FIFA has made changes to the commercial structure for the largest upcoming event in South African history and as a result, the demand for sponsorship opportunities at the 2010 FIFA World Cup to be held in South Africa, is likely to exceed supply, says Neill Duffy, Group MD of Octagon South Africa.

International brands will be battling it out against local brands for a slice of a smaller sponsorship pie, meaning limited sponsorship packages will be available. "The good news is - less brand clutter and dilution, however the bad news is - this more exclusive approach comes at a cost," says Duffy.

Yesterday (7th Dec) Octagon South Africa held its first football conference for its big brand clients and stakeholders in Johannesburg. Both international and local speakers such as the South African FA and 2010 FIFA World Cup Bid CEO Danny Jordaan, shared their valuable insights on all aspects of football and new trends in sponsorship.

Other speakers included Phil Lines, who has 25 years experience at the BBC and is currently Head of Media Operations for the FA Premier League, and the architect of the new model being used by the league to package its broadcast rights.

Simon Wardle from Octagon USA shared thoughts on new research done in the US, UK AND China on consumer passions. Other topics on the agenda included the impact the 2010 FIFA World Cup will have on South Africa, news media in football and how the latest technology will affect sponsor exposure.

The 2010 FIFA World Cup commercial plan was announced at SoccerEx in Dubai on the November 30, 2004 and the tender process will be starting on December 20, 2004.

Octagon (part of the part of The Interpublic Group) is one of the world?s leading sports and entertainment event marketing companies with global expertise in consulting, athletes & personalities, event management, property representation, marketing solutions, licensing and merchandising, talent procurement and television rights and production.

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