While Rio de Janeiro and its famous beaches provide the touristic backdrop of the World Cup, the fevered grip of the world’s most popular sporting event can be felt even in some of the most isolated areas of the rain forest, where outsiders seldom visit. “Football is in our blood,” said Andre Pereira da Silva, 32, the chief of a small community of Sateré-Mawé Indians in Manaus, the largest city in the Amazon, who served as a guide.

When American fans win a major sporting event, they often like to celebrate by turning over cars and burning everything in sight. When Japanese teams lose, it turns out that fans commiserate by cleaning the stadium. On Saturday, Japan lost its first World Cup match with the Ivory Coast by 2-1. While that could have been a demoralizing start for most sports enthusiasts, a bunch of Japanese fans who attended the event at Arena Pernambuco in Recife, Brazil decided to respond with an unbelievably classy move: cleaning up the stadium.

Over the past 12 months, Huawei has signed deals with Borussia Dortmund (Germany), AC Milan (Italy), Arsenal (England), Paris Saint-Germain (France) and Ajax (Holland), all major European clubs who between them have won an average of four European trophies, 16 league championships and 11 domestic league cups.

In Iran, the cycle of presidential elections has coincided with the culmination of the nation’s World Cup qualifying campaigns; for a country whose relationship with the international community has been so complex and problematic, the presence of Team Melli (as they are known) at the tournament has taken on immense significance.

While mega-events can involve colossal facilities of little use post-event, they can also provide reputational benefits and be seen as an investment in a nation's brand.

As Brazil prepares for the World Cup kick-off this Thursday, CPD asked a few experts from the public diplomacy community for their thoughts on what hosting the tournament means for Brazil’s soft power.