BILLY  GRAEFF Author of Evaluating Organization Development


Adjunct Professor
Universidade Federal de Rio Grande

Billy Graeff is Lecturer at the Federal University of Rio Grande in Brazil (since 2009), where he teaches courses on the sociology of sports and Olympic studies. As a scholar-activist, Billy endeavours to connect his academic work to struggles around the world for social justice and human development.


Billy Graeff is a Lecturer in Sociology of Sport at the Federal
University of Rio Grande - Brazil. He has taught Sociology of
Sport, Olympic Studies, Sport Policy Analysis and Sport and
Globalisation at Loughborough University between
2014-2017. In 2016-2017, he also taught at Nottingham
Trent University, in modules such as sports training
pedagogy and international perspectives on sport and
physical education. He has previously held positions as a
lecturer at the Federal University of Rio Grande do Sul and
UNISEP, both in Brazil.  

Areas of Research / Professional Expertise

    Sociology of Sport, Sport Mega
    Events, Political Economy of Sports, Sport for Development and Peace, Sports Teaching,
    Football, Futsal and Olympic studies.


Featured Title
 Featured Title - Capitalism, Sport Mega Events and the Global South: Graeff - 1st Edition book cover


Third World Quarterly

Capable, splendorous and unequal: international media portrayals of Brazil during the 2014 World Cup

Published: Sep 12, 2019 by Third World Quarterly
Authors: Graeff, B., Monteiro Gutierrez, D., Sardá, T., Bretherton, P., & Bettine, M.

This article examines how Brazil was perceived internationally during the 2014 World Cup (2014WC), for which one of Brazil’s perceived objectives was to enhance its international image to play a more significant role on the world stage. Nine media outlets’ coverage of the 2014WC was analysed using the website Alexa. These outlets published 699 articles about diverse themes relating to Brazilian society.

European Sport Management Quarterly

Do the Olympic Games promote dietary health for spectators? An interdisciplinary study of health promotion through sport

Published: Sep 12, 2019 by European Sport Management Quarterly
Authors: Piggin, Joe, Doralice Lange de Souza, Sabrina Furtado, Matheus Milanez, George Cunha, Bruno Henrique Louzada, Billy Grae

Debates about dietary health promotion at sports events are becoming more prominent and are making food and drink sport sponsorship arrangements increasingly problematic. This study uses choice architecture as a guiding framework to examine how ideas about ‘healthy choices’ for customer food and drink were operationalised at the Rio 2016 Olympic and Paralympic Games in Brazil.



Published: Sep 12, 2019 by Movimento
Authors: Marco Bettine, Diego Gutierrez, Billy Graeff

In this article, based on the analysis of reports from nine international media outlets published during the World Cup and the Olympic Games held in Brazil, we discuss whether the category of soft power can be applied to the Brazil of mega sporting events.