Maximising on the World Cup

Saturday, 19 February 2011 00:20 - - {{hitsCtrl.values.hits}}

The countdown is over – Cricket World Cup 2011 has begun. While Sri Lankans breathlessly await the first match to experience all the thrills and spills of their greatest passion, the organisers on the ground are putting the finishing touches to months of sweat and plans.

Millions have been spent on constructing stadiums, upgrading infrastructure and providing international facilities to be ready for this opportunity – for an opportunity it is. A chance for Sri Lanka to prove a point beyond their cricketing prowess and showcase to the world what the country has achieved since the end of a three-decade war.

The World Cup is about more than cricket. Bangladesh has spent an estimated US$ 30 million on just the opening ceremony and in its eyes this is an investment to attract more opportunities for the country. Sri Lanka should also take this chance to portray the wide variety of industries from tourism to rehabilitation work that is happening in the north and east. Many are despondent over the Board of Investment (BOI) being unprepared to attract investors to Sri Lanka by using the World Cup festivities to leapfrog into the global limelight.

There are several aspects that can be concentrated on to maximise the benefits of the World Cup. One obvious point is finding funding for relief work in flood affected areas. The World Food Programme announced on Thursday that they are still US$ 3 million short to provide supplies to those displaced by the deluge. The United Nations has estimated US$ 50 million will be needed to provide for the flood displaced in the next six months and even the Government has given a Rs. 50 billion wreckage bill for the affected areas to be brought back to normal.

These are undoubtedly huge challenges and Sri Lanka could do with a helping hand that can be extended during the World Cup festivities. The international media mileage attracted by the World Cup, the tourists and trimming the frills of the event to funnel more money in this time of grave need will give a sentimental tinge, making the occasion more poignant. It is not a case of Sri Lanka going with begging bowl in hand, but having the courage to be honest in wanting to help thousands of people who had their lives swept away by the worst floods in 100 years, of caring about the less fortunate and making a genuine effort to be who we are as a country.

It is also a chance to give the world a taste of true Sri Lankan hospitality. A chance to tell them of the advances that have been made since the end of the war, what more needs to be done and how the world can help achieve mutually-beneficial goals. Since local government polls are imminent, it would be prudent to minimise the violence that normally accompany elections and show Sri Lanka’s dedication towards democracy. Concerns of human rights, transparency and good governance can be allayed during this time through the actions of our countrymen.

Capacity building in technical knowledge of organising and carrying out an international event will stand Sri Lanka in good stead for future challenges. This is an opportunity to learn about how to direct a massive event while reducing the wastage and corruption that usually comes as an adherent. These opportunities should not be squandered if Sri Lanka is to gain the highest and holistic benefits from hosting the World Cup.