why athletics are so aspirational and capture the imagination. In Spain's case, that imagination has now become a successful reality.