The Beautiful Game
The Beautiful Game (Portuguese: o jogo bonito) is a nickname for association football, first said by the Brazilian footballer Pelé, although football commentator Stuart Hall is the only individual to have claimed to have coined "The Beautiful Game". In his youth, Hall admired Peter Doherty when he went to see Manchester City play at Maine Road and used the term "The Beautiful Game" to describe Doherty's style when playing. Consequently, he used the term "The Beautiful Game" in his commentary career later on in life which popularised the phrase.
The exact origins of the term are disputed. The origin has been attributed to Brazilian footballer Waldyr Pereira (Didi), and the presenter Stuart Hall claimed to have originated it in 1958. The English author and football fanatic H. E. Bates used the term earlier, including in a 1952 newspaper piece extolling the virtues of the game entitled "Brains in the Feet".
In 1977 the Brazilian footballer Pelé named his autobiography My Life and the Beautiful Game. The book's dedication reads "I dedicate this book to all the people who have made this great game the Beautiful Game." The phrase has now entered the language as a colourful description for football and as such was used as part of the title for the 13-part 2002 series charting the history of the game: History of Football: The Beautiful Game.
Sportswear company Nike uses the Portuguese phrase Joga bonito—meaning "play beautifully", and not "beautiful game", which would be Jogo bonito—as one of its slogans for association football products.
Nike began using the slogan Joga bonito in a campaign preceding the 2006 FIFA World Cup in an attempt to curb players behaviours on the pitch . In collaboration with, and promoted by, former international footballer Eric Cantona, Nike released a series of adverts to promote a game that is skillful and dignified, not riddled with theatrics and poor sportsmanship.
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