A Critical Evaluation of the Awarding of Football World Cup Hosting to Emerging Markets - Essay Example

 Table of Contents 1. Introduction 3 1.1 Research Problem and Background context 3 1.3 Research Aims and objectives 5 1.5 Research Structure 7 1.6 Conclusion 8 2. Literature Review 8 2.1 Introduction 8 2.2 Role of FIFA: foundation, goals and objectives, rules and regulations 9 2.3 World Cup Bidding Process 11 2.4 Factors influencing award of World Cup hosting 13 2.5 Impact of World Cup hosting on emerging markets 15 2.6 Conclusion 16 References 18 1. Introduction 1.1 Research Problem and Background context The focus of this research is, “Critically evaluate the awarding of the Football World Cup hosting to the emerging markets of the world.” The research problem has been formulated with respect to the emerging markets. This has presented huge scope of research and analysis in the paper. In order to address the research problem, the frequency in which the governing body of international football has awarded the hosting of the Football World Cup to the emerging markets have been reviewed. A background study on the mission, vision and goals of the international governing body namely International Federation of Football Association (FIFA) has been carried out (Bob, Swart and Turco, 2006, p.58). Considering the goals and objectives of the organization, the various factors that have influenced the aspect of voting in favour of the emerging markets have been determined in this research paper. The critical evaluation of FIFA’s decision in awarding the emerging markets with the hosting rights of the Football Cup has been done by determination of the extent to which the goals and objectives of the governing body has been fulfilled with this decision (Baade and Matheson, 2004, p.353). The research problem also established the fairness of the World Cup Bidding Process and the basis of FIFA Executive Committee’s decision in awarding the Football World Cup hosting to the developing countries. In order to analyze the research problem, the positive and the negative impacts on the emerging economies as a result of hosting the World Cup event has been determined. The background study on the research topic includes the research on the mission, vision and goals of FIFA in governing the events in the arena of international football. The background study reveals that FIFA has the vision of spreading the development of the game of football in all corners of the globe. In order to fulfil the vision, the governing body has embarked on the mission of awarding the Football World Cup events to the new and emerging markets in order to boost enthusiasm of the game of football and develop the prospects for growth of football in these markets and their neighbouring countries (Capazorio, 2006, p.73). FIFA has awarded the Football World Cup events to the emerging economies on a more frequent manner in the recent past and in the way ahead. The hosting of the 2002 World Cup in South Korea and Japan, 2010 World Cup in South Africa, 2014 World Cup in Brazil, 2018 World Cup in Russia and 2022 World Cup in Qatar are examples of the steps taken FIFA in awarding the Football World Cups to new and emerging markets where the Football World Cup has not been held before. This would help the international governing body FIFA to promote and develop the growth of football in all parts of the world. This would also create a healthy competition among the neighbouring countries and would result in enrichment of the football culture in the continents (Coates and Humphreys, 2000, p.745). The aspects of fair play, prevention of racism, spirit of the game could be spread with the help of these decisions of FIFA. Apart from this, the business goals of FIFA could also be achieved as the increasing economic potential of the emerging markets would offer higher returns to FIFA for organizing the World Cup in the emerging markets. The hosting of the World Cup Football event in the emerging economies brings huge socio-economic benefits to the emerging markets and the development of brand image of the country in international platform. The hosting of the football world cup in the emerging economies has led to the huge inflow of foreigners, teams, supporters and spectators. This has increased the demand in the emerging economies for which the business houses has undertaken more investments in these countries. This has created sources of income for the population and the income level has increased for the people. This has raised the standard of living of the society. Moreover due to the international football event, the football playing standards of the countries have developed due to the interaction of local players with foreign coaches and football enthusiasts from all over the world. I am interested in finding the extent to which FIFA has been able to fulfil its objective by awarding the hosting power of the Football world cup to the emerging economies. 1.3 Research Aims and objectives The aim of this research work is to determine the effectiveness of the decision taken by FIFA in awarding the Football World Cup hosting to the emerging markets. The research also aims to determine the efficiency of the emerging markets to fulfil the responsibilities of hosting the World Cup event bestowed by FIFA on them. Finally, the impacts of hosting the World Cup event for the emerging markets are to be determined with the help of this research work which would reinforce benefits obtained by the emerging communities due to organizing the Football Wold Cup. The aim of determining the effectiveness of the decision of FIFA in awarding the Football World Cup to the emerging markets could be accomplished by the estimation of the degree to which the spread and development of the game of football in the new markets across the globe has been addressed. The effectiveness of the decision is also determined by the extent to which the development of spirit of the game has been passed across the