I just came back from World Cup in South Africa.

I was also in the last one, in Germany 2006. So, it was impossible to not compare the organization, the marketing buzz and the atmosphere.

Of course, Germany had a better infrastructure.

In cities like Berlin, Munich, Koln and Frankfurt, almost every brand, every shop, every bar were making an invitation for me to live – and buy – the World Cup experience: merchandise, games, interactive gadgets, souvenirs, expos, fantastic places to eat, drink and watch the games.

In South Africa, in some neighborhoods, I could hardly tell that the most important marketing event of the world was going on there.

There were no huge stands in the streets, no giant interactive billboards no guerrilla marketing.

The transport system was chaos. The Fan Fests (the FIFA official arenas with giant screens, bars and shops) were ghost towns at night, because of the freezing winter.

There were less tourists (and of course, less immigrants supporting their national teams) compared to Germany.

But the World Cup was stronger in another kind of attraction and – why not – another kind of media: the people.

Everybody was so excited and wearing jerseys (even if their team had no chance), talking about all the games all the time, making everything to make everybody there feel at home.

For them, as the local TV slogan repeated every second, it would be once in a lifetime.

In the end, I went to Africa expecting more of the same and came back happy to find something completely different.

After all, that’s what all sports are about: party, having fun, people, surprises and differences.

Thank you, South Africa. See you in Brazil 2014.

- Fabio Seidl