World Cup 2014: Brazilian Football Gentrification

In 2007, FIFA has named Brazil as the host nation of the Wold Cup 2014. In addition to the celebration of the population, as well as the Brazilian government, this choice led to several structure changes in the country’s football. Until then, the stadiums were democratic places and represented on of the most frequented leisure facilities by the disadvantaged socioeconomic classes. However, in post-modern times – named liquid-modern (Bauman, 2008) – uniformity and standardization are inevitable. Thus, Brazilian soccer clubs implemented the system of “associated fan” that had already been done in Europe and, associated with the construction of new arenas standardized by FIFA, they provoked a gentrification of the national sport. This research aims to discuss this phenomenon in the context of the 2014 WC through the following questions: organizing a mega sports event can influence the leisure practices of the host country population? In the liquid modernity, the commercialization of football necessarily leads to fan’s gentrification? Through a qualitative approach, the theme will be analysed taking into consideration the testimonies of the main actors (organizers, fans, club directors, politicians) in the context of the WC 2014. The fieldwork took place between the years 2013 and 2015 and included two host cities - Belo Horizonte and Rio de Janeiro – of the event. Data collection combined the analysis of official documents – and those published in the press – with participant observation in their spatial and interactive dimensions. Moreover, semi structural interviews were conducted with stakeholders. The temporal aspect - before, during and after the event - contributes considerable data, enabling a comparative analysis in the long term. Indeed, the results show a significant change in supporter’s profile in the stadium after the 2014 WC and a greater commercialization of the sport in the country.