O Legado Da Copa E Seu Impacto No Futuro Da Cidade De São Paulo

Abstract

Legacies – structures that are built for events and which remain after the same - are one of the major positive aspects paraded by mega sporting events organizers. This study´s purpose is to analyze the current situation of legacies promised by the many governmental instances for the city of São Paulo - host city of Fifa´s 2014 World Cup – and prospect which legacies will become effective in the city. Preliminary assessments may raise construction concerns, alert the public to keep an eye on undertaken obligations and encourage official actions (Mangan, 2008, p. 1,871). Data was obtained from National Audit Court (TCU) reports, Ministry and United Nations documents, in addition to testimonials and information gathered from some of Brazil´s major press media. Data analysis was conducted by classifying legacies according to tangible and intangible legacy concepts (Kaplanidou and Karadakis, 2010) followed by an analysis of promised legacies versus current status during the period of analysis. Finally, discussions as to most probable to come about legacies were presented. Results indicate that a portion of promised legacies stand a fair chance of achievement. On the other hand, other projects lag behind schedule or have been cancelled. Preliminary surveys suggest full completion of promised legacies is not possible, there has been an overuse of public resources as opposed to that planned, and provide indicatives as to the investment´s high opportunity cost.

Quanto vale o show? O ingresso de futebol sob uma perspectiva hedônica

“…The payoff of these structural investments in terms of rising the sports product value is also worth mentioning, reflected not only in the matchday ticket prices but also in the profitability of transforming these stadiums in multiuse arenas, which provide venues for shows, touristic and cultural attractions, with the Spanish clubs a notable example . Although there is no consensus in the literature on investment legacies that require the construction of arenas for worldwide events like the 2014 World Cup (Cardoso et al, 2013;, poor planning in this sense can contribute to phenomena such as the indebtedness of the social entities that assume the risk of these projects and the emptying stadiums, as seen in Brazilian case (Wieser, 2016). These are indications that although quality is influential, the investment must be made according to the expected receptivity of the fans and STs so as not to fall in the "white elephant" trap, arenas that are difficult to manage the contracts associated with the concession of stadiums and games and that end up building a negative image with the fans if they are not used.…”

“…American Psychological Association (APA) (Cardoso et al, 2013;Reis & Cabral, 2015), inclusive sob uma perspectiva hedônica .…”

“…Há de se retomar nesse sentido os achados de Fleury et al (2016b) de que a atmosfera por si só não apresenta efeito sobre a intenção de retorno a um estádio de futebol, estando relacionada a constructos como satisfação, identidade e percepção de crowding, os quais não foram Ressalta-se também a investigação sobre o retorno desses investimentos na estrutura dos estádios em termos de valorização do produto esportivo, refletida não apenas no preço dos ingressos nos dias de jogo, mas na maximização da rentabilidade pelo uso da estrutura para shows, atrações turísticas e culturais, do que os clubes espanhóis são notável exemplo . Embora não haja consenso na literatura sobre os legados de investimentos, caso das construções de arenas para megaeventos como a Copa do Mundo de 2014 (Cardoso et al, 2013;, o mau planejamento nesse sentido pode contribuir com fenômenos como o endividamento dos entes sociais que assumem o risco desses projetos (Itaú-BBA, 2020) ou afastamento da torcida dos estádios como se vê no Brasil (Wieser, 2016). Estas são evidências de que, embora a qualidade seja influente, é preciso que o investimento seja feito de acordo com a receptividade esperada do consumidor-torcedor, como se verifica no âmbito no marketing esportivo , para não constituir-se no lugar-comum dos "elefantes brancos", arenas de difícil gestão dos contratos associados à concessão dos estádios e jogos e que acabam por construir uma imagem negativa junto ao torcedor caso não aproveitadas.…”

“…In the Brazilian 2019 football season, entities generated around R$ 52.9 billion, representing 0.72% of the country's GDP, of which only 1.4% were retained in taxes (CBF, 2019). Individually, the World Cup hosted by Brazil in 2014 had an impact of R$ 18 billion among several sectors of the economy, such as food, commerce, transportation, hospitality, media, services, etc., which caused a 50% increase in this sport's share in GDP and created a legacy that is the target of a necessary debate about the social benefits and value provided by the event (Cardoso et al, 2013;Reis & Cabral, 2015), including the gains for supporters from a hedonic perspective .…”