Empirical research by WRG scientists found that tourist knowledge of FIFA’s socially responsible program in South Africa (in conjunction with the World Cup) enhanced the event’s overall image. This is good news for those organizations who use CSR as public relations mechanism. It was also revealed that the World Cup – only marginally – influenced the national and ethnic identity of South African residents. This result runs in contrast to prior research suggesting that mega sport events are powerful sources for identification. This result could carry some sweeping implications for public policy development and community integration for future events – particularity those staged in developing nations. It will be interesting to see whether similar results manifest in Brazil. The WRG will certainly be there to find out.