Photo by Michael Tsegaye

While Africa prepares to host the FIFA World Cup for the first time on home soil, the continent’s rich cultural heritage is certainly assured of a gold medal at the 2010 tournament in South Africa. At no time in its history has the tournament expected to be exposed to as diverse and rich a cultural heritage as what Africa promises to offer the world next June.

The recent trophy tour proved it all, with all manner of costumes and traditional gear sported by the passionate fans across the continent to welcome it. Simple, imaginative and crazy outfits, mostly handmade from recycled materials, were beamed onto television sets worldwide as the trophy made its tour of the 53 African countries.

The tour has seen the continent’s levels of anticipation surge a notch higher, with many fans coming up with the most colorful costume creations ever seen at the tournament. They are optimistic and strongly believe that with their unique supporter culture, the time has come for an African team to win the coveted trophy for the first time. “It is Africa’s time to showcase itself to the world – its rich, diverse culture and heritage,” said the secretary-general of the Confederation of East and Central Africa Football Associations (CECAFA), Nicholas Musonye.

“Africa is hosting the tournament for the first time, and besides putting in place every necessary effort to prove to the world our organizational abilities, our fans are themselves set to display some of the most outlandish costumes ever in the tournament’s history,” he said. Musonye added: “We want to compliment the best action on the pitch, which the World Cup is traditionally known for, with the most colorful display on the terraces among our African fans.” He said the tournament, which is expected to see about 400,000 soccer fans flock to South Africa, is an opportunity to present a different view of the continent, which is more known negatively for civil strife and disease.

Musonye noted that the fans from each of the African countries that have qualified for the tournament are known for distinctive, fabulous and striking fashion styles, which stands to make the tournament in South Africa one of the most memorable in history. “It is not just the exciting matches anticipated on the pitch, but we want to expose our richness in diversity to the world. Africa will certainly be a winner in this respect, even if we do not win the actual trophy,” he said.

He pointed out, for example, as one writer recently wrote, that there is no doubt that the 2010 FIFA World Cup is going to make the vuvuzela known worldwide. A vuvuzela is a long plastic trumpet that South African soccer fans blow loudly, enthusiastically and rhythmically during football matches. Besides the vuvuzela, we have already seen creations that range from miners’ helmets popularly known as makarapa donned by South African fans and traditional trumpets made from wild animal horns; to oversized plastic glasses; and an array of other cultural artifacts from different countries.

Then there are the traditional and unique African dances that have been composed or are being composed for the showcase event. The ‘diski’ dance – featuring different kicks and dribbling styles – has been invented and is being used by South African tourism officials to market the 2010 World Cup. “The ‘diski’ dance shows the unique way soccer is being played in South Africa,” the global event manager for South African Tourism, Sugen Pillay, was recently quoted as saying. “It shows our welcoming spirit and showcases our rhythm as a nation.” The dance, he said, is part of an advertising campaign that taps into a vivid mix of South African street and soccer culture which they are using to market the country and the World Cup.

Other dancing troupes set for South Africa include the Cote d’Ivoire ladies, who call themselves the ‘Mama Elephants’, who will sing and dance until their team popularly known as the Elephants, led by Chelsea talisman Didier Drogba, has won the trophy or surged closer to winning it. The Nigeria brass band will itself be there too to root for the Green Eagles.

Musonye affirmed that with Africa still celebrating its first ever under-20 World Cup victory following Ghana’s triumph over Brazil in Cairo, Egypt last October, the continent is abuzz with anticipation for the first trophy win. There is a strong belief that the fans have a major role to play to turn this dream into reality. And, as the clamor begins, it is almost unanimous across the continent that this time round Africa is set to turn the tables and claim its first World Cup victory, to prove right what soccer legend Pele predicted decades ago.

Pele tipped the continent, currently bursting with talent and now an emerging force in international football, to win the trophy by the end of the 20th century. A prediction most in the continent believe will come true in South Africa. One thing that teams usually need to win the World Cup is home advantage – and with the 2010 tournament being held in Africa for the first time, history is expected to repeat itself. Only rarely has the World Cup been won by a team from outside the continent in which it was being played.

So, 2010 is surely Africa’s best chance, particularly now that individual African players are making huge advances at the international football stage, especially in Europe. A soccer promoter based in Nairobi, DS Njoroge, said: “We in Africa have a life-time chance to win the trophy. We are hosting the tournament when the game has come of age in Africa.” He went on to say that African footballers are doing well in Europe, are actually top scorers in major leagues especially the British Premier League and home advantage heavily favors Africa to win the trophy for the first time.

Njoroge cited teams like Ghana, Cote d’Ivoire, Cameroon and South Africa as among the continent’s representatives expected to progress well in the tournament. “Ghana has developed its youth soccer programs very well. And the country’s victory in the FIFA Under-20 World Cup justifies this,” he said.

Njoroge said African soccer fans, like their counterparts in other countries of the world, have become absolutely passionate about the game and have fanatically been present to root for their teams. “It is a wonderful thing and this is what they love most. Everyone now forms part of the game in Africa somehow; people of all ages, creed and gender – and this is where soccer proves to be a great way to unify the people and nations,” he said. Njoroge believes it is important not to forget that the crowd add tremendously to the image and reputation of their teams; and that for a team to be supported by fans donning unique and mega fashion can really convey a magical message to the world.

Ironically, African traditional soccer culture enjoys a very rich history. It has evolved from the very basic levels – where the youth have turned patches of dirt into soccer fields, used balls mostly made up of round wads of plastic shopping bags, and fashioned goal posts out of tree branches – to nurture a sport now the most favored by millions in the continent.

Publication rights to this feature are available from Africa Media Online.