The Department of Sport, Arts and Culture has defended its R30.95 million expenditure on South Africa’s participation in the 2026 FIFA World Cup in Mexico and the United States, arguing that the money was spent on promoting the country, supporting sport and cultural diplomacy, and attracting future investment rather than funding a luxury overseas trip. The expenditure, which became the subject of parliamentary questions and public debate, has prompted renewed discussion about how public funds are spent, what government departments are mandated to do, and whether South Africans received value for money.
The controversy began after details of the department’s spending were disclosed in Parliament. The total programme cost amounted to R30,945,370.15, covering travel, accommodation, official hospitality, FIFA match tickets, cultural exhibitions, sporting events and promotional activities held across several World Cup host cities. While critics questioned whether such spending was appropriate given South Africa’s economic challenges, the Department maintains that every expenditure formed part of an approved programme aligned with its constitutional and legislative mandate.
According to the breakdown released by the department, the largest single allocation was R10 million, which funded South Africa’s promotional activities throughout the tournament. This money was used to establish exhibition spaces and national pavilions in Mexico City, Atlanta and Monterrey, where South African businesses, artists, chefs and cultural practitioners showcased the country’s tourism, investment opportunities, food, music, arts and heritage. The allocation covered the design and construction of exhibition spaces, branding, lighting, audiovisual equipment, furniture, logistics, transport, security, maintenance and the teams responsible for installing and dismantling the infrastructure.
The objective of these activations was to market South Africa beyond football. Visitors attending the World Cup were introduced to South African cuisine, locally produced crafts, live music performances and tourism experiences, while businesses promoted the country as an investment destination. Government argues that such initiatives form part of economic diplomacy, where countries use major international events to strengthen trade relationships, attract investors and encourage international tourism.
The second-largest expenditure, amounting to R7.87 million, funded the official government delegation responsible for delivering the programme. This included travel costs for the Minister of Sport, Arts and Culture, two members of his support staff, the Director-General, project management officials and other members of the departmental team. The allocation covered international and domestic flights, accommodation, local transport, travel insurance, daily subsistence allowances and operational costs associated with coordinating South Africa’s presence during the five-week tournament.
Government maintains that large international programmes require officials to be physically present to oversee logistics, engage with foreign governments, coordinate events and manage relationships with international stakeholders. The Minister argued that such programmes cannot be effectively organised remotely and require personnel on the ground to ensure successful implementation.
Another R6.71 million was allocated to the South Africa 2010 Legends Programme, which brought together former members of the 2010 FIFA World Cup Bafana Bafana squad for an official exhibition match against Mexico’s 2010 national team legends. According to the department, the match formed part of South Africa’s broader legacy programme celebrating the country’s successful hosting of the 2010 FIFA World Cup. Beyond the exhibition fixture itself, the legends also participated in community engagements and promotional events intended to celebrate South African football while strengthening sporting relationships with international partners.
The expenditure also included R3.36 million for official hospitality suites in Atlanta and Monterrey. Hospitality suites are private venues situated within or near sporting stadiums where governments, sponsors, investors, diplomats, business leaders and sports administrators meet during major events. Although such facilities are often viewed as luxury spaces, governments frequently use them for investment discussions, diplomatic engagements and commercial networking. The department insists these venues were working environments rather than entertainment facilities and were used to promote investment opportunities, tourism partnerships and future sporting collaborations.
A further R3.01 million funded 294 official FIFA match tickets distributed across three host cities. These tickets enabled members of the official delegation, programme participants, invited stakeholders and approved representatives to attend World Cup matches linked to South Africa’s activation programme. The department argues that attendance at official fixtures formed part of its engagement strategy and allowed participants to represent South Africa while interacting with international sporting organisations, investors and government representatives attending the tournament.
In total, 151 people participated in the programme, excluding members of the service provider responsible for implementing many of the activations. These participants included 18 government officials, 30 South African artists and cultural representatives, 27 former Bafana Bafana players who took part in the Legends Match, as well as numerous other programme participants. An additional 76 individuals, including lucky competition winners, journalists, podcasters and influencers, attended through sponsorship arrangements funded by private-sector partners rather than directly by government.
The Department emphasised that not everyone travelling to the World Cup was funded by taxpayers. Companies including Brand South Africa, Coca-Cola, HONOR, Betway, Cell C and Old School sponsored portions of the programme, particularly the participation of supporters, media personalities and digital content creators. According to the Minister, these sponsorships reduced the financial burden on government, with more than R5 million reportedly secured from private partners to support the initiative.
Government also stressed that the programme extended beyond football matches. Delegates participated in cultural diplomacy, tourism promotion and bilateral meetings with foreign governments and organisations. In Mexico, officials met with senior representatives responsible for culture and sport while also engaging organisers of the Mexico City Formula One Grand Prix to gather information on hosting major international sporting events. The department further highlighted engagements aimed at exploring partnerships with institutions such as the Grammy Museum and the Pan African Film Festival in the United States to create future opportunities for South African artists and cultural practitioners.
Sport, Arts and Culture Minister Gayton McKenzie rejected suggestions that the expenditure constituted wasteful spending or personal enrichment. He argued that spending public money on promoting South Africa during the world’s largest sporting event falls squarely within the Department’s mandate. According to the Minister, the FIFA World Cup represents one of the few occasions when countries can showcase themselves simultaneously to millions of visitors, broadcasters, investors and decision-makers from around the world.
The Minister also responded directly to claims regarding his personal travel costs. He stated that his own documented travel expenses totalled R1,058,379.75, representing flights, accommodation and insurance over approximately five weeks, including an additional return trip to South Africa for the official 16 June Youth Day commemorations. He further stated that he declined certain travel allowances, avoided dedicated chauffeur services by sharing transport where possible, and personally covered travel costs for a South African supporter he invited to attend one of Bafana Bafana’s matches. He also denied allegations that public funds paid for members of his family, insisting that all family travel and accommodation expenses were privately funded.
The Department argues that all expenditure complied with the Public Finance Management Act (PFMA), National Treasury Regulations and government cost-containment measures. Under the PFMA, departments are required to ensure that public funds are spent lawfully, transparently and for approved purposes. Every major expenditure must be authorised through established procurement and budgeting processes, while financial records remain subject to auditing by the Auditor-General. The Department says all invoices, travel claims, sponsorship contributions and implementing-partner expenses are being reconciled before a final close-out report is tabled.
Nevertheless, the debate extends beyond whether the expenditure was lawful. Many South Africans have questioned whether spending nearly R31 million on an international promotional programme represents the best use of public funds at a time when the country continues to face high unemployment, rising living costs, service delivery challenges and significant pressure on public finances. Others argue that international marketing campaigns and cultural diplomacy are legitimate government functions capable of generating tourism, attracting foreign investment and strengthening South Africa’s global reputation if implemented effectively.
Ultimately, the discussion surrounding South Africa’s FIFA World Cup expenditure highlights the broader challenge governments face in balancing long-term economic promotion with immediate domestic priorities. While the Department maintains that every rand was spent in pursuit of its mandate to promote sport, arts, culture and international partnerships, many South Africans will continue to judge the programme not only by whether the money was properly accounted for, but by whether it delivers measurable returns through increased tourism, investment opportunities, stronger international partnerships and tangible benefits for the country’s economy.