"Historian Peter Alegi views the whole thing as 'a very expensive -- and very expansive -- branding operation. The World Cup is an opportunity to show that South Africa is a modern democracy, technologically advanced, business friendly and also an attractive tourist destination.'
There is much to gain from such visibility. But it also carries risks."
Despite gains in infrastructure, this post from Sports Illustrated says South Africa's post-apartheid human rights record and crippling poverty could be PR hurdles for the country when the international spotlight is shining.