Os megaeventos, que são, e foram no Brasil, a bola da vez, não são fatos novos e carregam especificidades em função do momento de sua realização, que envolvem contextos sociais diferentes a cada época e em cada lugar. Esta tese analisa a Copa do Mundo FIFA 2014, tomando-a como objeto de pesquisa e considerando sua relação com o turismo a partir de uma perspectiva espacial. Dadas as características dos espaços globais que se realizam no plano local (SANTOS,1994), procuramos analisar a forma como regulações específicas foram propostas pelo Estado para a realização desse megaevento, em consonância com interesses privados; além disso, consideramos o estabelecimento de um estado de emergência onde uma legislação de exceção foi criada a fim de comportar demandas da entidade FIFA e do próprio Estado. Ao definirmos os principais sujeitos, o Estado Brasileiro, a FIFA e as entidades privadas, especificamente, no setor de meios de hospedagem, questionamos como esse megaevento impactou o setor de turismo no Brasil, considerando as cidades-sede contempladas pelo ProCopa Turismo, a saber: Porto Alegre, Rio de Janeiro, Salvador, Recife, Natal e Fortaleza. Logo, o objetivo principal desta tese consistiu na análise da relação entre o megaevento Copa do Mundo, a regulação do território atrelada ao mesmo e a promoção do turismo no Brasil, em especial o segmento da hotelaria nas cidades-sede que tiveram acesso ao programa de governo ProCopa Turismo. Como caminho analítico, procuramos identificar e analisar o conjunto de normas voltadas à realização da Copa no Brasil, analisar o desenvolvimento do turismo considerando o dimensionamento de fluxos e a expansão do setor hoteleiro; apreender o contexto politico das ações que orientaram a realização do megaevento no Brasil. Fundamentando-nos por investigações documentais e bibliográficas fez-se necessário o levantamento de documentos de ordem jurídica, relacionados com a normatização do megaevento e do turismo. Operacionalmente, utilizamos o mapeamento temático cartográfico como recurso analítico. Com isso, chegamos a resultados que permitiram apreender relações contraditórias que se expressaram no objeto de análise. Destacamos o fato de as cidades localizadas na região litorânea terem sido beneficiadas em relação ao recebimento de infraestruturas para o turismo, confirmando nossa hipótese de que o fomento ao turismo viabilizado pela Copa contribuiu para reforçar a concentração espacial de infraestruturas turísticas já muito evidente no território brasileiro. Este megaevento foi estratégico para viabilizar planos bem mais ousados e socialmente pouco eficientes do governo federal, servindo de instrumento para efetivar projetos urbanos que incluíssem mudanças em infraestrutura, econômicas e jurídicolegislativas nos países que os sediam, conforme afirmado por Vainer (2000), Oliveira (2015) e Cruz (2018). / Mega-events, which are, and were in Brazil, \"under the spotlight\", are not new facts and have specific characteristics depending on the moment they are held, which involve different social contexts at each time and place. This dissertation analyzes the 2014 FIFA World Cup, taking it as an object of research and considering its relationship with tourism from a spatial perspective. Given the characteristics of the global spaces that are held locally (SANTOS, 1994), we try to analyze how specific regulations were proposed by the State for holding this mega-event, in consonance with private interests. In addition, we consider the establishment of a state of emergency where exception legislation was created in order to comply with the demands of FIFA and the State itself. When defining the main subjects, the Brazilian State, FIFA and private entities, specifically in the hospitality sector, we question how this mega-event impacted the tourism industry in Brazil, considering the host cities included in the program ProCopa Turismo, namely: Porto Alegre, Rio de Janeiro, Salvador, Recife, Natal and Fortaleza. Therefore, the main objective of this dissertation was to analyze the relation between the mega-event World Cup, the regulation of the territory linked to it and the promotion of tourism in Brazil, especially the hositality sector in the host cities included in the government program ProCopa Tourism. As an analytical path, we seek to identify and analyze the set of rules aimed at the World Cup in Brazil, analyze the development of tourism considering the dimensioning of flows and the expansion of the hospitality sector; to understand the political context of the actions that guided this mega-event in Brazil. Based on documentary and bibliographic researches, it was necessary to collect legal documents related to the regulation of this mega-event and tourism. Operationally, cartographic thematic mapping was used as an analytical resource. Results obtained allowed to understand contradictory relations that were expressed in the object of analysis. We highlight the fact that cities located in the coastal region have benefited from the receipt of tourist infrastructure, confirming our hypothesis that the promotion of tourism made feasible by the World Cup helped to increase the spatial concentration of tourist infrastructure already very evident in the Brazilian territory. This mega-event was strategic to make feasible the much more daring and socially inefficient plans of the federal government, serving as an instrument to implement urban projects that included infrastructure, economic and legal-legislative changes in the host countries, as stated by Vainer (2000), Oliveira (2015) and Cruz (2018).

