The report says the programme combined football promotion with tourism, culture and investment outreach in Mexico City, Atlanta and Monterrey.
The programme also featured South African chefs, musicians, artists and cultural performers. That broader approach reflects the government’s argument that a World Cup platform can promote the country beyond the sport itself.
The most recognisable football component was the South Africa 2010 Legends Programme. The report says R6.71 million funded the initiative, including an exhibition match between members of South Africa’s 2010 squad and Mexico’s 2010 legends.
That spending gives the programme a direct connection to South Africa’s most significant modern football moment. It also creates a clear test for the project: whether a nostalgia-driven event can deliver meaningful cultural, tourism or commercial value alongside its entertainment appeal.
The update says supporters, journalists, podcasters and social media influencers travelling through fan-engagement activities were backed by private-sector sponsors rather than departmental funds. That distinction will form part of the wider debate over the final public cost.
The government’s defence rests on a long-term return, not simply matchday visibility. The next storyline will be whether the promotional work produces measurable partnerships, tourism interest and international exposure for South Africa.
Until that evidence emerges, the R30.95 million figure - and the R6.71 million legacy allocation - will remain central to questions about how public money should be used around major football events.