Abstract
It is well established that so called ‘mega events’ have a marked impact on the socio-economic trajectory of a host nation. Research on the merits of mega- events is fairly substantial, and indeed, derived implications for entrepreneurship in a host country are a recurring theme. Yet, little has been done to investigate the potential impact of these events on the entrepreneurial performance of the informal sector. The informal sector is a significant contributor to employment and to the South African economy and shown to exhibit strong entrepreneurial potential. As such, it provides fertile grounds for research. This paper reflects on the FIFA 2010 world cup as catalyst for entrepreneurial activity in
Johannesburg’s informal sector. Associated issues of ambush marketing and perceptions of legalities, formalities, and barriers related to the organisation of the world cup are investigated.