Ahead of the FIFA 2010 World Cup slated for South Africa in June, RICS Consult, an Accra-based PR and marketing firm under the auspices of the Ministry of Youth and Sports has put together a workshop intended to identify benefits that Ghana stands to gain from the World showpiece.

At the end of well-organized day's workshop on "Leveraging Ghana's appearance at the 2010 World Cup for New Business Opportunities and Enhancing Brand Ghana", participants agreed that whereas FIFA ownership of the Tournament placed restrictions on the participating nations in various and specific areas, there is still enough room and reason for Ghana and Ghanaians to focus attention on benefits to be derived from the tournament.

The various papers presented by experts and resource persons at the forum made clear the possibilities available for Ghana to achieve economic as well as social benefit on the platform of the tournament, which also offers an opportunity for branding Ghana and heightening her image among the comity of nations.

Participants decided that a deliberate and proper branding of the nation Ghana should be carried out through the medium offered by the Brand-Ghana Project to position Ghana strategically to be of relevance to Ghanaian businesses.

The Workshop lauded the successful identification of all key organizations with the potential to promote Ghana's image, and called for an all-inclusive national non-partisan forum to draw inspiration and direction from H.E. President J.E.A Mills' mission and vision for the 'Brand Ghana' Programme, towards maximizing expected gains.

Members could foresee a joint trade and investment exposition, the Black Stars' host city as the venue, to be participated in for maximum effect by all stakeholders that include the Ministry of Trade and Industries, the Association of Ghana Industries, the Ghana National Chamber of Commerce and Industry, the Ghana Free Zones Board, and the Ghana Export Promotions Council.

Such an exposition of Ghana's potential for trade and commerce may be best inter-played with the hosting, possibly in conjunction with the Ghana High Commission in South Africa, of a Ghanaian traditional cuisine, cultural and musical fair to exhibit these important areas of the Ghanaian life as part of the branding.

Participants appraised for the necessary impact Ghana's reputation, acquired over the years in various aspects of endeavor in culture, politics, economics, as well as sports, which includes the prowess and skillful artistry exhibited by the Stars from the 2006 Tournament in Germany to their qualification for the 2010 South Africa Tournament, and the Satellites' victory at the U-20 FIFA World Youth Championship.