Mixing Global Sports With Area Business Gainey touts city to South Africa ties
Thursday August 03, 2006
ROY L. WILLIAMS
Birmingham News Staff Writer       

Birmingham, AL -- Nichelle Gainey is a firm believer in the importance of mixing sports with business.

As former marketing director and assistant commissioner of the Southwestern Athletic Conference, she helped promote business relationships at events associated with the SWAC Football Championship Game and other activities in Birmingham.

Gainey is now trying to showcase Birmingham to the world as a member of the 2010 World Cup Organizing Committee for South Africa. She was recently named by the head of the South African Football Association to help the group plan for its hosting of the world's premiere sporting event.

Gainey, who left SWAC in June to pursue her passion for international sports, sees her appointment as a conduit to bring positive international attention to Birmingham and build ties between area businesses and South Africa.

She recently formed Silverstone International, a sports management consulting firm, and in September will set up an office in South Africa.

"I'm committed to bring opportunities for businesses in Birmingham," said Gainey, who was the only American in the South African delegation that attended the 2006 World Cup in Germany.

"As South Africa prepares to host the World Cup in 2010, they will be needing infrastructure so some Alabama companies might get a chance to get involved," she said. "And there will be exhibition games held before the event so who knows, Birmingham might have a chance to host a game if all goes well."

Gainey said her appointment came about through her friendship with Patricia De Lille, the first woman to head a political party in South Africa. Gainey has visited the country several times and hosted De Lille after inviting her to Birmingham a few years ago.

"I have been impressed with Nichelle's dynamic personality, her ability to connect with people, and her business skills in sports administration and marketing," said DeLille. "I believe her skills are exactly what we'll need to make South Africa's World Cup football the best the world has ever seen."

Gainey said World Cup South Africa organizers were impressed with her athletic background and sports consulting work done with clients across the country. Gainey played and coached sports while in high school and college at Alabama A&M. Prior to joining SWAC in 2000, she directed the Science of Sports exhibit at McWane Center for two years.

"Birmingham is excited and proud to have one of its daughters chosen from thousands of people to participate in such a prestigious world event," Birmingham Mayor Bernard Kincaid said of Gainey's appointment.

World traveler:
The child of a military father and Huntsville native mother, Gainey said she has traveled globally for years and realizes the importance of soccer to fans in other countries. But she was taken aback by the enthusiasm of World Cup fans when she attended some matches this summer.

While there as a member of the South Africa organizing committee, she watched 15 games, including the infamous championship match where Italy defeated France when the star French player Zidaine was ejected for head-butting an opponent. "The love and passion for soccer worldwide is phenomenal," Gainey said.

Gainey said she has been encouraged by some to relocate her consulting firm to New York or another big sports market, but she prefers to keep her base in Birmingham.

"I love this city and value the knowledge I gained working at SWAC," she said. "My work there set the foundation for this opportunity I have today."