new and emerging communities of the world (Dohmen, Huffman and Sunde, 2006, p.28). The extent to which the emerging markets in the world has been able to successfully host the World Cup determines the efficiency to which the countries have fulfilled the responsibility of hosting the World Cup event awarded by FIFA. The final aim could be fulfilled by the analysis of the impacts of hosting the Football World Cup events in the emerging markets. This consolidates the role of FIFA in influencing the socio-economic growth of the emerging markets through the award of the Football World Cup events. The objectives of this research paper have been formulated as follows. In order to critically evaluate the awarding of the Football World Cup to the emerging markets, the process in which the hosts are decided and declared need to be reviewed through the examination of the World Cup Bid process (Feddersen and Maennig, 2009, p.186). The various factors that are taken into account by the international governing body for the game of football in awarding the rights to host the Football World Cup event need to be explored. The extent to which the objectives of the international governing body for football are fulfilled as result of the awarding the Football World Cup event to the emerging markets need to be determined. The awarding of the Football World Cup hosting to the emerging markets has certain positive as well as negative effects on these developing economies (Feddersen, Maennig and Borcherding, 2006, p.175). The impacts of the decision of the governing body to award the emerging countries with the hosting rights of the Football World Cup need to be determined. 1. The overall objectives of the research work are to critically analyze the role of the mega sports event like Football World Cup in establishing a brand image for the country. 2. The research also has the objective to summarize the potential positive and negative impact of the hosting of the Football World Cup in emerging markets (Funke, Kimer and Wagner, 2006, p.210). 3. The research objectives are important considerations for designing the structure of research in which the research would be conducted. The objectives of the research is to conduct a primary research methodology which includes data collections with the help of questionnaire and survey and helps in assessing the socio-economic economic of the sports mega event in the emerging economies. 4. The research objectives include producing important findings on the positive and negative impacts of the Football World Cup in the emerging economies which would be used to recommend changes in the World Cup bidding process for awarding Football World Cup to the emerging economies at regular periodic intervals in near future. 1.5 Research Structure The research work has been structured on the basis of the research problem designed for this work, the objectives of the research and the goals that are required to be fulfilled through this research work. The Chapter 1 has been started with an introduction on the research topic and Chapter 2 has included background study on the aspect of awarding Football World Cup events by FIFA to the emerging countries in the recent past and in the times to come (Horne, 2004, p.1235). The extent to which various factors have played a crucial role in the decision making of FIFA over the aspect of selecting the emerging markets for organizing the Football World Cup have been reviewed through the background study. The Chapter 3 would include the primary research methodologies that would be undertaken for conducting this research. The Chapter 4 would include the analysis of the data and information retrieved on the topic of research to determine the fairness of the World Cup bidding process and the impacts of hosting the Football World Cup in the emerging countries (Jasmand and Maennig, 2008, p.995). The critical analysis has provided useful findings on the appropriateness of the decision of FIFA in awarding the Football World Cup to the emerging markets. The Chapter 5 would include the conclusions on the impacts on the emerging countries for hosting the Football World Cup and the recommendations on the changes in the World Cup bidding process. 1.6 Conclusion The research on the aspect of awarding Football World Cup events to emerging markets by FIFA has been initiated by designing an appropriate problem of research. The research problem has been so designed that it establishes the objectives and goals of the research process. Before embarking on the research process, a background study has been conducted on the research topic. This has provided the insight on the ways of approaching the research and designing the methodology of research. Based on the ideas developed through the background study, the research structure has been designed. The various activities of the research have been classified under the categories of literature review, data collection and methodology of research, analysis of data and information to achieve the research findings. The analysis of the collected data includes the review of the mission, vision and goals of FIFA, the various factors influencing the decision of FIFA towards awarding Football World Cup to emerging markets, the appropriateness of FIFA decision over selecting emerging markets and the impacts of hosting World Cup for the emerging markets. The activities of research being undertaken in a structured manner would help to fulfil the objectives of the research work. 2. Literature Review 2.1 Introduction The review of literature has been carried out as follows on the aspect of awarding the hosting rights of the Football World Cup to the emerging markets. The literature review has been broken into several parts which start with the history of foundation of the international governing body for the game of football which is FIFA (International Federation of Association Football), goals and objectives, rules and regulations followed for fulfilment of the