World Cup: Is it a good idea? Exploring the degree of Brazilians' optimism

This paper discusses changing attitudes towards Brazil's hosting of the 2014 FIFA World Cup, examining how these have changed from positive to more negative and how this may impact on sponsoring brands.

World Cup: Is it a good idea? exploring the degree of Brazilians' optimism

Cristiane Coradi and Nelsom MarangoniMC15, Brazil

Introduction

When we were chosen to host the World Cup, everyone cheered, Brazil was successful, the country of the future. The event would be important for the economy and an opportunity for companies and its brands. However, less than one year from the event, a set of events have made Brazilians dismayed and disappointed.

Brazilians are not optimistic (Political and Economic scenarios are not helping). They do not think we are prepared for the event. The great majority...

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