How the most iconic football brand in history built its myth — and why that same myth is now actively undermining the Brazilian's FA commercial strategy
Brazil really are caught in a trap between legacy and legitimacy. Their iconic shirt instantly gives me Pele vibes - as it must do Nike! - but with that the expectation of beautiful football.
But you need the individual players to pull that style off as well as the overriding team connection. I think on-pitch connection is beginning to diminish in many teams (at least in the EPL) and that's where problems occur - money and "I" over cohesion.
I think that's where women's football is becoming more and more attractive - that sense of togetherness (I'm namechecking the Lionesses here), trumps everything else and allows the beautiful game to thrive. When there's connection between players, the intuition helps give space for beautiful moves to happen. The money and "star status" in men's football has helped weaken the sense of togetherness in many teams.
In the EPL, the top teams are those that have transcending individuality with togetherness - we see it less in international men's football. If Brazil could find that, I think the paradox gap could be shortened.
Thanks so much for the insight! You hit the nail on the head. It’s a hard trap to escape since their legacy is often opposed to what modern football requires for improvement. I love your comparison to women's football and that sense of togetherness. It perfectly highlights how “star status” in the men's game has eroded team cohesion in so many squads.
This was a great deep dive! You make such an excellent point that it seems that Brazilian teams are now almost battling their past. The teams now really cannot replicate that same style because most of the players on the team leave Brazil so early in their careers, and the rest of their development is happening in Europe.
I wonder how Ancelotti is going to do with this in this year's World Cup. The good thing about him is that he is such a great man manager, and he is not married to any style of play, and usually ends up getting the best out of his players.
Thank you for the kind words! The trend of players leaving their domestic league so early is definitely linked to the consequences we’re seeing today. As for Ancelotti, I believe the new manager gives them a great opportunity to elevate their performance on the pitch while reinforcing the overall brand.
Brilliant breakdown. You're completely correct regarding the impossible standards set by the 1970 squad. It makes you wonder if Ancelotti’s renowned pragmatism is exactly the 'Option B' they need to break the curse, even if it temporarily clashes with the jogo bonito mythology.
Spot on! Sometimes a temporary pivot to pragmatism is exactly what's required to restore on-pitch success. Breaking the curse with a new manager would ultimately protect the long-term allure of the brand.
One of the best articles I’ve read since joining Substack. It’s a real tension for Brazil as not only is there the expectation that they win, but also that they do so playing aesthetically beautiful football: a standard that no other national side is held to. Perhaps they should look to the Dutch who have evolved away from total football to a more direct approach which has delivered some success considering the population disadvantage they have compared to other footballing nations.
Thanks so much for the comment! I'm really honored.
I've been drafting versions of this piece for a while exactly because of the core issue you mentioned. The tension exists because Brazil's style is deeply emotional for fans—it's why so many fell in love with the game. In a constantly shifting sport, jogo bonito feels like the last bastion.
Interestingly, this tension is felt nationally just as much as internationally. But because Brazilian clubs absolutely dominate the region—especially in the Libertadores—there's much less scrutiny on their local results.
I really love your comparison to Total Football. I believe it's only a matter of time for Brazil. The Dutch had to work through their evolution over several years, forcing fans to redefine their emotional bond with a newer style that still nodded to the past. Brazil isn't there yet. They attempted a sudden, complete switch, and as a result, it has heavily impacted them from both a sporting performance and a marketing perspective.
From an outsiders perspective, I find it interesting how the Brazilian side of 1982 that certainly played with plenty of charisma and flair, seems more fondly remembered than the one of 1994 that was more pragmatic, but ultimately won the WC.
I watched every Brazil game in the 1970 World Cup and then also in 1982. In some ways the wonderful team of 1982 was peak jogo bonito. There was no Pele or Rivelino, but the team of ‘82 was wonderfully fluid and played to a classic samba beat. Arguably though, the tragic defeat to a pragmatic, cynical Italy killed the romantic notion you could win playing beautifully and in 1994 the magnificent central midfield players Dunga and Mauro Silva showed there was another way to win.
I am yet to see a Brazil match under Ancelotti, but given the coach profile, I think he’s the man for the job. He’s a manager who understands his players’ profiles and can use them very well. His only problem might be finding a midfield & defence that can fully support the attacking superstars. This is my opinion on the on-field product.
On the brand and what Brazilian football represents, I don’t think it can be imagined without the classic yellow, green and blue colours.
Adding the Jumpman logo might have worked well for PSG some years back, when they couldn’t get past UCL quarterfinals, but Brazil doesn’t need any of that. The only thing they need is to stick to their brand identity and make sure the players on the field fully represent that.
Agreed 100%! Ancelotti is an incredible manager, especially when it comes to understanding context and team identity. The problem, as you pointed out, really lies in his available options. It speaks to how player development has shifted over the last few years—that classic, highly skilled Brazilian midfielder is becoming a rarity internationally.
Really interesting piece, Carla. Thanks.
