What are business opportunities on soccer world cup outside lodging?

Through my travel blog I get to receive enquiries daily from private property owners seeking to accommodate soccer fans during the forthcoming world cup. I'm interested at doing a blog post about other possible business opportunities for the locals, since I notice that everything is pinning their hopes on making money through offering their homes to soccer fans.

I'm interested at case studies from those in countries that have hosted the world cup, on how the locals went about to tap into the money brought in by visiting soccer fans.

I'm hugely concerned that here in South Africa, lodging is seen the the saviour for everyone, which means other existing business opportunities will be missed by locals.