The Czechoslovak national team finished as the runners-up of the 1934 FIFA World Cup in Italy but it was welcomed as moral winners by hundreds of thousands in their home country. Never before had a sporting event been followed so keenly by the largest social strata, thanks to the live radio broadcast of the final match. The tournament left a deep imprint not only in the collective memory but also in popular culture. This paper traces the reception of the event, showing how its image was used as the showcase of the First Czechoslovak Republic, how it was transformed and misused gradually by the communist regime that presented it as a deterrent example of elitism and prima donna behaviour in professional sport, and finally reinvented at the beginning of the 21st century.