Brazil really are caught in a trap between legacy and legitimacy. Their iconic shirt instantly gives me Pele vibes - as it must do Nike! - but with that the expectation of beautiful football.
But you need the individual players to pull that style off as well as the overriding team connection. I think on-pitch connection is beginning to diminish in many teams (at least in the EPL) and that's where problems occur - money and "I" over cohesion.
I think that's where women's football is becoming more and more attractive - that sense of togetherness (I'm namechecking the Lionesses here), trumps everything else and allows the beautiful game to thrive. When there's connection between players, the intuition helps give space for beautiful moves to happen. The money and "star status" in men's football has helped weaken the sense of togetherness in many teams.
In the EPL, the top teams are those that have transcending individuality with togetherness - we see it less in international men's football. If Brazil could find that, I think the paradox gap could be shortened.
Thanks so much for the insight! You hit the nail on the head. It’s a hard trap to escape since their legacy is often opposed to what modern football requires for improvement. I love your comparison to women's football and that sense of togetherness. It perfectly highlights how “star status” in the men's game has eroded team cohesion in so many squads.
This was a great deep dive! You make such an excellent point that it seems that Brazilian teams are now almost battling their past. The teams now really cannot replicate that same style because most of the players on the team leave Brazil so early in their careers, and the rest of their development is happening in Europe.
I wonder how Ancelotti is going to do with this in this year's World Cup. The good thing about him is that he is such a great man manager, and he is not married to any style of play, and usually ends up getting the best out of his players.
Thank you for the kind words! The trend of players leaving their domestic league so early is definitely linked to the consequences we’re seeing today. As for Ancelotti, I believe the new manager gives them a great opportunity to elevate their performance on the pitch while reinforcing the overall brand.
Brilliant breakdown. You're completely correct regarding the impossible standards set by the 1970 squad. It makes you wonder if Ancelotti’s renowned pragmatism is exactly the 'Option B' they need to break the curse, even if it temporarily clashes with the jogo bonito mythology.
Spot on! Sometimes a temporary pivot to pragmatism is exactly what's required to restore on-pitch success. Breaking the curse with a new manager would ultimately protect the long-term allure of the brand.
One of the best articles I’ve read since joining Substack. It’s a real tension for Brazil as not only is there the expectation that they win, but also that they do so playing aesthetically beautiful football: a standard that no other national side is held to. Perhaps they should look to the Dutch who have evolved away from total football to a more direct approach which has delivered some success considering the population disadvantage they have compared to other footballing nations.
Thanks so much for the comment! I'm really honored.
I've been drafting versions of this piece for a while exactly because of the core issue you mentioned. The tension exists because Brazil's style is deeply emotional for fans—it's why so many fell in love with the game. In a constantly shifting sport, jogo bonito feels like the last bastion.
Interestingly, this tension is felt nationally just as much as internationally. But because Brazilian clubs absolutely dominate the region—especially in the Libertadores—there's much less scrutiny on their local results.
I really love your comparison to Total Football. I believe it's only a matter of time for Brazil. The Dutch had to work through their evolution over several years, forcing fans to redefine their emotional bond with a newer style that still nodded to the past. Brazil isn't there yet. They attempted a sudden, complete switch, and as a result, it has heavily impacted them from both a sporting performance and a marketing perspective.
From an outsiders perspective, I find it interesting how the Brazilian side of 1982 that certainly played with plenty of charisma and flair, seems more fondly remembered than the one of 1994 that was more pragmatic, but ultimately won the WC.
Yes! The sheer dominance of that '94 team really works in their favor. It's why they are still so respected today, even if it wasn't peak jogo bonito.
I watched every Brazil game in the 1970 World Cup and then also in 1982. In some ways the wonderful team of 1982 was peak jogo bonito. There was no Pele or Rivelino, but the team of ‘82 was wonderfully fluid and played to a classic samba beat. Arguably though, the tragic defeat to a pragmatic, cynical Italy killed the romantic notion you could win playing beautifully and in 1994 the magnificent central midfield players Dunga and Mauro Silva showed there was another way to win.
I am yet to see a Brazil match under Ancelotti, but given the coach profile, I think he’s the man for the job. He’s a manager who understands his players’ profiles and can use them very well. His only problem might be finding a midfield & defence that can fully support the attacking superstars. This is my opinion on the on-field product.
On the brand and what Brazilian football represents, I don’t think it can be imagined without the classic yellow, green and blue colours.
Adding the Jumpman logo might have worked well for PSG some years back, when they couldn’t get past UCL quarterfinals, but Brazil doesn’t need any of that. The only thing they need is to stick to their brand identity and make sure the players on the field fully represent that.
Agreed 100%! Ancelotti is an incredible manager, especially when it comes to understanding context and team identity. The problem, as you pointed out, really lies in his available options. It speaks to how player development has shifted over the last few years—that classic, highly skilled Brazilian midfielder is becoming a rarity internationally.
Many say, and I’m afraid they’re right, that the last true bearer of joga bonito is Neymar Jr.
Couldn't agree more!