We need to export both the Vuvuzela and the flair

By Kamotho Waiganjo

When we look at the 2010 World Cup, three aspects will be etched in memory. The first is the shocking upsets, two World champions and 2006 finalists France and Italy failing to advance to round two.

The second is the sound of the Vuvuzela. This bee sounding bombastic cheer is the new export of Africa to the world.

In the US, baseball’s Florida Marlins have ordered 15,000 Vuvuzelas to add spice to their game this weekend. Yet two weeks ago, few had ever heard of this noisy horn, let alone wanted to own one. It is unfortunate that Kenya is internationally known for its long distance runners but has never thought of marketing a brand item that would identify the country with our runners.

Over to you, Brand Kenya.

A study of different World Cup tournaments shows that different host countries have celebrated differing aspects of their character, which are sellable as a brand thus enhancing their profile. When the US hosted the event in 1994, the country, then barely recognising soccer as they call it, exhibited its best in infrastructure and technology.

This was not surprising considering the state of technological and infrastructural development in the US. One cannot remember the American tournament for vigour or colour.

When the games went to Asia, the splash of colour and art was electrifying. Who can forget the opening ceremony in Seoul with its colour, sobriety, and finesse? In Germany in 2006 the atmosphere was celebratory but solemn. The precision of the German Machine was evident. You could almost see the parallel of the games with German industry.

In South Africa, the brand has been the music, the energy, and of course the Vuvuzela.

Interestingly, this is the character of Africa. With all the challenges that this continent bears, it is packed with energy and zest.

It is the land of music. Like the Vuvuzela, we are joyfully loud even in the worst of circumstances, That is a spirit we must be proud of and that we can export to cold Europe and proper Asia.

Unfortunately, the games will also be remembered for the shame of having only one African team advance to round two. The pain of the loss by Drogba and Etoo’s teams will linger. This must call for severe introspection by the continent’s sports leadership. Football is one of the most popular sports in Africa, as has been evident in the thousands that the English Premier League pulls to entertainment joints every weekend.

There are numerous African players in all foreign leagues, to the extent that football rules are being amended to reduce foreign players.

What then explains the dismal performance of the continent in the World Cup? I am convinced that until the nations of Africa invest seriously in the development of football especially amongst the youth, and ensure that sports is a viable income earner, Pele’s prophecy of an African winner of the World Cup will remain a dream, to the embarrassment of this football loving continent. In the meantime, Go Ghana Go!

The writer is an advocate of the High Court