By FOCUS REPORTER
STADIUM Management South Africa (SMSA) says public fears that the Soccer City Complex and the main FNB Stadium is a “white elephant” are unfounded as it’s working tirelessly to make sure that the stadium is able to generate a substantial amount of money in order to sustain itself.
“We will ensure that the Soccer City Complex, FNB Stadium remains a symbol of on-going national pride, emanating from its grand debut at the 2010 FIFA World Cup, we will leverage the highest economic potential off this multi – purpose adaptable venue that is capable of hosting events from soccer and rugby matches to festivals, music concerts as well as conferences and exhibitions,” says Jacques Grobbelaar, Chief Executive of Stadium Management South Africa.
“Opportunities to maximize the venue’s revenue potential are constantly realised. While our obligation is to attract leading brands and clients who reflect the best synergy with the Soccer City Complex, FNB Stadium (known during the 2010 Soccer World Cup as Soccer City), Orlando – , Rand – and Dobsonville Stadiums. Our on-going commitment is to stimulate enterprise opportunities for the various sport, events- and related industries,” adds Grobbelaar.
According to Stadium Management South Africa, who manage the Soccer City Precinct including the FNB Stadium – at no cost to the taxpayer – the venue has become a popular choice for events, functions and tours.
To-date, more than 40 000 tourists have toured the stadium. The tours, which are also offered as part of an events package, are given by trained guides who provide historical and interesting background to the venue.
The establishment of a soccer and rugby museum, which are currently in an advanced planning stage, is planned for the expansion of the development node within the Soccer City Precinct. The City of Johannesburg and The Department of Arts & Culture is facilitating the planning process and leading discussions with the South African Football Association.
SMSA has also finalized a lease agreement with the “Hall of Fame” established at the stadium. The “Hall of Fame”, as conceptualised by Naas Botha, will house more than 100 sporting codes and will give recognition to sport stars, artists and South Africa’s musicians.
The Soccer City Complex, FNB Stadium is fast becoming a sought after destination, attracting both local and international film crews keen to use the stadium as a backdrop for advertising campaigns, documentaries, sporting programmes and the like.
The stadium’s ample space, abundant parking and undercover facilities help transform it into the ideal exhibition space. The Soccer City Precinct and the FNB Stadium are also available for teambuilding activities, i.e. helicopter flips, fire-walking, sporting activities, treasure hunts, etc.
Corporate Hospitality Suites are on sale and many advertising and sponsorship opportunities are available.
In conclusion, SMSA is very positive about the future of the Soccer City Complex, FNB Stadium and plans to develop many new innovative concepts designed to welcome people to the stadium so that the ‘calabash’ can be enjoyed by all, long after the World Cup