So the players of the England football team have arrived back home and the post-mortem will now begin – though the British media started directing blame the moment the final whistle blew on Sunday afternoon. How Fabio Capello must have wished he were enjoying the sun at Glastonbury rather then suffering another historic defeat at the hands of the Germans.

When these major sporting events take place around the world, the spotlight of the international media descends on towns that might not normally get so much attention. The BBC in the UK has been presenting the radio 5 breakfast show live from South Africa each morning throughout the entire World Cup, and meeting normal people as they go to work or just go about their daily business. In the early nineties, as the era of apartheid ended, who could have imagined British TV and radio personalities presenting live shows from Soweto?

And though not quite on the same scale as the FIFA world cup, the Commonwealth games in October will direct a lot of attention to Delhi. When we work in a business-to-business environment it is often easy to make the assumption that people in industry are well informed about the locations they might be working with, but it’s not always the case. There are always perceptions and ideas of regions that will be wrong – for good or bad.

Just as the world cup in South Africa has shown the world how far that country has progressed since Mandela was elected president in 1994, the athletics in India, and the next world cup in Brazil will all direct attention to regions of the world that are the future engines of growth. The hub of activity in services, and hopefully places that if you have not seen in person, then you might be more inclined to visit after enjoying the sport on TV.