This paper explores the phenomenon known colloquially as “Cup Madness”—the intense emotional, social, and behavioral excitement surrounding the FIFA World Cup—through the lived experiences of two foreign tourists, Sara and Mike, during the 2014 World Cup in Brazil. Using ethnographic interviews and observational data, the study examines how visitors navigated Brazilian host cities, fan festivals, and local interactions. Findings suggest that Cup Madness manifests as a mix of euphoria, logistical chaos, cultural immersion, and risk perception.
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The term "Cup Madness" was coined to describe the paradox they observed: a society obsessed with convenience (the "cup") that leads to environmental chaos ("madness"). Their goal was to transform this madness into a movement. Rather than merely dictating policy from the outside, Sara and Mike immersed themselves in the local culture, aiming to rewrite the narrative of consumption from the ground up. Cup Madness: Unraveling the Mission of Sara and
The 2010 season really peaked here. If "work" means exploring Brazil during the Cup, sign us up! ✍️✈️ #CupMadness #MikeInBrazil #TVGold #Brazil2010 Would you like a shorter version or one
When and Mike landed in São Paulo, the cup madness was already at level orange. Streets were painted yellow and green. Vuvuzelas (yes, they had made a comeback) honked at 7 AM. Their Airbnb, located three blocks from the Arena Corinthians, was theoretically a nightmare—constant noise, street closures, and an electricity grid that was buckling under the weight of TV sets showing the replay of the opening goal.