Os megaeventos esportivos como ferramenta para a promoção internacional do seu país sede: o caso do Brasil

• Autor(a) principal: Roettgers, Cássia
• Data de Publicação: 2013
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Universitário da Ânima (RUNA)
• Texto Completo: https://repositorio.animaeducacao.com.br/handle/ANIMA/10807
• topic: Esporte; Megaevento esportivo; Promoção Internacional

The mega sporting events can be understood as international competitions with high mobilization capacity, which add a large number of athletes in a particular country for a short period of time. Given that two events of these proportions are to be held soon in Brazil - World Cup 2014 and Olympics 2016 - the spotlight of the international media turns to the country. The objective of this study was to verify how mega sporting events can contribute to the international promotion of its host country. For this, it was studied the case of Brazil as host country of the 2013 Confederations Cup, held in the period 15-30 June this year. It was selected the online version of the following newspapers: China Daily (China), The New York Times (United States), Clarin (Argentina), Berliner Zeitung (Germany) and Barneveldse Krant (Netherlands) to verify the inclusion of the country in the international media. It was noted a significant increase in the number of news that mention Brazil in the five newspapers surveyed, during the Confederations Cup. In general, considering the magnitude of these events, they appear as a great opportunity to internationally promote a good image of the host country and to attract tourists, investment and business opportunities. However, the case of Brazil included specific issues that boosted the interest of the international media on the country. The protests, which have occurred since the beginning of June, helped to shift the focus of the grandeur of the event and point it to corruption , social problems of the country and the big spending with mega events in its territory. Therefore, a negative image of the country was internationally disseminated in the media. It is concluded that, in order to make the mega sporting events work as an effective international promotion tool, it is necessary to conduct a preliminary and critical assessment of the capabilities of the country to receive such a major event, and a rigorous study on positive and negative aspects (political, economic and social ) of its implementation.