Abstract

During the preparations for the Confederations Cup 2013 in Brazil, the International Federation of Association Football (FIFA) announced that it would restrict the sale of an important culinary tradition of the country, known as acarajé, during the 2014 World Cup games. Acaraje, which is listed by the Brazilian Government's Institute of National Historical and Artistic Heritage as intangible heritage – an adored fritter of beans, sauces, and shrimp – has been sold by Afro-Brazilian women around the Fonte Nova stadium in Salvador de Bahia for 60 years, with roots that stretch back to slavery. Based on its ‘Word Cup Law’ that creates ‘zones of exclusivity’ around stadiums and prohibits the practice of street vending during matches, FIFA announced a ban on the sale of acarajé within a two-kilometer radius of the stadium. This paper describes the campaign by a street vendor association against provisions in the FIFA World Cup Law, which exclude traditional sellers and allow only licensed products from tournament sponsors to be sold in proximity to World Cup stadiums, and discusses the impact of identity on this mobilization for social equality. Also highlighted is the role that social media played in the Baianas case, and the impact of these technologies on both protesters and media audiences. Verf.-Referat