The stadiums have been built and the match schedules finalised, but it seems that not many South Africans will be filling seats at this year’s World Cup.
The stadiums have been built and the match schedules finalised, but it seems that not many South Africans will be filling seats at this year’s World Cup.
Fifa’s mind-boggling ticket-sales system, coupled with price-hikes for anything to do with attending a game, make it nearly impossible for locals to be able to afford access to the world’s biggest event, despite it being hosted in their country.
A few weeks ago, people who had applied for tickets during the third phase of sales were told whether their applications were successful or not, leaving many bewildered as to how the allocation system works.
While thousands have confirmed that they have received tickets, many have complained that they are not sure on what basis their applications have been rejected, especially since Fifa reported that sales have been lower than expected only 2.1 million of a total of 2.9 million tickets have been sold.
“We applied for two tickets on the Internet and waited for an email which never came,” said Gareth Nicholson, a student.
“When we finally checked on the website, it said the application had been declined. We really don’t know why.”
The complex system has also deterred would-be fans from even attempting to apply, with many South Africans in outlying areas not having access to the Internet and banking facilities necessary for initiating the tedious booking process.
At this point it seems that the only people guaranteed to watch World Cup matches live are those granted access by Fifa, their partners and sponsors. It was estimated at the last world cup that employees of the sponsor companies Coca-Cola, Budweiser and McDonalds held between one in six tickets, with each of the 15 sponsors in Germany allocated 25 000 tickets at least.
In addition to this, one in nine tickets were reserved for “corporate-hospitality” deals, where VIPs could purchase packages that included a good seat, five-star accommodation and exclusive access to the World Cup hospitality villages. Four years ago, a package like this could cost up to £1 700 per game.
Ticket allocation statistics haven’t yet been released by Fifa but the trend seems set to continue in South Africa with general secretary Jerome Valcke admitting last week that hospitality packages at this year’s World Cup have not sold because they are simply too expensive for locals to purchase.
Along with this, big companies have shown their purchasing power by flashing their tickets to the public and organising hand-out publicity schemes.
Coca-Cola, for example, is offering 20 000 tickets to learners from schools across the country who contribute to a national recycling drive.
Although the tickets come from the Ticket Fund an initiative set up by Fifa to “reward” South Africans involved with the World Cup and in worthy causes the awarding of these tickets is still based on boosting Coca-Cola’s image.
Valcke also admitted that opportunistic pricing by airlines and travel agencies is to blame for ticket sales being so disappointing.
“It is clear,” he said, “that people have decided that because it is the World Cup they ask the highest amount possible to maximise income.” As a result, Fifa have agreed to lower the price of category two and three tickets for residents so that stadiums won’t be left half empty.
Between the allocation process, the cost of accommodation and travelling to games, and the intention of corporates to get as much out of the event as possible, the question still looms as to whether this World Cup
truly belongs to South Africa.
It would seem that the enthusiasm and optimism shown by South Africans in being involved in the World
Cup counts for little, if anything at all.
