The First National Bank is the first South African corporation to become an official National Supporter of the 2010 FIFA World Cup. The First National Bank has entered in this sponsorship for FIFA world cup 2010 for US$30 million
The First National Bank has a very rich history in the banking sector of South Africa. It is one of the four largest banks in South Africa. It is the oldest bank of South Africa which is believed to come into existence in the year 1838 when wool export was at its boom in the region. It was then acquired by Oriental Bank Corporation in 1874. but it was released in 1879 and became the Bank of Africa. It was bought by the National Bank in 1912 during the period of recession. It was then merged with Anglo-Egyptian Bank and Colonial Bank in 1925 to form Barclays Bank. But Barclays Bank had to sold its share and finally have to give it up quickly after being accused of supporting apartheid government in South Africa. So in 1987 it became First National Bank of Southern Africa Limited, a completely South African owned entity.
This is the first time that the FIFA world cup is being hosted in the South African country and First national Bank is the first bank to get the sponsorship of this event. The bank would have to provide full service banking, including commercial and corporate transactional banking, foreign exchange transactions. It would also have to provide on and off-site ATMs at various locations serving FIFA competitions in South Africa.
The FIFA competitions that are being held in South Africa are of two types, these are 2010 FIFA World Cup and the 2009 FIFA Confederations Cup. For both events, the bank gets the rights of advertising, promotional and marketing in the financial products category within South Africa.
First National Bank has worked a lot in promoting and supporting football in South Africa for many years and this is the reason that it has won the sponsorship. The bank has invested immensely. It funded the construction of the First National Bank Stadium, the country’s main football venue, when the country was going through a major political turmoil in 1986.
The First National Bank sponsored more than R50 million for the BoB Super Bowl knockout tournament between 1988 and 2001. it also invested over R10 million in the three years to support the South Africa Student Soccer Union to nurture the soccer talent in the country and to make them world class professionals.
The First National Bank also signed up U17 team for R35 million from 2004-2010
Sponsorship in excess of R50 million between 1988 and 2001 for the BoB Save Super Bowl knockout tournament, the South African equivalent of the FA CUP. Although it lost the bid in 2006, the First National Bank still sponsored the 2010 Bid Committee for R18 million. For the development of football the First National Bank signed up football icon Lucas Radebe as their commercial partner.
The First National Bank has also introduces a 2010 legacy program which is aimed at constructing artificial soccer fields in needy communities. These communities are located in some non-host cities in the provinces of KwaZulu-Natal, Eastern Cape and Northern Cape. This program is title as Artificial Pitches.
The First National Bank is offering different prizes and rewards exclusively for 2010 FIFA World Cup.
Organizing this event is very difficult and requires a lot of hard work. They are not only upgrading the stadiums and other infrastructures, but they also have to make sure that there is complete coordination of the match schedule, transport, security, protocol, and ticketing.
