Ever since the announcement of South Africa being the host for the 2010 FIFA World Cup, critics have argued that the world cup will lead to “limited benefits that will probably not extend far beyond the final whistle”. However, what the 2010 critics omit to acknowledge are the significant benefits South Africa may reap by leveraging the nation branding dimensions of the FIFA World Cup.

South African Pavilion Director for Shanghai Expo 2010, Schoemen du Plesiss, depicted the design for South Africa's pavilion in Shanghai Expo 2010 as magnificent with numerously glamorous African culture, red wine, dancing and advanced technological products by corporations from South Africa.

From the May 12, 2006 Dallas Business Journal: