Latest Issue

Forget football. Can we win the merchandise cup?

By Peter Watts  

Could a Boris Johnson wig prove more popular than South Africa's vuvuzelas?

The 2010 World Cup will be remembered not just for its football, but for its atmosphere—and more precisely for the vuvuzela, the noisy South African horn capable of creating a 120-decibel drone reminiscent of wasps trapped in a washing machine.

It’s a marketing success that will not have gone unnoticed at the UK’s Olympic Delivery Authority, tasked with identifying signature merchandise for the 2012 Games.…

Register today to continue reading

You’ve hit your limit of three articles in the last 30 days. To get seven more, simply enter your email address below.

You’ll also receive our free e-book Prospect’s Top Thinkers 2020 and our newsletter with the best new writing on politics, economics, literature and the arts.

Prospect may process your personal information for our legitimate business purposes, to provide you with newsletters, subscription offers and other relevant information.

Click here to learn more about these purposes and how we use your data. You will be able to opt-out of further contact on the next page and in all our communications.

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

We want to hear what you think about this article. Submit a letter to

More From Prospect