mission and vision of the organization. The organization of the greatest football event, i.e. the Football World Cup is governed by FIFA and the hosts for the Football World Cup to be held after every four years is decided by the governing body. The hosts of the Football World Cup get automatic qualification to participate in the World Cup and the country that would host the Football World Cup is decided with the help of a World Cup Bidding System (Johnson and Whitehead, 2000, p.58). FIFA has put in place a simple system for the World Cup Bidding Process where the intending hosts are required to express their interest of hosting the World Cup after notification from FIFA. The submission of bids by the association members of FIFA has to be done within the timelines specified by FIFA along with the conformance of the Hosting Agreement designed by FIFA. The recent trend indicates that FIFA has been awarding the hosting rights of the Football World Cup to new and emerging markets which could be supported by the mission and vision of the organization (Maennig and Maennig, 2002, p.34). By awarding the hosting rights to the emerging markets, FIFA has been paying a crucial role in the spread and develop of the game of the game of football and also has been able to instil the spirits of the game into the new and emerging communities of the world. 2.2 Role of FIFA: foundation, goals and objectives, rules and regulations The organization which is responsible for conduct of the international event of the game of football, namely the Football World Cup is FIFA (International Federation of Association Football). The international body for governing the Football World Cup is comprised of 209 countries which play the game. FIFA is headquartered in Zurich, Switzerland and the chair of FIFA president is currently being held by Sepp Blatter. The foundation of FIFA lays its roots in the year of 1904 when the international governing body of the game of football was founded in Paris. The increasing popularity of the football matches and rise in the number of games being played at the international level led to the formation of FIFA as an international governing body with the founder countries being France, Spain, Sweden, Switzerland, Germany, Denmark, Netherlands and Belgium. The first president of FIFA was Robert Guerin. England later joined the international association and Guerin was succeeded by Daniel Woolfall who was an English representative of the association. The first international football event organized by FIFA was in Football event of the 1908 Olympics (Maennig and Porsche, 2008, p.64). The 1908 Olympics football event enjoyed relatively high level of success as compared to the earlier editions of the Olympics. The rules and regulations made by FIFA disallowed professional footballers to participate in the football Olympics from the year of 1908. In the following years, FIFA was joined by several other countries like South Africa, Chile, Argentina, Canada, United States and others (Maennig and DuPlessis, 2007, p.589). During the time of world wars, the international football fixtures decreased as the nations restructured during the period of war. FIFA, however, continued its operations as the football fixtures started to increase once more after the world war and has reached optimum in the recent times. In the recent headquarter in Zurich; FIFA is controlled by its supreme body called the FIFA Congress which has met about 66 times since 1908. The objectives and goals of FIFA are to promote the game of football all over the world (Santo, 2005, p.182). FIA has also endorsed the objectives of Fair Play, prevention of racism and spread of humanity and social development. The rules and regulation of the game are jointly framed by FIFA and IFAB (International Football Association Board) constituted by England, Scotland, Wales and Northern Ireland. Any changes in the laws of the game and the implementation of new laws are to be agreed jointly by FIFA and IFAB with the sanctioning of a majority of 6 representatives out of eight. The affairs relating to the process of world cup bidding and subsequent decision on awarding the power of the hosting of the world cups by various countries is controlled by FIFA (Nelson, 2002, p.114). Recognizing the football world cup as an international football event and a global business, FIFA has taken into consideration the position of the emerging markets at par with the developed countries for awarding the status of world cup hosts (National Treasury, 2008, p.84). This has enabled FIFA to generate enthusiasm over the game of football in the markets spread all over the world. 2.3 World Cup Bidding Process The hosting of the Football World Cup events by the various countries all over the world is decided with the help of bidding process that has been officially formulated by the FIFA. In order to allocate the countries which include the emerging markets, developing countries and the developed markets spread all over the globe with the power of hosting the World Cup Events, FIFA has designed a simple system of bidding for the World Cup. A Bidding Manual has also been developed by FIFA and the members of the association are required to comply with the bidding instruction in order to their candidature for hosting the Football World Cup. The process of bidding for the World Cup is guided by specific timelines and dates as communicated by FIFA. The biding process for the Football World Cup starts with the requests being sent to the members of the association for expression of interests for hosting the international event. In reply to the requests sent to the members, FIFA subsequently receives expression of interest from the member countries for hosting the World Cup event. Upon receiving the interests from the willing members of the association, FIFA delivers the Bidding Manual along the Agreement for hosting the World Cup. The interested members are required to comply with the terms and conditions of