Kevin Fine does it for the love of it.

Fans will remember the disappointment when Kevin Fine left 5fm in 2008, after 12 years of "Keeping it Real, keeping it Fine."

In his years on radio, he became the voice of youth culture and action sports. His breakfast show "Kevin's Rise 'n Fine" was unique, drawing listeners to his madcap adventures which included shark cage diving, all night movie marathons around the country, driving lessons for bad drivers, "The Damn Fine Golden Bowl Red Bull Box Cart Team" as well as streaking across the country in aid of clothing the needy! He also camped out on a billboard, David Blaine style, for 5 days as MTN's Man in a Box, and held live "Command Performances" in studio, (just like The Queen) introducing a powerful new platform for his listeners, music stars and their fans.

His work for charitable causes is legendary too. The "Bury me in books" campaign  added over 600 000 books to libraries and the needy. The campaign is still active today and will ultimately deliver 3million books around South Africa. Kevin's vision and tireless work on the project led to his being  awarded the Paul Harris Fellowship, Rotary International's highest honour.

Considering his high profile and amazing ability to get thousands of people fired up, it was a natural progression for Kevin Fine to take up a big challenge. Currently, he's Football Consultant to EA, responsible for all brand activity on the FIFA franchise, including engaging and working with the FIFA 2010 World Cup Commercial Affiliates, Sponsors and National Supporters. Simultaneously he is the Program Manager for the Football For Hope Festival, an official FIFA event to be held in Alexandra township, during the FIFA 2010 World Cup.

The two-week festival will include a program of cultural celebration between the 32 international delegations of boys and girls, aged between 15 and 18, and will demonstrate how the beautiful game can be used as a tool for social development and change. Selected for their contributions in their Soccer for Development programs in disadvantaged communities, the 256 participants will compete in a 5-a-side tournament with no referees. Kevin's love for Football, Development and Music all come together in his role as the facilitator of all the performances at the tournament, from indigenous acts to showcasing the likes of JR, Teargas, Gang of Instrumentals and Skwatta Kamp.

And when the last game is done and dusted, what's in the pipeline for Kevin Fine, we asked.

"It's been an incredible project" said Kevin. "I feel like I will have achieved something amazing when it's done, and I'll have contributed to the legacy of the World's biggest sporting tournament, but I am ready for another challenge. After a two year sabbatical, I would love to get back on air. Whatever it is, it must involve  interactive engagement, meaningful projects and communication. That's what I love."

Which is why Kevin Fine makes a naturally good facilitator - he does it for the love of it.