The purpose of the research was to analyse, by means of textual strategies, how the politico-ideological use of football in federal government propaganda was used. "This is Brazilian. This is Copa das Copas ", which was conveyed in the television mid in 2014. We use the assumptions of Physical Cultural Studies. The analysis showed that sport was used by the federal government for political and ideological purposes. We have thus identified the strengthening of the feeling of patriotism, the presence of intentionalities aimed at promoting acceptance of the World Copa in Brazil, and intertextual relations aimed at conveying a positive idea of the petist government, then in power of the state, which would compete for re-election in 2014.