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            28 / 09 / 16

            Photos, video and takeaways from our event 'Arenas: Sport Cultures and Branding'

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            • Overwhelmed by the political unrest the country was going through as the Olympics came around last month, the games served as a period during which Brazilians put their political dissatisfaction aside and benefitted from soaking in the Olympic spirit that reignited national self-esteem (read what we wrote about this here).

              To celebrate this moment Flamingo São Paulo hosted Arenas: Sport Cultures and Branding, an evening in the Museu do Futebol (Football Museum) in Pacaembú Stadium. A two-hour private guided visit of the museum kicked-off the event and guests were immersed in the high-tech and interactive environment of the museum displays that tell the story of Brazil’s favourite sport, contextualizing it in world history and local culture. Following the visit and cocktails in the museum, Roberto DaMatta, Brazil’s most famous and preeminent anthropologist, spoke about the nuanced nature of sports – the different ways they’re designed, played and viewed, and the dichotomies that form the Olympic spirit.

            • Our semiotics team produced take-away provocations to stimulate guests thinking about the role of sport and brands in culture, showcasing the power of semiotic analysis. A pdf of this booklet in English can be dowloaded by clicking the icon to the left side of the image. We hope you enjoy reading it.

              A summary of the evening was captured in this short video.