Missed opportunities: HIV and the 2010 FIFA World Cup.

The international community missed opportunities to raise HIV awareness and reduce transmission risk during the World Cup held in South Africa from 11 June-11 July 2010. With the tournament captivating the entire region, the public health community should have better applied our knowledge and evidence-based interventions to raise the profile of HIV prevention, care and treatment. More should have been done to prevent possible new infections fueled by visitors, alcohol and sports celebrations. Considering the impact of HIV in southern Africa and the amount of funds and effort that go into addressing the problem each year, we cannot afford to miss these opportunities for action.