ABSTRACT
In the period between 1890 and 1910, British sport flourished in a rapidly modernizing Brazilian city. São Paulo boomed as a coffee export centre for the global market, growing into the second largest metropolis in Brazil. New businesses and industries developed and thousands of immigrants from around the world migrated to the expanding South American city. Along with the flow of new residents came new ideas, new attitudes, and new lifestyles. British sporting customs particularly attracted the attention of São Paulo’s wealthy elites and expanding middle classes who saw in these habits the potential to advertize their commitment to modern ideals of civilization and order. The new British-style sporting clubs that sprang up in São Paulo conferred the cultural capital that the leadership castes needed to gain and maintain their hegemony in the city’s rapidly changing social landscape. São Paulo’s press circulated these new sensibilities and revealed that the city’s sporting enthusiasts both reproduced Westernized norms and re-signified athletic sensibilities to fit Brazilian social patterns.
