For the third consecutive year South Africans' attitudes remain positive towards the 2010 World Cup, concludes UDESH PILLAY and ORLI BASS in a comparison between the 2007 data to that of previous years. But given the recent spate of load-shedding, rising interest rates and stadium strike action, policy-makers and 2010 stakeholders should eschew complacency and pay attention to managing expectations in the lead-up to 2010.