摘要
觀賞運動競賽已成為國人從事休閒的選項之一；足球運動被譽為是「世界性的運動」，而四年一度的世界盃足球賽，正是此一風潮的最佳寫照。本屆（2014）賽事主辦國：巴西，將此一賽事命名為「2014（國際足總）巴西世界盃」。巴西世界盃足球賽，除帶來商業經濟效益外，也是各國文化交流的最佳平台。本文採用文獻暨資料整理之方式，分述2014巴西世界盃足球賽所呈現的各種效應，分有：一、主辦國巴西的經濟效益；二、國際足總的收益與球隊的獎金；三、官方贊助商的品牌商機；四、臺灣環保球衣的名利雙收；五、臺灣運動彩券的熱銷；六、看不見的效益—文化洗禮：（一）吉祥物與指定用球的文化意象；（二）開幕典禮表演的文化意念；（三）賽場上運動競技的文化體現；（四）各國球迷族群間的流行文化等，四點省思。世足賽的舉辦，對經濟、文化、國際能見度、外交、觀光皆有助益，有其持續舉辦的價值與意義。期盼2018俄羅斯世界盃足球賽能更精彩、更豐富。同時，也期盼日後我國政府申辦大型國際賽事，亦能以此為借鏡，做好通盤考量與規劃。
並列摘要
Watching sports events has become a big part of people’s recreational life. The best example of this phenomenon is the FIFA World Cup, held every four years. Football has emerged as the ＂sport of the world.＂ In 2014 the 20th FIFA World Cup was hosted by Brazil. World Cup football is becoming increasingly commercialized. It provides both economic benefits and an excellent stage for cultural interactions. For this study, literature review and data summarization were introduced to elaborate a number of effects, including: 1. The positive economic benefits brought to Brazil; 2. Total revenues for FIFA and prize money for participating teams; 3. Business opportunities for official sponsors; 4. Publicity and business for environment-friendly jerseys made in Taiwan; 5. Skyrocketing sales for the Taiwan Sports Lottery; and 6. Hidden benefits and cultural immersion, including: (1) Cultural images of mascots and official balls; (2) Conveyance of cultural images through the opening and ending performances; (3) Realization of sporting and competition culture on the pitch; and (4) The popularity of pop culture among fans around the world. These four points offer a springboard for reflection. The World Cup provides economic and cultural development, international visibility and cultural diplomacy, and boosts every aspect of tourism. The value and significance of organizing this event are high. We anticipate that Russia’s 2018 World Cup will be even more exciting and profitable. Meanwhile, the Chinese government is also looking forward to future bids for major international events, and can use past events as a reference during overall consideration and planning.