The right to host the 2010 World Cup brings South Africa a unique opportunity that extends well beyond football.One of the biggest impacts from hosting the 2010 FIFA World Cup will come from the phenomenal marketing and communication opportunity it will offer the country and continent.As world attention focuses on the first African World Cup this is an opportunity for Africans to tell their own stories.The 2010 National Communication Partnership is a joint effort of communicators across society and in the many creative and communication disciplines to take advantage of this communication opportunity of a lifetime to benefit our country and continent. History of the Partnership The 2010 National Communications Partnership had its genesis in a meeting in early 2006, convened by GCIS and the Brand South Africa and hosted by the Minister in the Presidency, of senior government communicators and a group of private sector corporate communicators. The latter expressed their commitment to taking advantage of the 2010 FIFA World Cup communication opportunity for the benefit of the country and continent.They identified the need for some facility to ensure a well co-ordinated marketing and communication campaign in the build-up to 2010 to maximise tourism and foreign investment opportunities for many years beyond 2010, as well as to mobilise South Africans across sectors as hosts, and to build national pride.Such a facility would help ensure that all left hands were aware of what right hands were doing, facilitate the development of an overarching strategic vision for communicators across sectors and disciplines so everyone worked together to take advantage of this communication opportunity of a lifetime for our country and continent.As a result the 2010 National Communications Partnership (NCP) was formed. Its plenary membership now stands at around 250 leaders of communication across sectors and disciplines – marketing, advertising, communication, public relations, creative industries, tourism in the public and private sectors. The work of the Partnership is driven by a task team representative of the various disciplines and sectors, which meets monthly.