All those who have complained interminably about all the negatives surrounding the World Cup – enough already. Western media have maintained a negative stream of reporting since the 2010 World Cup host was announced in 2004. Observers say that while this event might change some people's perception of Africa in parts of the world, it's a bit like "showing passing visitors into the best room in your house, whilst knowing the rest of your place is in a mess."

Many argue whether it is still in Africa's best interests to host such an event. Why not? The argument seems a moot point now anyway. Should the money have been better spent elsewhere? Too late for that now, too. Is the World Cup good for South Africa and the continent? Most definitely. History shows that from an economic perspective the end result of these big sporting events worldwide is either break even or slightly in the red. If you take television viewership into account, then the World Cup is the biggest sporting event on our planet. This Cup will make more money than any other in the history of the event. Where that money goes is the topic of countless debates. But the World Cup cannot just be crunched into numbers. There are other more intangible elements at play, like pride and hope and a unification of people in a society that is some way off from being homogeneous. These elements don't show up on balance sheets, but they are priceless in terms of raising the nation's, and in turn the continent's, sense of achievement.

That achievement has added advantages for Africa, as now that the ice has been broken, other countries like Nigeria, Ghana and Egypt can bid to host the World Cup. Improving the infrastructure of other regions in Africa can be a direct consequence.

Africa deserves the World Cup, if for no other reason than the long list of dazzling football stars the continent has given to the world past and present. They have played in every major league around the globe, from Eusebio to Didier Drogba and Emmanuel Adebayor to George Weah. We owe this Cup to these heroes along with the soccer crazy people of this continent who have dreamed of this time for so long.

On the field, there are great expectations too. South African coach Carlos Alberto Parreira has said his task is full of pressure because the nation thinks with the heart. They want their team to reach the semi-final or better at the World Cup and not just to improve in the FIFA ranks. What they want is results, said the coach.

By hosting this event, many of those results have already been achieved. Let us all allow Africa to enjoy its big moment to shine in the spotlight. Let the detractors take their caps off their camera lenses and remember that ultimately the success of the World Cup, effectively the Greatest Show on Earth, will depend on the South African people and in turn the people of Africa. That's where it starts and ends.

The Editor