Abstract

Brazil occupies almost half of South America and is the country with the greatest biodiversity in the world. In the last decade, it hosted the largest sporting events in the world, with the 2014 FIFA World Cup and the Rio 2016 Olympic Games. The preparation for sporting mega-events has improved Brazilian sports management through complex deliveries. This includes the sustainability dimension. The chapter summarizes findings from interviews with four sports managers from the public, non-profit, and for-profit sectors about responsible and sustainable management. Among the results, there is unanimity in the understanding that responsible management encompasses sustainability, the first being related to the intangible values that the organization supports, while the second to the implementation of actions. Goals related to the social dimension are more popular than environmental ones despite the opposite being fostered by international sports organizations such as the Fédération Internationale de Football Association (FIFA) or the International Olympic Committee (IOC) during the mega events in Brazil. In the context of responsible and sustainable management, profit has an expanded meaning going beyond the monetary dimension. Among future trends, the public sector stands out as a developer and supervisor of policies while their implementation relies on the for-profit sector.