In this episode, Dr. Michael Duignan speaks with Dr. Brendan Knott to unpack the transformative power of the 2010 FIFA World Cup in reshaping South Africa’s global image. Once viewed with skepticism, South Africa leveraged the tournament to project a new narrative of pride, unity, and capability on the world stage. Brendan shares insights from his extensive research, exploring how strategic branding, media management, stakeholder alignment, and community mobilisation helped the nation harness the event’s potential. From football Fridays and youth engagement programmes to cross-sector partnerships between government, business, and media, the conversation reveals the deliberate actions that underpinned the World Cup’s branding success. The discussion also tackles sportswashing, brand authenticity, and whether these lessons can be replicated by other emerging nations seeking to reposition themselves globally through mega-events. A must-listen for anyone interested in nation branding, event strategy, and legacy planning.