The aim of the current study is to analyze meanings and resignifications of soccer stadiums based on the concept of ambiance, by taking into consideration physical changes applied to them and affective relationships set with them by fans. The study has focused on Maracanã stadium (Rio de Janeiro, Brazil) after the 2014 World Cup renovation. The herein adopted analysis methodology consisted in assessing fans’ narratives about the stadium and in listing metaphorical expressions that emphasize the (re)signification process of the new stadium. This (re)signification operates in the atmospheric reconstructions of these “temples of the ball” and in ruptures inherent to any transformation process.