This study explores the relationship between two theoretical constructs: brand image and brand equity in the context sports sponsorship. The sporting context for the study was the 2003 Rugby World Cup held in Australia. The research focused on the sponsorship relationship between the New Zealand All Blacks and their major sponsor and co-branding partner, adidas. Keller's (1993, 2003) customer-based brand equity models were the conceptual inspiration for the research, with Faircloth, Capella and Alford's (2001) conceptual model - adapted from the work of Aaker (1991) and Keller (1993) - the primary conceptual model. Data was collected from two independent samples of 200 respondents, utilizing simple random sampling procedures. A bivariate correlation analysis was undertaken to test whether there was any correlation between changes in adidas's brand image and adidas's brand equity as a result of the All Blacks' performance in the 2003 Rugby World Cup. Results support the view postulated by Keller (1993, 2003) that brand image is antecedent to the brand equity construct. Results are also consistent with the findings of Faircloth et al (2001) who found that brand image directly impacted brand equity.

Sport is often not a topic one contemplates of when thinking of global and national narratives. For many it is not a valid or significant tool to study race or development. Sport has been minimized to an after school activity or a distraction, but sport crosses many spheres including, but not limited to, politics and identity. It has the capability of influencing people’s histories and growth as an individual. Many scholars have in recent years used the politics of sport as a legitimate way to understand race and global history. The 2014 World Cup presented itself as the perfect subject to analyze various meanings driving the political, economic, and global significance of mega sports events. Brazil’s history with football and the inter-connectedness with politics, nationalism, and racial identity provide an interesting platform to dissect this information and place it in a larger scope within the values of the World Cup. Upon exploration of this topic and several meetings with Professor David Goldblatt, author of the must-read soccer Bible The Ball is Round, I found that the World Cup was exuding with political, economic, and social implications. A few main issues caught my attention: The massive corruption and lawlessness with which FIFA elites seem to operate under, the unbelievable accounts of housing and human rights violations done in the name of football by the Brazilian government, and the inefficient and slow progress of infrastructure preparations.

<p>The study investigates South Africa’s actions and efforts within environmental and climate issues in relation to the country’s hosting of the 2010 FIFA Soccer World Cup. The investigation is conducted by applying idea analysis on the empirical material in order to highlight what ideas South Africa might have when it comes to environmental and climate related measures in connection to the World Cup. The two theories of Behavioralism and Rational Choice are to be compared in order to reveal the true reasons for South Africa’s environmental actions. In addition, an own-formulated hypothesis which claims that measures within environmental issues are improved due to the 2010 World Cup is tested against the empirical material. Results are presented as a review over what is being done today within environmental and climate issues in South Africa and these answers are then connected to the World Cup as it is analyzed concerning how the event affects the country’s policies and efforts within these areas. Finally, a concluding discussion states what role environmental and climate issues have in connection to a major sporting event such as the 2010 FIFA World Cup and how South Africa administers this opportunity to act accordingly and present itself to the rest of the world.</p>

