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

TWO weeks ago, Bafana Bafana made history.

- DR NIK EBERL

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 wasnt sustained.