The power of football stems from the passions it arouses, not just from the game itself but over national and regional pride and expression, this article argues. This allows FIFA to exercise and exploit a lot of influence, not always positive or lawful, over countries especially in World Cup hosting as happened with the 2010 World Cup that finished earlier this month. Read it for an interesting perspective on why football is so popular in Brazil and how this love differs from that of Argentina’s, for instance.