This study investigates the American presence and influences in the physical education press to understand the way in which that presence influenced and contributed to the production of a sports culture in the first half of the twentieth century. As historical sources, the study uses periodicals in the field that were published in the period 1932-1950. As a theoretical frame of reference, it uses the repertoire of the New Cultural History in terms of strategy, tactics and devices. It is written in a narrative way, following Ginzburg's style, presenting data and contextualizing them with the historic scene. Clues enabled us to infer that the American presence, which was catalysed by the Brazilian Young Men's Christian Association (YMCA), sought to shape a sports culture from physical education and society. This effort reflected the yearning of Brazilian intellectuals for modernisation and an attempt at cultural colonisation by the government of the USA.