Author: Camilla Andersson Title: The depiction of female and male elite soccer players in Aftonbladet and Dagens Nyheter –  A quantitative and discursive analysis of the World Cup 2002 and 2003 Level of education: C Subject: Media and Communication Studies Umeå University: Department of Culture and Media Studies Term: Spring 2004 Pages: 70   The purpose of this essay is that from a gender theoretical and critical discourse analysis perspective  study how the image of the Swedish football national teams and players in the 2002 World Cup (men) and 2003 (women) were constructed in the media coverage. I analyze articles published in Dagens Nyheter, Swedens biggest morningpaper and Aftonbladet, biggest eveningpaper. The method is based on a quantitative content analysis, and critical discourse analysis in which I use van Dijk's analytical approach.   Issues : 1. What constructed the World Cup in 2002 and 2003  players and teams, from a gender theoretical perspective in the mediatexts? 2. Can the constructions in question 1 (with respect to the World Cup, players and teams ) be attributed to a specific gender discourse and how can they then be explained from a discursive perspective?   Both the content analysis and critical discourse analysis points to significant differences in the attention value of the World Cup in 2002 and 2002.   • It differs in structure / presentation of the actual event where mens World Cup is constructed as a dramatic and historically important event. It has an impact on all pages in the paper: debate  culture, news sites as well on the sports pages. Articles about the female players are more concentrated on the sports pages. • The difference in the portrayal of the fotball players. The portraits of the men are elaborate and well researched. The portraits of the women are much thinner, more of haste. The male practitioner depicted additionally as potent and purposeful and may control the narrative about himself. The image of the female practitioner will be that she "corrects herself nicely " after the reporter team. Women players are also asked to comment on other events, for instance the men´s competition, than the direct cause of the text that should be a portrait of the female player. They are also compared to male players . There are also some cases of differences in language use with a tendency to reduction of the female player. Important to remember, however, is that this is only a small number of texts that have been analyzed. Remarkable, however, are the results from the content analysis that there is much greater focus on the team when it comes to the ladies, and more focus on individuals when the men are described . • The difference in the quality of production with respect to the number of articles , number of writers and in the construction of the articles. The number of articles is on average 5 times as many during the 2002 World Cup about Swedish national team (men) compared to the VM 2003 and the women's national team. Articles are also backed up in a greater extent by the factfile, tables and general articles relating to the World Cup. For the ladies it does not exist the same editorial back-up to lift the event to a few levels higher in readers' rankings. Here the focus is most of the game situation and to the team.   Attention value is higher for men, not only in terms of quantity but also in terms of where the texts are published. It is clear that in the material there is a dominance and importance discourse connected to gender in the surveillance of the World Cup.   Keywords: Mass Communication, Gender, Sport, Daily News Paper, World Cup, Attention Value

This thesis explores two distinctive ways in which sport is deployed as a development strategy in South Africa, and specifically considers how sport may play a role in the configuration of the nation’s cities. First, a case study of the sporting mega-event, the 2010 FIFA World Cup, is presented. It is posited that this tournament was a speculative world-making strategy aimed at elevating host cities and the nation to world-class status. Second, a discourse analysis of South African policy documents regarding the reintroduction of physical education is performed. It is argued that despite the fundamental neoliberal elements of physical education, there is a possibility that if the government maximizes certain opportunities, it could be a way of forging ordinary cities that are based upon equitable access to sport for South African children. These assessments suggest that sport can play a role in both the spatial and symbolic development of cities.

This thesis explores two distinctive ways in which sport is deployed as a development strategy in South Africa, and specifically considers how sport may play a role in the configuration of the nation’s cities. First, a case study of the sporting mega-event, the 2010 FIFA World Cup, is presented. It is posited that this tournament was a speculative world-making strategy aimed at elevating host cities and the nation to world-class status. Second, a discourse analysis of South African policy documents regarding the reintroduction of physical education is performed. It is argued that despite the fundamental neoliberal elements of physical education, there is a possibility that if the government maximizes certain opportunities, it could be a way of forging ordinary cities that are based upon equitable access to sport for South African children. These assessments suggest that sport can play a role in both the spatial and symbolic development of cities.

