World Cup 2014 – Brazil’s chance to shine
The Latin country will host the next world cup bringing excitement to those who want to be involved in the ceremony. The major sporting event will put Brazil in the spotlight for a few weeks and the country has been doing its part in investing and promoting the football event to bring the world’s attention to what Brazil has to offer.
Brazil is well known around the world for their football techniques and players that are considered peerless in the field. Brazilians players are already ‘branded’ as unique so the country. The propaganda around the coming event to happen in 2014, is confirming the brand that Brazil already had making it simple to attract the eyes of the world to this welcoming nation.
According to Anholt, countries, when promoting their brand, must develop their infra-structure, culture and always promote the reality and not base their public diplomacy on more than they are able to offer. Brazil has several construction work and other infrastructural projects in the twelve cities that will be hosting matches in 2014. The World Cup is a great opportunity to advertise Brazil as a tourist destination and also offers a chance to showcase their positive image in a broader sense.
* Arena Amazonas is being constructed in 2013 in Manaus with capacity of 42.374 people.
However, Anholt adds the danger of such major event in damaging the image of the host country. [1]
London 2012 will be an example for the Brazilian to be successful in the coming years in hosting two major sporting events. London has been using the event to promote them as the place to be this summer. The Olympics is a great opportunity to attract worldwide attention and to have a ‘brand’ celebrated and known.
[1] Simon Anholt, “Brazil TV Interview with Simon Anholt”, http://globotv.globo.com/globo-news/jornal-das-dez/v/criador-de-raking-dos-paises-afirma-que-imagem-do-brasil-pode-piorar-depois-da-copa/1638007/ (18/04/2012)
References:
Embassy od Brazil in London, “Preparations underway for 2014 World Cup”, http://www.brazil.org.uk/press/pressreleases_files/20090723.html (18/04/2012)
Anholt, S., Places: identity, image and reputation, Basingstoke: Palgrave Macmillan, 2010
Public and Cultural Diplomacy 6 
Bia, I appreciate your view that if Brazil can show itself in a positive light on the TV then this will have a positive outcome for Brazil and the brand it is trying to promote. As you say Brazil will be in the spotlight 24/7 during the tournament, but I think the crucial period for Brazil is the time leading up to the competition.
I have seen on the FIFA website that Brazil is already posting pictures of the efforts being made to redesign certain cities, in particular with the infrastructure – http://www.fifa.com/worldcup/photo/161/717/0/picture.html#1617170
Yet my concerns would be reflected in your reference to Simon Anholt, that a country when promoting itself must promote the reality and not show more than they actually have to offer.
This report from BBC ‘Can Brazil’s economic boom last?’
http://news.bbc.co.uk/1/hi/programmes/newsnight/9672506.stm, highlights my apprehensions for a country trying to create such a positive image of itself for a global event, yet might always be held back by issues such as corruption and bureaucracy. How do you feel about the longevity of this re-branding? Will Brazil be able to exceed this success and continue to maintain its infrastructure and sustain its economic boom, consequently creating a permanent positive image of the country?