That approach is demonstrated by the fact that three companies are expected to face the wrath of Fifa in the new year over various 2010 trademark and copyright issues.

The governing body has targeted the Eastwood Tavern, a sports bar in Pretoria, Executive African Trading, which produces key rings and ornaments and World Cup Homes, which is offering accommodation for the tournament.

According to the Project 2010 website, the cases mark the first time that civil litigation, based on unlawful competition, has been brought against parties accused of transgressing the criminal provisions of the Merchandise Marks Act.

Enabling the informal sector

Project 2010 also reported that Global Brands, the master licensee for Fifa merchandise, is now working on a deal that could help local street traders cash in on the world cup.

The company said the plan would enable the informal sector to retail exclusive world cup goods in the build-up to 2010. It is reportedly developing a programme where hawkers could buy the licensed products and sell them around the country.

Clothing represents the biggest percentage of the licensed merchandise, while soccer balls, toys, publishing and headgear make up the balance.

Local organising committee CEO Danny Jordaan is reported as
having long supported a world cup tournament that aids the economically disadvantaged in South Africa and other countries around the continent. Jordaan said that 2010 organisers are operating with a World Cup budget of R3.2bn and the intention is to create jobs and encourage the formation of more
small, medium and micro enterprises.

Thousands of new jobs

And, according to a skills audit by the Department of Environmental Affairs and Tourism, the World Cup has opened up about 80 000 job opportunities in the local tourism and hospitality sector.

The audit indicated that over the next three years, the industry will require about 24 100 cooks and chefs, 23 500 waiters and waitresses, 15 000 cleaners, 7 800 cashiers and 8 000 managerial staff. The tourism industry is to make up about 12% of the country's GDP by the time the competition comes around.

Construction of bed and breakfast facilities has already begun in some deep rural parts of Limpopo in preparation for expected visitors during the cup. A R15m rand  EU-funded project has started in the areas of Muhlava, Sekgopo and Thabina villages outside Tzaneen in the Mopani district municipality. The
site where these accommodation establishments are being constructed is about a 30 minutes drive from Polokwane - which will host some of the matches.

Art gets boost

The website also reports that a young KwaZulu-Natal artist Sicelo Ziqubu is creating 2010-themed papier-maché decorated thrones which are being snapped up. Ziqubu, who is being noticed for his intricate themed chairs or thrones, has
sold a 2010 work to a major shoe retailer who is planning to display it in various outlets around the province in the run up to the world cup and is creating another 2010 art work for the eThekwini municipality.

Greg May, head of the Fresh Paint Gallery, said Ziqubu spent a good deal of time over the past two weeks working at the gallery on his latest creations. Currently the gallery has four of his themed chairs - two 2010 chairs, his Noah's Ark chair and a BEE chair.

Other artists are also working on 2010 themed projects. They include Tomas Majebe from Cameroon who is making a 'small fortune' selling his oil on canvas 2010 stadium paintings at flea markets. In Garankuwa, Peter Malherbe has spent thousands of hours building model 2010 stadiums out of matches.

In Cape Town, Michael Souter heads a team of workers from an informal settlement who make 2010-themed makarabas (safety helmets) out of plastic mining hats. And Katlehong resident Doris Shikwambane is already stockpiling hand-made world cup bead bracelets and necklaces.

- I-Net Bridge