When the FIFA World Cup™ was awarded to South Africa, one of the key tasks for FIFA and the LOC was to make the tournament accessible to as many people within the host nation as possible.
At the core of this drive was the Ticket Fund, a unique initiative in the 80-year history of the FIFA World Cup™ aimed at making attendance of a 2010 FIFA World Cup™ match a real possibility for those who would not otherwise have the means to purchase tickets.
In total, 120,000 tickets to FIFA World Cup™ matches were awarded through the initiative, with FIFA Partners adidas, Coca-Cola, Hyundai, Kia, Sony and Visa taking a leading role in distributing them.
Hundreds of thousands of kids and adults across South Africa benefitted from participating in one of the sustainable Ticket Fund programmes implemented by the FIFA Partners. Of the total 120,000 complimentary Category 4 tickets, 66,000 were allocated as a reward to South Africans in recognition of their contributions to these social and community programmes. The projects were focused on three key areas – education, health and the environment.
adidas teamed up with South Africa’s Department of Education to support the “My 2010 School Adventure” campaign, which used the huge interest in the 2010 FIFA World Cup to create an exciting programme, combining sport and education.
Coca-Cola chose to focus on the environment, rolling out a nationwide recycling programme in 200 South African schools, with FIFA World Cup tickets awarded to schoolchildren taking part in a can and bottle collecting competition.
Education was at the forefront of the campaigns overseen by Hyundai, who worked together with Lapdesk, a company which provides portable lap tables for children whose schools do not possess conventional desks. As well as promoting education in general, Hyundai also decorated the lapdesks with colourful designs aimed at promoting road safety.
Kia’s focus was on health, with disadvantaged children from around South Africa given the opportunity to participate in street soccer leagues as well as an accompanying health education programme, implemented by Kia’s chosen partner Sporting Chance. Through this programme South African kids learned about the importance of nutrition, hygiene and being active.
Sony decided to focus on pressing health and social issues, after pairing up with South African non-profit organisation Grassroot Soccer to support programmes that combine the fun of football with important lessons about HIV and Aids.
Adult education took centre stage for Visa, who used their Ticket Fund allocation to provide incentives for South Africans taking part in a financial literacy roadshow which used the theme of football to impart serious messages about financial management skills.
One special group of people who also benefitted from the 2010 FIFA World Cup™ Ticket Fund was the stadium construction workers, who received two tickets each to a match at the stadium they helped to build. A total of 27,000 workers received tickets, with a total of 54,000 tickets distributed.
A symbolic handover ceremony took place on Monday, 3 May at Soccer City stadium, where FIFA Secretary General Jérôme Valcke and CEO of the LOC, Danny Jordaan, met hundreds of construction workers, paying tribute to their magnificent efforts.
For more detailed information and images concerning the Ticket Fund initiative please click on the link to Ticket Fund booklet to the right.