National identity and sporting mega-events in Brazil

Abstract

Soft power is a two-step process. First, countries need to possess national cohesion and international credibility. Second, they can then project certain marketable images to other countries. When transferred into a discussion of sports, it can be argued that sporting mega-events have become important arenas through which to exercise aspects of this soft power matrix. This article considers Brazil’s hosting of the 2014 FIFA World Cup and 2016 Olympics Games. I seek to understand whether they successfully promoted national cohesion by renewing a Brazilian national identity and healing social divisions. The result, I argue, is largely negative. Neither the World Cup nor the Olympics spread the message of national cohesion hoped for by the political establishment that successfully bid for the events. Instead sporting mega-events in Brazil provided a unity of protest and only the hope, that in time, the periphery can be heard over the centre.