Cynicism is the sort of word you would expect to enjoy popular coinage at this year's World Cup.

So far we have had a stiff-upper lip dust up over the failed PR exercise to market the five-week event, put down to ignorance and arrogance, to an expected deficit of more than several millions of pounds though a lack of sponsorship, along with other criticisms which includes launching the World Cup song at the end of the month and a failed concert

Just the sort of pitfalls which South Africa's World Cup planning committee for 2003, headed by Dr Ali Bacher, will be avoiding when it starts its campaign to market the event next year.

And when they talk about South Africa, it is not so much the 2003 event but what is happening here and now and how the team has been professionally prepared for the event. Too professional say some critics: they see the side as unsmiling, dour and boring. Lacking in flair and colour. Not at all the sort of charitable view you would, or should expect of Hansie Cronje's team.

One British tabloid writer with a curious interest in the South African squad was moved to suggest that with Pat Symcox, the only worthwhile character in the team now retired, the side had lost its colour.

Not at all the sort of comment to please Minister of Sport, Steve Tshwete, who prefers a dash of 'colour' in the team after all the row about equal opportunities.

In the case of the South African team, however, such unpleasant comments sit lightly on the shoulders of Hansie Cronje who is more bothered by the fitness, form and well-being of his team than misguided outside perceptions.

South Africa have come to England with one thought in mind and that is to win a trophy, not so much as a farewell gift to their coach, Bob Woolmer, but to confirm their status as the best limited-overs side in the world.

The trophy itself looks anything but a grand prize worth placing anywhere but in some forgotten trunk in a garage ( a bit like the tin cup bought from left-over petty cash which the sponsors of the South Africa club championship managed to fork out last season) and left to gather dust.

No doubt it will find a place of honour in the board room when the extensions, being built by United Cricket Board at the Wanderers are finished.

No doubt the steamier side of English tabloids, battling to find something to say about South Africa, might again revert to the uncomplimentary comment. Last year Monday Sport published an unflattering picture of Woolmer yawning on the Lord's balcony during the second Test with the caption, “yawn . . . bored face of a winner'.

Bored or not there is a certain envy of South Africa's ability and record: the won the Commonwealth Games gold medal, the mini World Cup in Dhaka, Bangladesh, and are going to be hard to stop with their ace pacemen, immaculate fielding and reversible batting order and specialist limited-overs tactics.