The financialization process resulted in a change in the discourse of the actors involved in quality management, who began to incorporate concepts of financial logic as a way to meet the demands of shareholders capitalism and guarantee legitimacy. Thus, through a documentary research, we sought to investigate the influence of the financial logic in the National Quality Award, analyzing the versions of the Management Excellence Model used in the awards cycles and the companies awarded in the period from 1992 to 2016. The results demonstrated the incorporation of financial logic concepts in the versions of the Management Excellence Model; the predominance of award-winning companies from the electric energy sector, which have been privatized; the existence of board interlockings in the winning organizations; and presidents who have professional experience in financial areas and postgraduate degree in finance, which is the profile most demanded and valued in the finance conception of control.