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THE GAME AND THE GOODS In this article we analyse the place occupied by Leônidas da Silva1 in the advertising market and his impact on consumption patterns in the 1930s and 1940s, the period of his career as a footballer. Our aim is to investigate the forms through which, in this context, consumption and the advertising narrative capitalized on football as a way to expand purchasing habits and, in the same movement, boost the popularity of the sport, as well as the interest and mobilization surrounding it. Leônidas, a black player in an era notable for explicit racial discrimination in football and in Brazilian society in general, was considered a celebrity, a frequent presence in reports and interviews that went far beyond the limits of the sports press.2 His habits, his humble origins, the events in his career, the polemics in which he became embroiled, the ‘brilliant’ displays of skill and the ‘decisive’ goals were constantly reported by the printed press – newspapers and magazines – and transmitted by the numerous radio broadcasters. Like other celebrities, Leônidas opened stores, starred in adverts, became the iconic face of diverse brands and lent his name to successful products, like Leônidas watches and cigarettes, and Diamante Negro (Black Diamond) chocolate, still sold today. The media’s construction of his public image provides an insight into representations of the first sports celebrities in Brazil and, moreover, reveals a model of articulation between football and consumption that, conceived during this era, continues to permeate the contemporary imagination.

A STAR PLAYER AND THE WORLD OF GOODS: SOCCER AND CONSUMPTION IN THE PUBLIC IMAGE OF LEÔNIDAS DA SILVA