"This World Cup has helped change the image of South Africa, achieved an image makeover of the country, almost a rebranding of the country. And also a demonstration of the capacity of the country," said [Danny Jordaan, chief executive of the 2010 organising committee].
The infrastructure investment required to deliver Africa's first World Cup was the subject of intense argument, but organisers consistently claimed that changing perceptions of potential investors and tourists would be a key benefit.
Now for the Olympics, says man who brought World Cup to South Africa
July 11, 2010