Wine & The World Championship of Football in South-Africa

We go back to 2010. We arrive in the most beautiful country of Africa; South-Africa. One of the world’s most important tournaments is going to take place here; The World Championship of Football. For a lot of companies in South-Africa, this event is an extremely good opportunity to attract new customers because the whole world is watching to this nation. We will look to the improvement, caused by The World Championship, of the most exported product of South-Africa, namely wine.

South-Africa has a long tradition of making wine. When it was a colony of The Netherlands, a Dutchmen imported wine ranks into South-Africa. Since then, wine is a very important product. Due to the 'apartheid', the export of wine decreased a lot. When this conflict was abolished, the export revived.
Now, when South-Africa was chosen to organize The World Championship of Football, one of the biggest wine domains, named Nederburg, agreed with the world football organisation FIFA to bring 3 wines on the market with the logo of the Championship and of the FIFA. The reason why is that these wines had to be consumed at every official event during the Championship.
This was without a doubt a very big investment. Nobody knows how much Nederburg paid for these rights but when we compare it with the Championship of 2006 in Germany, a German Company paid 700 000 euros. 

When we make the balance after the Championship, it was totally worth every penny. The wines were exported to every country in the world. In Belgium we could buy these wines in Carrefour. Because the price was low (between €4.99 and €5.99), they could attract a very big part of the consumers. Despite the low price, and the fact that the wines were made in mass production, tasters praised the wine.

Sources:

* http://www.wijnkanaal.be/?p=wijnarchief_detail&id=479
* http://www.adformatie.nl/nieuws/bericht/wines-of-south-africa-campagne-op-by-the-grape
* http://www.gozuidafrika.com/