ABSTRACT
This chapter explains some possibilities of a physical cultural studies (PCS) approach to the study of sport mega-events, particularly pointing to commonalities and differences that host cities and countries have been showing in the recent years. It presents the development that followed the use of the natural environment on the Brazilian identity building, when being a mixed-ethnic society became a virtue to be celebrated. Silk's proposed agenda to analyze the London 2012 as a mediated mega-event, the chapter describes some key points of the Brazilian experience on preparing and hosting the 2014 FIFA Men's World Cup and the 2016 Olympic and Paralympic Games in Rio de Janeiro. The Rio 2016 bid was part of the Brazilian foreign policy agenda to reinforce and establish multilateral relations, to show economic and political growth and its leadership in South America. The Rio 2016 Bid Committee pointed out that youth are part of the strategic vision, motivations and legacy to promote the Olympic Games.
