Sports events have had different impacts in cities such as Los Angeles (United States), Barcelona (Spain), Fortaleza (Brazil), Rio de Janeiro (Brazil) and Medellín (Colombia). The modern Olympic Games seek that nations gather around sports. Sports values today may go unnoticed, because the event is an excuse to update or to modernize the infrastructure and to change the land-use planning and the appreciation of the land. The article presents an explanation of the process of reproduction of urban space from 1999 to 2015, obtained from a study that favored a dialogue with both the inhabitants of Villa Suramericana and the officials who worked for the organization of the IX South American Games held in Medellín in 2010. It also shows the relationship between sports policy and its articulation with urban development, along with changes in the socio-economic conditions of its population and the appreciation of the land.