Radebe named as SA Tourism 2010 Ambassador

Johannesburg – The Minister of Tourism and Environmental Affairs Marthinus van Schalkwyk has named former Bafana Bafana skipper Lucas “Rhooo” Radebe as South African Tourism’s 2010 Ambassador to the world.

Radebe was unveiled at the launch of Brand Messaging Book for Tourism in Sandton on Thursday evening.

The 40-year-old Soweto-born former Kaizer Chiefs and Leeds United captain is no stranger to the 2010 project. Radebe has been a Fifa ambassador for the SOS Children's Villages and has worked with one of the tournament’s sponsors, First National Bank.

In December 2000 Radebe received the Fifa Fair Play Award for his contribution in working with South Africa’s children. In 2004 he was ranked 54th in the Top 100 Great South Africans.

In announcing Radebe, Minister van Schalkwyk thanked Radebe for partnering with South African Tourism (SAT).

“We are truly privileged that a footballer of Lucas’s stature and a human being of his calibre has agreed to partner with us to grow excitement about our destination. We look forward to working with him as 2010 approaches to spread the message of the anticipation and optimism sweeping our country,” said van Schalkwyk.

The Minister described Radebe as an inspiration and a proud South Africa who loves travelling in South Africa.

“Now, more than ever, it is important to be an optimistic, dedicated South African with a ‘can do’-attitude and few people embody this spirit better than Lucas. He possesses all the qualities demanded of an ambassador.

He loves South Africa. He loves travelling in South Africa. He knows our destination well, and he is proud of being a South African. He is truly an inspiration,” the Minister said.

“Rhooo” – as he is known to his fans – will work with South African Tourism between August 2009 and the end of the tournament to help deliver destination messages and to help grow interest in South Africa globally, not only as host of the Fifa spectacular, but also as an awesome and amazing holiday destination.

Acting SAT Chief Executive Officer Didi Moyle welcomed the appointment of Radebe.

“We are delighted to welcome Lucas on board. He has the stature and the global credibility this role demands.

He is exceptionally well travelled globally, but his heart lies here in South Africa. He loves our destination and our people. He is a champion of South Africa’s ability to successfully host the World Cup,” she said.

The newly-appointed Ambassador said he was excited, proud and honoured.

“Africa has waited a long, long time for the honour of hosting the world’s biggest sporting spectacular. I am excited at the impending reality of welcoming the world’s greatest footballers to my homeland.

I am proud that South Africa will host hundreds of thousands of fans. I am honoured to be associated with South African Tourism and to be given an opportunity to work with them to raise the profile of my country not only as host of the 2010 Fifa World Cup,” he said.

Meanwhile, Minister van Schalkwyk on Thursday launched a Brand Messaging Book for Tourism which will enable everyone who communicates about South Africa to share an inspirational message about the country as a tourism destination.

Lucas Radebe fast facts
• He was born in Diepkloof, Soweto on April 12, 1969, one of a family of 10 children
• He spent his young adulthood in the former homeland of Bophuthatswana where he started playing football to help him cope with boredom
• He made his international debut playing for South Africa against Cameroon on July 7, 1992 and went on to earn 70 caps for South Africa
• Kaizer Chiefs ‘sold’ Radebe to Leeds United in 1994 for ₤250,000
• His nickname at Leeds, ‘The Chief’, was given to him by the fans in acknowledgement of his star defense player qualities
• Radebe captained Leeds United from 1998 to 2002. He retired from football in 2005
• Last year a local brewery (near Leeds’ home ground, Elland Road) asked for public suggestions for a new beer name. ‘Radebebeer’ was proposed by thousands in his honour
• He counts former president Nelson Mandela and Gary Player among his close personal friends
• In December 2000, he received the FIFA Fair Play Award for his efforts to rid soccer of racism as well as for his work with children in South Africa
• Kaiser Chiefs, the English indie rock band from Leeds took its name from the iconic South African football team of the same name… because Lucas Radebe played for them once as a defender.

To get a copy of the limited Brand Messaging Book, please email itspossible@southafrica.net