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The aim of this thesis is to provide a theoretically informed account of the decision-making process in mega sports events policy in Marseille. This is intended to allow an evaluation of the major theoretical frameworks developed in the Anglo-Saxon literature on urban governance and their applicability to the French local government context, and more specifically to the context of sports policy in Marseille. Following an analysis of the development of the local political culture of Marseille, the thesis undertakes a review of theoretical frameworks developed in the urban policy literature identifying three major approaches / concepts which have dominated Anglo-Saxon literature, namely the growth coalition (Logan and Molotch 1987), policy network (Rhodes 1981; 1988), and urban regime (Stone 1989) approaches. These theoretical frameworks have been little used in French urban policy literature (Le Gales 1995; 2003) and feature rarely, if at all, in French sports policy literature. In reviewing this literature the thesis identifies a set of indicators, which may be used in empirical contexts to differentiate growth coalitions from policy networks and urban regimes. A major question for the research is thus to what extent Anglo-Saxon theoretical frameworks / concepts can be usefully employed to understand French decision-making and that of Marseille in particular. Subscribing to critical realism, the thesis aims to give an account of the mega sport event phenomena in Marseille, and of the actors' understanding and interpretation (in effect their social construction) of the phenomena. The data collected were documents for the period 1991 - 2003 from official sources (minutes and proceedings of local government and event-related bodies, reports, political speeches, and local government publications), local press coverage, and interviewees conducted with the major decision-makers. An ethnographic content analysis was made, partly employing a deductive approach based on the set of common indicators developed from the review of urban policy, and partly inductively from themes, which emerged in the analysis (Altheide 1996). The thesis concludes that while there is some evidence of the development of policy networks the specificity of the French context, and that of Marseille, with its heavily state-led approach to policy, means that the use of urban regime, and still less of growth coalition approaches, is not warranted by the evidence.

Orientador: Gustavo José de Toledo Pedroso / Resumo: A cidade moderna, tal qual conhecemos, tem seu desenvolvimento iniciado com os processos de industrialização. Ela desenha-se a partir de seus atributos culturais, comerciais, políticos e econômicos. Nesse sentido, o solo urbano torna-se local de disputa e geração de lucro o que acarreta a mercantilização dos espaços. Mediante tal fenômeno, tem-se materializada nos espaços urbanos, uma disputa que ultrapassa o campo simbólico – a luta de classes. Em questão urbana, denomina-se tal conjuntura como apontando para a segregação sócio espacial. Quando a cidade congrega regiões díspares, com atributos diferenciados relativos a condições mais dignas de vida, e em tal função seu valor cresce exponencialmente, a luta em solo urbano torna-se expressão da questão social, condicionando aqueles que vivem do trabalho, e consequentemente com rendas salariais inferiores se aglutinarem em torno ou em regiões afastadas onde a condição digna de vida permanece aquém da qualidade. Esse cenário é latente na cidade de São Paulo, que mesmo sendo a maior metrópole da América Latina apresenta índices altíssimos de insalubridade e déficit habitacionais. É por este caminho que essa pesquisa se debruça sobre uma análise que corresponda em quais sentidos a vida e a rotina dos moradores de Itaquera, Zona Leste de São Paulo foram prejudicadas em função das obras para Copa do Mundo em 2014. / Abstract: The modern city, as we know it, has its development begun with the processes of industrialization. It draws from its cultural, commercial, political and economic attributes. In this sense, the urban soil becomes a place of dispute and profit generation, which leads to the commodification of the spaces. Through such a phenomenon, it has materialized in urban spaces, a dispute that goes beyond the symbolic field - the class struggle. In urban question, it is called such conjuncture as pointing to the socio-spatial segregation. When the city congregates disparate regions, with differentiated attributes relative to more dignified conditions of life, and in that function its value grows exponentially, the struggle in urban soil becomes an expression of the social question, conditioning those who live from work, and consequently with Lower wages come together around or in remote regions where the dignified condition of life remains below quality. This scenario is latent in the city of São Paulo, which, although being the largest metropolis in Latin America, has extremely high rates of unhealthiness and housing deficits. It is on this path that this research focuses on an analysis that corresponds in what sense the life and routine of the residents of Itaquera, East Zone of São Paulo were hampered due to the works for World Cup in 2014. / Mestre