The region, with some 650 million inhabitants, is battling one of the worst rises in inflation in the world, including Argentina, where prices are going to go up 100% this year. This is driving up costs, from soccer figurines and jerseys to snacks and beer to consume during the game.
“The prices are too inflated,” said Brazilian Breno Nery, 20, who was shopping for the popular collectible soccer cards at a Sao Paulo mall. An envelope with five figurines has doubled in value to 4 reais ($0.79) since the 2018 World Cup in Russia.
It’s even worse in Argentina, where the suggested price of a package has shot up 900% to 150 pesos ($0.95) after years of high inflation.. But the scarcity has also caused prices to double or triple online or in alternative markets.
Prices have skyrocketed on everything from merchandise and collectibles to the food and drinks fans are likely to buy when the tournament kicks off this month in Qatar. Brazil and Argentina are among the favourites.
In Buenos Aires, if fans want to buy a soccer jersey, they will also have to reckon with even higher prices thanks to a distorted exchange rate due to tight capital controls and supply chain disruptions.
In Argentina, the new Adidas jersey of the national team will cost 28,999 pesos, which represents an increase of 1,658% compared to the last World Cup, while in Brazil, Nike Inc launched the latest “Seleção” jersey at 349, 99 reais, an increase of 40%.
“This time Brazilian fans will be biting their nails not only cheering on the national team, but also paying their bills,” brokerage XP said in a recent report.
Despite the price increases, sales of Brazilian apparel have jumped 40% compared to 2018 in volume, said Nike distributor Grupo SBF. However, not everyone is convinced.
“I think I’ll wear any T-shirt with ‘Brazil’ written on it,” said Daniel Santos, 20, speaking in a Sao Paulo shopping mall.
The preview of the matches, also more expensive
The World Cup will be held between November 20 and December 18, which is a change from the usual dates that fall in the winter of the region.
Most commonly, fans gather with family and friends to watch the games over a cold beer or celebrate with a barbecue. Meat is now almost 80% more expensive in Brazil than it was four years ago, according to XP, a rise almost three times higher than general inflation. The prices of soft drinks and beer have risen 20%.
Prices for the traditional Argentine barbecue rose more than 600% between June 2018 and August 2022, according to data from local industry group IPCVA. Thus, there is no pocket to hold.
Source: Ambito
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