The article highlights the critical role of local businesses and community workers in enhancing the World Cup experience for millions of South Africans.

While global attention focuses on players and matches, the true backbone of the event lies in retail outlets, restaurants, and gathering spaces where fans come together.These venues provide essential services like stocking shelves, preparing viewing areas, and creating social hubs for celebration and debate.The piece emphasizes that without these unsung contributors, the World Cup would lack its vibrant community aspect.

South African Breweries (SAB) is acknowledged for its long-term investment in retailer development, allocating over R544 million since 2021 to support local businesses.This includes infrastructure upgrades, training programs, and initiatives promoting responsible trading during the 2026 tournament.

The article argues that the World Cup's legacy should measure not just goals and trophies, but also the economic opportunities and community bonds strengthened through these efforts.

It calls for recognizing these behind-the-scenes workers as integral to football's success, challenging the notion that only players deserve acclaim.