The FIFA 2010 World Cup was given an added sprinkling of glamour today when 32 Miss World finalists, plus the reigning Miss World herself, were among the VIP guests at the launch of SABC’s new studios in Johannesburg’s Sandton Convention Centre.

SABC, South Africa’s national broadcaster, will beam every match from this summer’s World Cup from its sparkling new facilities in the Sandton Convention Centre.

President Jacob Zuma also dropped by the SABCs studios yesterday to check out the state-of-the-art facilities, which will be the media hub throughout Africa’s first World Cup. He was joined by Senegalese-American R&B superstar, Akon.

Meanwhile, the 32 Miss World contestants will also be South Africa to cheer on their respective teams throughout the World Cup, and are joined by the reigning Miss World herself, Gibraltar’s Kaiane Aldorino.

The beauty queens will be supporting Johannesburg Tourism Company as part of the Joburg Rocks campaign, sharing their World Cup experiences in the City of Gold with millions of football fans.

The Miss World representatives will be based in the heart of the action – Melrose Park one of the designated Johannesburg fan zones. The Joburg Rocks campaign includes a series of events such as the Festival of Africa which embraces African music, dance, food and history.

Presenter David Kekama is joined by rapper Akon, president Zuma, presenter Walter Mokoena and SABC chief Solly Mokoetle

Beauty With A Purpose is the theme of Miss World and embodies the true spirit of the title by helping disadvantaged children all over the world. While in South Africa the representatives will be visiting Orange Farm, a deprived area of Johannesburg. They will meet around fifty children from the Tebogo Home for Handicapped Children.

(Lindiwe Mahlangu-Kwele, CEO, Joburg Tourism Company teaches the Miss World constestants the South African National Anthem)

World Football House

The SCC is also playing host to World Football House – a ground-breaking exhibition that will offer the 32 teams competing in this summer’s tournament a dynamic platform to showcase their national brand identity and to celebrate their respective cultural and commercial assets.

National pavilions accommodating all 32 teams will provide the estimated 450,000 fans visiting the world’s biggest and most widely viewed event with a unique opportunity to explore the rich diversities of the world today and to discover new cultural experiences and insights.

Founder and president of World Football House, Graham Cooke said: “The World Football House will be the showcase for all the rich diversity of culture, arts and of course sport of all 32 countries taking part in the World Cup.

“It will provide the perfect environment for fans to get a unique insight into the differing cultures of the participating teams.”

(Left: Peter Kwele, Head of SABC’s Crucial 2010 Project Unit explains the new technology viewers will enjoy at the 2010 World Cup)