From the moment FIFA President Sepp Blatter announced that the 2010 World Cup would be hosted by South Africa, it was evident that this would be an event like no other, writes Craig Urquhart.

"It will be a World Cup of drums and music, it will be a magical competition," he said.

Local Organising Committee CEO Danny Jordaan promised an event that would be "African and world class".

With just over a year remaining before the world's biggest parties arrives on these shores, one thing is already clear — South Africa and the rest of the continent has already embraced this once-in-a-life time event.

So many governments, organisations and individuals have already thrown their weight behind 2010 and launched their own products or initiatives.

Here are a few: Broadband Internet provider iBurst, has launched its MyAnthem campaign in a bid to ensure that every South African knows the words of the national anthem ahead of the World Cup. Students for Humanity, a Khayelitsha NGO has launched 2010 Vocab — a programme to teach Xhosa in the build-up to the tournament. South Africa's own diski dance — now being advertised around the world — aims to get millions of people dancing to an African rhythm next June and July.

Mercia Strieman might not know too much about soccer, but she has written "On the Ball — Getting to Know You Before 2010". Her book covers every aspect of the World Cup from the history of the sport to information about all the countries represented as well as information about the cities they will be competing in.

Brazilian adventurer Jose Castro is pedaling a tiny go-cart from Paris to South Africa for the World Cup. And South African explorer Kingsley Holgate’s current expedition across southern Africa is promoting the 2010 World Cup to children in nine countries.

Let’s not forget the vuvuzelas, makarapas and the extraordinary artwork that is being created throughout the continent ahead of the World Cup. Certainly, these (and many other) 2010-related initiatives are playing a key role in rebranding the continent.

  • Email Craig at sport@metropolis.co.za with a comment or simply post a message below!
  • 'Inside 2010' will appear weekly on iafrica.com, so log on next week for more inside info ahead of SA's biggest tournament to date.
  • Urquhart is a former FIFA World Cup Media Officer and the current editor of Project2010
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