the agreement for organizing the Football World Cup. The international governing body for the game of football also organizes workshops with the interested members in which the expectations from the bidders for hosting the World Cup are made clear. This followed by the submission of the bids by the member association in which the Hosting Agreement is also submitted. The bids submitted by the member associations are evaluated by the governing body in context to the fulfilment of the goals and objectives of the organization. FIFA conducts investigation in each of the member countries who have bid for the World Cup with the help of appointed officials. These officials conduct visits and submit reports on the infrastructural and ground conditions, facilities in place for hosting the world and the significance of awarding the World Cup to the interested members on individual basis (Szymanski, 2002, p.175). After comparative evaluation of the bids, the winner among the eligible bidders are decided based on the voting system carried out by FIFA Executive Committee comprising of the President and other executive members. Based on the results of the voting, the host for the World Cup event is recommended and declared by FIFA. The same process of World Cup Bidding has been followed over the years when the emerging markets like Mexico in 1986, Japan and South Korea in 2002, South Africa in 2010, Brazil in 2014 have been awarded the capacity of hosts for the World Cup. The recent selection of the host through the World Cup bidding process have seen a rise in the selection of the new and the emerging markets across the globe for hosting the Football World Cup (Sterken, 2006, p.385). The FIFA Executive Committee has already declared that the Football World Cups in 2018 and 2022 would be held in Russia and Qatar respectively. The award of the host status to the new and emerging markets of the world that has been executed through the voting system participated by the members of the FIFA Executive Committee has led to the spread and development of football all over the globe (Tu, 2005, p.394). The executive committee has also taken into the past history of World Cup hosting during the process of bidding and subsequent voting and chose the new and emerging countries as eligible hosts for organizing the Football World Cups in recent years. 2.4 Factors influencing award of World Cup hosting The award of the host status for hosting the Football World Cup takes into consideration the various factors that would promote the attainment of the goals and objectives of the international governing body of football, i.e. FIFA. The increasing popularity of the game of football and the increase in football skills of the nations all over the spread have led to the widespread interest on the game over the years. FIFA has considered the aspect of global impact of the game of football and has taken steps to promote the spread and development of the game (Ahmed, 1986, p.224). The game of football has played a significant role in the development of communities and its members as it spread the gentleman’s spirit of the game into the lives of community members. The game of football has played a major in the supporting the growth of the emerging markets in the age of globalization. The new and emerging markets like China, Korea, South Africa, Brazil, Russia, Qatar has experienced rapid growth in a short period of time due to the economic reforms undertaken by these countries and the restructuring of the infrastructural conditions in these markets (Aschauer, 1989, p.198). This has encouraged the business to invest in the emerging markets due to the economic incentives offered to them by the governments. This has resulted in the economic uplift of the emerging markets and also improved their abilities to handle international relationships. The emerging economic have also witnessed rapid growth in the national income and growth of the livelihood of the middle class sections of the communities. These factors have been taken into consideration by the International Federation for Football Association for the spread and growth of football further in the globe. The international football fixtures which have gained tremendous popularity over the years with not only spectators on the field but also worldwide telecast through television channels and recently through the online channels have led FIFA to view the Football World Cup event as a source of global income. Rather than voting for the established hosts or the developed markets like England, US, Germany, France, Spain, etc (Feenstra and Taylor, 2008, p.98). The FIFA Executive Committee have voted and recommended the emerging markets for hosting the Football World Cup in the recent years. This could be seen from the Football World Cup event held in South Korea and Japan in 2002, South Africa in 2010, Brazil in 2014 and so on. By awarding the hosting rights to the emerging markets, the FIFA Executive members resembled the attitude of the corporate business houses which undertakes above average risk for attaining higher returns (Barclay, 2009, p.65). The high population base, the increase in income level and purchasing power of the people of the emerging markets have been envisaged by FIFA as high prospects for the return from awarding the hosting rights to these countries. Also the availability of the infrastructure for hosting the Football World Cup that has been development over time with the rising performance of their economies have given added options to the FIFA for awarding the hosting rights to the emerging markets (Blanchard and Perotti, 2002, p.1332). Also as per the rule of the international governing body for football, the Football World Cup could not be hosted in the same continent for consecutive editions. This has also facilitated the aspect of awarding hosting rights to bidders from new and emerging markets (Eisenberg, 2006, p.62). The conformance with the hosting agreement by the emerging markets have been considered by the executive committee of FIFA as favourable on their part which would help them to not only spread the development of football all over the global but at the same time realize their business goals. 