Reigniting the spirit of 2010: How Bafana Bafana’s qualification can unite a nation again

Two weeks ago, Bafana Bafana made history. After a decisive 3-0 victory over Rwanda in Mbombela, South Africa qualified for the 2026 FIFA World Cup — our first qualification through a full campaign since 2002, and our first appearance since we hosted the tournament in 2010.

This is more than a sporting triumph. It’s a national moment — a chance to rekindle the spirit of 2010, when South Africa captured the world’s imagination as the most hospitable host in FIFA history. It’s a call to rebuild our sense of pride, unity, and possibility — and to use this qualification as a catalyst for national renewal.

Remembering 2010 — and what it taught us

When South Africa hosted the 2010 FIFA World Cup, we didn’t just stage a tournament — we staged a transformation. The world saw a confident, colourful, capable South Africa. Our cities came alive, our people smiled in one language, and we collectively said: “We can.”

I had the privilege of heading the 2010 Brand Ambassador Program, a national initiative that trained over 500 000 hospitality staff to welcome the world to our shores. The goal was simple but profound: to turn every visitor into a brand ambassador for South Africa. From hotel lobbies to township guesthouses, from airport lounges to stadium gates, our people delivered an unforgettable welcome.

That campaign achieved the highest visitor satisfaction score in FIFA World Cup history — and more importantly, it reminded us what’s possible when a nation unites around a shared purpose.

But let’s be honest: much of that energy faded too quickly. The infrastructure remained, but the momentum dissolved. The campaign ended, but the spirit wasn’t sustained.

Now, with Bafana Bafana’s qualification, we are being handed a second chance — not to recreate the spectacle, but to reignite the spirit that made 2010 so powerful.

The elements of 2010 we must bring back

1 A united national purpose

In 2010, government, business, civil society, and sport moved in sync. For a few glorious months, South Africa was one team. That unity of purpose — beyond politics, beyond sectors — is what we need now. Imagine a national mobilisation where every business, municipality, and school joins the #WeAre26 campaign, celebrating not just football, but what we stand for as a nation.

2 Experiential storytelling

The Vuvuzelas, the Makarapa Helmets, the Football Fridays, the Diski Dance, the Fan Parks, the 2010 Anthem — these weren’t props, they were identity statements. In 2026, we must once again make every South African feel like a participant. Digital fan-zones, township tournaments, youth watch-parties — these can help us bring the world to our doorsteps again, even if the matches are thousands of kilometres away.

3 The brand narrative of possibility

Hosting 2010 said, “We can host the world.” Qualifying for 2026 says, “We can compete with the world.” The story of Bafana Bafana’s comeback is the story of South Africa’s resilience. It’s about belief over circumstance — a narrative we can build our national brand around.

4 Youth inclusion and opportunity

One of the lessons of 2010 was that social legacy cannot be an afterthought. This time let’s link the national campaign directly to youth skills, entrepreneurship, and job creation. Let’s create a new generation of Brand Ambassadors — training 500 000 more young South Africans in hospitality, content creation, event management, and leadership.

5 Legacy and measurement

Every campaign should leave measurable footprints. In 2026, we must track not only match results, but metrics that matter: jobs created, suppliers empowered, communities uplifted, brand equity gained. A story without data is just a slogan — and South Africa’s story deserves better than that.

How to convert qualification into brand leadership

1 Launch a unifying campaign: “We Are 26”

Let this become our rallying cry — one that transcends sport. “We Are 26” can stand for 2026, but also for unity, pride, and forward motion. Let every province light up in yellow and green. Let schools, corporates, and communities celebrate what binds us together.

2 Build a corporate-community ecosystem

Invite sponsors and businesses not just to advertise, but to activate. Every sponsorship must create visible, lasting impact — youth hubs, township tournaments, small business incubators, tourism campaigns. Sponsorship ROI must mean Return on Inspiration.

3 Empower the youth through a “Young Hosts” programme

Recreate the magic of the 2010 Brand Ambassador Program. Equip young South Africans with hospitality, leadership, and communication skills — the very traits that turned 2010 into a world-class success story.

4 Leverage digital storytelling

In 2010, our story was told through television and newspapers. In 2026, it will be told through reels, podcasts, live streams, and fan-generated content. Let’s empower our youth to become the narrators of the new South Africa.

5 Build a lasting brand legacy

After 2026, let’s not pack away the banners. Let’s channel the energy into tourism, innovation, and investment — showing the world that South Africa is not just a nation of great players, but of great possibilities.

A call to belief

The 2026 FIFA World Cup will be hosted across the United States, Canada, and Mexico — a global stage of unprecedented scale. Bafana Bafana’s return after 16 years is not only a sporting achievement; it’s a brand opportunity for South Africa to reposition itself as the comeback story the world needs to see.

We have done it before. We know what it takes. We’ve seen how sport can unite, how hospitality can humanise, how brand leadership can inspire.

If we reignite the 2010 spirit — the unity, the belief, the authentic welcome — and anchor it in youth, opportunity, and purpose, we can once again turn visitors, viewers, and investors into believers in South Africa.

Because belief is contagious. And when a nation believes in itself, the world follows.

Dr Nik Eberl is the founder and executive chair: The Future of Jobs Summit™ (Official T20 Side Event). He is author: Nation of Champions: How South Africa won the World Cup of Destination Branding

*** The views expressed here do not necessarily represent those of Independent Media or IOL.

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