The greatest sporting event on earth, the FIFA Football World Cup 2010, is about to get under way, hosted by South Africa. It is the first meeting on the continent of Africa of the world’s football nations – 32 teams playing for fame, glory and the chance to win the World Cup at nine different venues from 11 June to 11 July 2010. The FIFA World Cup represents an enormous challenge for the South African Government, the event organisers and the private sector. But more than anything it represents a great opportunity for the country and the continent of Africa as a whole. For the tournament offers an ideal platform on which to promote development policy messages.

What are the professions and personalities, the unusual ideas and approaches that shape business, culture and society in Africa and Europe? Where are the points of contact? How do European and African business partners develop links? What forms of partnership promise the greatest opportunities? World Cup or no World Cup, these are all issues of crucial importance to Africa. But they are also questions that find their target more effectively when raised in the context of a unique sporting event, because they are buoyed along on a tide of understanding and enthusiasm that helps broaden the visitor’s perspective. This is the basic idea behind a cooperation venture between South Africa and Germany against the background of this year’s Football World Cup. AgenZ has based its conceptual advice and management on the recognition that Africa’s time has come and that the spotlight of a major communications event is the ideal platform on which to showcase the legacy of the World Cup – a strong and sustainable partnership for business, culture and sport. ‘Ke Nako Africa’ offers a taste of what is to come.