2.5 Impact of World Cup hosting on emerging markets The review of literature suggests that the award of hosting rights of the Football World Cup to the emerging markets has both positive as well as negative impacts on these economies. A common view suggests that the huge expenditures to be incurred for hosting the Football World Cup may be detrimental for the emerging markets as this could create a crisis situation in meeting the domestic demands of the economies. It has been found that the only instance where the hosting rights have been refused by an emerging market have occurred in the past when Columbia refused to host the World Cup event in 1986 due to internal economic problems. In case of inadequate planning and non-availability of public-private partnerships in the emerging markets, the entire burden of expenditure for hosting the Football World Cup may be bestowed on the government of these economies (Greene, 2003, p.175). These may create negative effects and increase of fiscal deficits in the short term until the advantages in the long term are realized in the emerging markets. The positive impacts of the hosting of the Football World Cup by the emerging markets are enormous. This could be explained from the context of political, economic, social, technological, environmental conditions in these markets. The review of literature suggests that the governments in Brazil, Russia, South Africa, Korea, etc have viewed the Football World Cup events as international opportunities to show case the brand image of the country in the international platform (Kim, Gursoy and Lee, 2006, p.89). This has led the governments to invest in the infrastructural development and facilities to organize the Football Cup in a successful manner. The availability of the local infrastructure and facilities, transport and communication, accommodation, food and entertainment, hotel and hospitality industry of the emerging markets have impressed the tourists. This has led to the growth and development of the business of tourism in the emerging markets (Kavetsos and Szymanski, 2010, p.168). As a result of the brand image established among the international visitors during the Football World Cup, the countries have experienced a regular inflow of tourists throughout the year. This has resulted in the flourishing of the tourism business in these countries. Apart from this, there are enormous economic benefits of the countries. The inflow of the visitors, football players, coaches; supporters and enthusiasts from various parts of the world have led to the increase in demand in the economy. This has expanded the production volumes, employment level and further growth of the gross domestic product of the emerging countries. The favourable factors in terms of social, technological and environmental conditions have enabled FIFA to fulfil their objectives of promoting and developing the spirit of the game through the world. The acceptance of diversity in culture among the people of the country has enabled to develop good relations with the international communities that have enhanced the brand image of the emerging markets (Sterken, 2006, p.389). The advance technologies used in the international fixtures have provided an idea to the entire world on the technological competitiveness of the nation that has positive impacts on the exports and international trade in future. The favourable environment in the emerging countries have played the role of developing a mutual faith with FIFA in choosing to award the emerging markets the hosting rights for the Football World Cup. 2.6 Conclusion The review of the literature revealed that the award of the Football World Cup hosting to the emerging markets have been influenced by several factors considered by the International Federation of Football Association. It is well known thought out the world that economic reforms undertaken by the emerging markets like China, Korea, South Africa, Russia and other countries from the last two decades have led to rise in economic performance of these countries and they have asserted themselves on the platform of international trade. The governments in these countries have laid down favourable policies for the improvement of national infrastructure and national resources that have attracted the business houses to undertake investments in these markets. The businesses in China, Brazil, South Africa, Russia, etc have flourished due to the increase in employment, national income and purchasing power of the people of the emerging markets. These conditions have been considered by the FIFA Executive Committee to be favourable and were interpreted as opportunities to gain higher returns at the cost of taking higher risk than that of choosing developed and old markets. The voting of the FIFA Executive committee in favour of the emerging markets have also been driven by the commercial interests of the governing body that started to view the game of football as a global business opportunity as a part of its overall mission, vision and goals. There have been positive as well as negative effects on the emerging markets for awarding the hosting rights of the Football World Cup event to these nations. Although the there has been initial huge expenditures to be incurred by the emerging economies, the countries which have adopted proper planning and resorted to public-private partnerships in investments to be done for organizing the event has been able to attain sustainable economic growth rate in the long term. References Baade, R. A. and Matheson, V. A. 2004. The Quest for the Cup: Assessing the Economic Impact of the World Cup. Regional Studies. 38(4): pp.343–354. Bob, U., Swart, K. and Turco, D. 2006. 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