摘要：This article aims at an analysis on the main sports events, which will be held in Brazil in the coming years, and the impact caused on both national and international audience, as well. This issue has been one of the most relevant ones within the Administration area since it will definitely reflect upon the competitive market regarding the two major world sports events to be held in Brazil i.e. the World Cup in 2014, and the Olympics Games, in 2016 leading Brazil to be seen as an international organization, which will contribute not only to the understanding but also to the responsibility required by the whole process. Our proposal involves a reading analysis, where semiotics plays the main role. In other words, one may say that “The 2014 World Cup” reflects a closed event in opposition to “Rio 2016”, where harmony, union can be seen.
关键词：Brazil sports events;image;reputation;marks impact;analysis semiotic;Valor de marca;Imagen, reputación; Mundial de fútbol, análisis semiótico;Valor de marca;imagem, reputação;Copa do Mundo;análise semiótica.
