expressed in the world cup's logo and awards:
Nart warriors – figures from the North Caucasian heroic Nart tales (http://en.wikipedia.org/wiki/Nart_saga).
Several ethnic group in N. Caucasus claim that the Narts (imagined also as Scythians, Sarmats, Alans) have been their mythical or even... real ancestors. Ossetia, where the World cup will be held, is the most active contestant. Narts is a sexy national topic there.
In Ossetia, Narts are everywhere:
(This is a monument of a historic general designed in "Nart style")
Obviously the World cup will not just a FS competition, but also a contest of identities.