The first two decades of 21st century were times of great social, economic and political changes in Brazil where sport mega events (FIFA WC 2014, Rio 2016) played a key role in how the nation portrayed and promoted itself in a global scale. Despite the undeniable importance of Presidents Lula da Silva and Dilma Rousseff in attempt to present the country as global protagonist with more political power and social advancements, this works is intended to discuss and extended the discussion upon mega events as different ways of repeating old traditions and practices, (radically) contextualizing the role of other players and agents (sport officials, local politicians, sponsors and local media), their biases and interests, in accordance to traditional colonial processes and the dominant neo-liberal paradigm.