Resumo. ABSTRACT The aim of this study is to analyze the strategies used in a report of Esporte Espetacular program to relate Neymar to the image of the hero and the appropriation of that message by university students. There was use of the technique of focus groups and analytical-descriptive method for collecting and analyzing data. The sample consisted of 24 university students, aged between 18 and 24 years. According university students, the intent of the EE to say that Neymar "cares for the children" is to show the player as an example to be followed by its ethical and moral values.