World Cup's cash cow

Cape Town - Sales of corporate hospitality packages for the 2010 World Cup soccer tournament are surpassing all expectations - especially those costing companies up to $1.5m.

To date more packages have been sold than those purchased in the corresponding period leading up to the 2006 tournament in Germany.

About 90% of the sales so far have been to South African companies and groups, but foreign sales are increasing as more countries qualify for the tournament, reports Match Hospitality, the company handling the sales on Fifa's behalf.

Prices vary from $1.5m for a so-called "Big Five" package to $950 for the cheapest package for attending a specific team's match.

A Big Five package gives the buyer access to a private box with between 15 and 32 seats, and includes hospitality at the 36 matches being played at the five biggest 2010 stadiums.

The cheapest team-specific package offers access to the first, second or third match played by the team selected. The buyer also has access to entertainment facilities before and after the match.

According to Peter Csanadi, Match's head of marketing, most of the sales to date have been in the Big Five group, for which there are 850 packages available.

Sales of packages in countries like Brazil and England increased appreciably after their teams qualified for the tournament.

Csanadi points out that the global economic downturn has had a marked effect on sales of the hospitality packages. "The same groups and concerns that previously bought packages are doing so again, but they are taking longer to come to a decision."

Source: www.fin24.co.za

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