Something that most football fans knew anyway, but probably news to the many 'fans' who have jumped on the bandwagon in the last few years since the World Cup has mushroomed.
"Jogo bonito was invented by a sports brand," smirked Roberto Carlos, reliably the most indiscreet member of Brazil's squad. "You can't blame us for that. Brazilian football is intelligent and winning, with great champions - that's what we have always been. When you start talking about the beautiful game, that's more about selling things."
Nike's high-profile World Cup marketing campaign has become an irritant to Brazil. Whenever they do not play beautifully the press taunts them with the phrase joga bonito - play beautiful - as featured on the company's billboards.
After the Ghana win this irritation appeared to reach a tipping point. "Why does Brazil have to play beautifully and the others don't?" said the coach Carlos Alberto Parreira. "If we can, we do. We are not against it, we appreciate it. But much more than playing beautifully we want to be world champions."
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See? That's what it's all about - winning. Mind you, Brazil have only themselves to blame for encouraging the tossers at Nike.
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