In November 2008, 12 companies were invited to tender for the Master Concessionaire Rights for the FIFA Confederations Cup 2009 and the 2010 FIFA World Cup.

During the first quarter of 2009, the rights were awarded to Headline Leisure Management (HLM), the outsourcing food and beverage service brainchild of Fournews Developments. In essence, HLM is a specialist, subcontracted food and beverage management provider, operating primarily within the leisure industry and with a client base boasting, amongst others, the Johannesburg Civic Theatre, the Sun International Group and the one year old, but fast-becoming-famous Royal Elephant Hotel & Conference Centre in Centurion.

Subsequent to the announcement, a new division to HLM was created within the group holding company, by the name of HLM Global Sports Events (Pty) Ltd.

HLM Global Sports Events was solely responsible for the food and beverage needs of the general public, excluding hospitality offerings, for four stadiums during the FIFA Confederations Cup 2009, and all 10 stadiums during the 2010 FIFA World Cup.

During the run-up to the World Cup, HLM employed and trained 7500 community members. With the intent of uplifting and empowering local communities, these newly appointed hospitality staff has been expertly educated to extend a wholly South African welcome and warm experience to all stadium visitors. A little army stood ready to feed the world…

“I believe that we pitted the competing concessionary contenders to the goal post, by our sheer passion, innovation, energy and experience. Furthermore, Headline Leisure Management is dedicated towards long-term relationship building between ourselves and the public spheres in which we operate, as well as our commitment to achieving a world class food and beverage solution for the FIFA Confederations Cup 2009 and 2010 FIFA World Cup,” said Michael Deftereos, HLM Managing Director in 2009.

On 12 July 2010, after 30 days, 10 stadiums, 64 games, half a million boerewors rolls, burgers and hotdogs and  three times as many beers and soft drinks served to hundreds of thousands of hungry vuvuzela wielding supporters the little army of caters could close the book on FIFA World Cup 2010, feeling justifiably satisfied.