Despite war, natural disasters, economic upheaval and the Gulf oil spill; FIFA World Cup 2010 unites the world.  Arriving every 4 years since 1930; some say it succeeds where United Nations fails.  World Cup unifies diverse countries; rich and poor of all ages.  In America, we have NBA, Super Bowl and World Series which is more popular than World Cup.  When first asked to name my favorite football team; I naively replied Indianapolis Colts! That is because we have our own form of football in America, calling football soccer.  Most Americans told me they do not pay attention to the World Cup, except to cheer for America! However in the rest of the world; it is more than a sport.  It is a social, economic, political and transformational phenomenon.  World Cup ignites passion, enthusiasm and national pride.  It is a global bonding experience; where boundaries don't exist.  

How can one sport achieve so much?  Originating thousands of years ago; China, Greece, Persia and others used this for training warriors.  British soldiers kicked severed heads of enemies, from city to city!  South America perfected the game.  Football has become a worldwide obsession, a multi-billion dollar enterprise.  It excites like no other because anything can happen!  Spain, Brazil and Argentina are favored; but there are no guarantees.  Heart, skill, endurance and determination rule.  There are legends; such as Pele, Maradona and Beckham.  There are new contenders; Messi, Ronaldo, Drogba and more.  All have stories, all have skills.  Maradona, “Hand of God” even has “The Church of Maradona” named after him!

For the first time, South Africa hosts the World Cup; under Nelson Mandela's influence. Mascot Zakumi, match ball Jabulani and elephant-sounding instrument vuvuzela are everywhere.  FIFA President Blatter makes inroads despite controversy.  World Cup raises hope and inspires.  World Cup increasingly uses modern technology to satisfy global demands. Digital TV, delayed broadcasts and twitter all update the latest results.  Nike Write the Future ads and Coca-Cola public broadcasts maximize advertising opportunities.  Wall Street and global banks are predicting odds.  World Cup permeates every industry.