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On Saturday, May 15, 2004, the world football governing body FIFA announced that the 2010 World Cup TM would be held in South Africa. This would be the first time the football tournament had gone to an African nation. This study examines the South African equity market impact of the announcement of the 2010 FIFA World Cup TM . Abnormal returns of the JSE all share index are calculated around the period of the announcement. Using standard event study methodologies, results show that pre-eventdoi:10.4314/ajpherd.v15i4.47298 fatcat:i7s7msrlprgq5is2cwiweko6dq