Shakira, Vuvuzelas, and the Memories of South Africa 2010

For many of our students, the 2010 South Africa FIFA World Cup was the first tournament they remember watching, and it remains one of the most iconic editions in the competition’s history.

16 years on, GIS’ Shana Doyle-Axcell looks back at the tournament, reflecting on what the tournament meant to her as a South African.

Deputy Dean of the Business School at GIS, Shana is an experienced marketing professional, and actually worked on the tournament itself, firstly describing it as “more than just a football tournament.”

“It was a defining moment in South Africa’s history, an opportunity for the world to see the beauty, diversity, and resilience of our nation, and it remains one of the proudest moments of my life.”

Shana went on to recall the sense of pride she felt, teaching in the city of Durban at the time, knowing that South Africa was the first African nation to host the FIFA World Cup.

“Before the tournament, there was excitement everywhere. Streets were decorated with South African flags, businesses embraced the spirit of the World Cup, and people from all backgrounds came together in anticipation.”

This togetherness is a theme of the 2010 World Cup that many reflect on, particularly considering the backdrop of racial apartheid in the nation that formally ended 10 years before the tournament was awarded to them in 2004.

While the topic of social cohesion is an incredibly complex one, the tournament itself helped, at least temporarily, to ease some of the division in the nation, which is one of the most linguistically diverse in the world.

This features 12 official languages, including English, Afrikaans, and Sesotho, a first language for over 5 million South Africans and from which the popular phrase Ke Nako comes from.

“The slogan, meaning ‘It’s Time,’” Shana explained, “truly captured how we all felt.”

“There was a unique atmosphere of unity that was difficult to describe. For once, it seemed that our differences did not matter—we were all supporting one country and celebrating one dream.”

The Buzz of the Vuvuzela

The 2010 edition marked South Africa’s third appearance at a FIFA World Cup, and despite failing to qualify for the knockout phase, it will be remembered by many for the sound of the vuvuzela that echoed around each stadium long after the home nation was eliminated.

“Although they were controversial to some international viewers, to us they represented South African culture and passion. Every match was filled with the buzzing sound that became the soundtrack of the tournament. Even today, hearing a vuvuzela brings back memories of those exciting weeks. I still have one on my lounge cabinet now living in the UK!”

The instrument, however, was not the only auditory cue that symbolises the tournament, as music also played a significant role in making the tournament unforgettable.

Shakira’s Waka Waka: The Song of the 2010 FIFA World Cup

A song that remains special to Shana is Waka Waka, the official theme song of the 2010 World Cup.

Featuring South African band Freshlyground, the song has 4.6 billion YouTube views at the time of writing, establishing itself as one of the most famous World Cup songs of all time.

“Its energetic rhythm, African influences and message of unity captured the spirit of the tournament perfectly,” Shana said.

“Even when I compare it with her other World Cup appearances and her more recent success in the United States, Waka Waka remains special because it is connected to South Africa and to one of the proudest periods in our history. Whenever I hear it, I am immediately taken back to 2010.”

‘Goal! Bafana Bafana!’

Less than a month after the song’s release came the tournament opener at the Soccer City stadium in Johannesburg. The first goal arrived 55 minutes into the fixture, and produced one of the most recognisable pieces of commentary in World Cup history.

This, of course, came from Peter Drury, whose reaction to Siphiwe Tshabalala’s strike against Mexico is part of what made the match, and the tournament, so memorable.

Labelling the game as his favourite to have ever worked on, Drury’s commentary, during which he exclaimed: “Goal for South Africa! Goal for all Africa!”, summarised the significance of the strike.

“It’s a moment I will never forget,” Shana said. “Tshabalala’s celebration symbolised hope, pride, and the dreams of millions of South Africans. It reminded us that we belonged on the world’s biggest stage.”

After a 16-year hiatus from the tournament, South Africa finally qualified for the 2026 World Cup, and, for the first time in their history, reached the knockout round. Despite a narrow loss to co-hosts Canada, South African fans have plenty to be proud of. For Shana, the foundations can be traced back to the 2010 tournament.

“The tournament gave us confidence,” she concluded.

“It challenged stereotypes and showed the world that Africa could achieve great things.

“Looking back, the 2010 FIFA World Cup was about much more than football. It united people across races, cultures, and backgrounds in a way that was truly special. It reminded us of what we could accomplish when we worked together and believed in ourselves. 

“As a South African, I will always cherish the memories of that incredible tournament. It was a celebration of our identity, our resilience, and our place on the global stage.

“The legacy of the 2010 FIFA World Cup continues to inspire me and remains one of the greatest moments in South Africa’s history.”

Article by Zakaria Anani