The World Cup hasn’t started yet, but World Cup consumption is already underway. It doesn’t just happen on the field, but in the Hot Sale carts, in the television shelves, in the WhatsApp groups where meetings are organized to watch the games and in the growing phenomenon of the figurine album.
According to a study carried out by Youniversal’s TrendLab, a consultancy specialized in research and trends led by Ximena Díaz Alarcón, 80% of Argentines declare that they are waiting for the 2026 World Cup, even above Brazil, where interest reaches 70%.
However, unlike other tournaments, the World Cup climate still appears “on standby.” The extended format of 48 teams, high travel and ticket costs, less friendly schedules and a global context marked by uncertainty work as brakes on a more massive euphoria.
“What we see is an interesting tension: there is still no emotional explosion, but there is an enormous ritual preparation. The World Cup has already begun in conversations, in purchases and in the organization of the experience of watching the games”explains Ximena Díaz Alarcón.
Although the enthusiasm appears more contained than in other World Cups, the rituals are still very present. 90% of Argentines plan to watch the games at home accompanied by friends or family, and one in two claims to have hopes for this World Cup. According to the report, these practices function as evidence of a deep emotional involvement that transcends sport.
“The World Cup continues to be one of the few events capable of generating very strong collective rituals. Even in a difficult economic context, people seek to build small moments of celebration and belonging,” says Díaz Alarcón.
One of the most relevant findings of the study appears around the figure of Messi. In the focus groups carried out by Youniversal, an “anticipatory melancholy” emerges linked to what could be the Argentine captain’s last World Cup. This phenomenon is especially reflected in the massive return of the figurine album. The 2026 edition of Panini is the largest in history: 112 pages, 980 figurines and 48 selections.
The Messi figurine is once again the most sought after in the country, promoting a phenomenon that no longer only involves children and adolescents: more and more adults participate in collecting motivated by nostalgia, fanaticism and the desire to “save” a historical moment.
In squares such as Parque Rivadavia, Parque Centenario and Plaza Lezama, hundreds of people gather every weekend to exchange figurines and complete the album. “There is a collective consciousness of the end of an era. Having the Messi figurine today is not just completing an album: it is preserving something unrepeatable”analyzes Díaz Alarcón.
The study also detects a transformation in purchasing habits linked to the World Cup. The Argentine World Cup shopper continues to be impulsive in some categories, 52% buy products to watch the game a few hours before and 42% the day before, but it shows a much more rational attitude in high ticket consumption.
The Hot Sale 2026 data shows that purchase orders associated with football grew 114% compared to a regular week. However, the consumer compares more prices, analyzes promotions and prioritizes financing in installments. The big star of this edition is the television. Three out of ten Argentines say they are considering renewing their screen before the tournament, especially in 65 and 75 inch models.
“The discount is no longer enough on its own. What turns intention into purchase is financing. The consumer is much more strategic and planned than in other world cups,” explains Díaz Alarcón.
For Youniversal, the 2026 World Cup also marks an evolution in the way brands activate their global campaigns. More than isolated campaigns, companies are beginning to think of the tournament as a cultural ecosystem that lasts weeks and where the objective is no longer just to have visibility, but to generate emotional participation.
Among the notable cases is the “Backyard Legends” campaign of adidaswhich brings together Messi, David Beckham and Timothée Chalamet using artificial intelligence to recreate the aesthetic of the ’90s. Also notable is the “No Lay’s, No Game” campaign by Lay’s, which combines humor and international figures such as Beckham, Thierry Henry, Steve Carell and Alexia Putellas.
In parallel, simpler and more accessible actions are beginning to gain relevance compared to large productions. For the study, the brands that manage to democratize the World Cup experience are those that generate the greatest connection. “In Argentina, the true stadium is going to be the living room of the house. The brands that understand that are going to be the ones that best connect emotionally with people,” concludes Díaz Alarcón.
According to Youniversal’s TrendLab, Argentina’s first goal will be the true emotional trigger of the tournament. Until then, the country remains in a preparation phase where purchases, rituals, cabals and contained expectations coexist. But what makes this World Cup unique is something else: the shared feeling of living through the possible closing of an era.
“It’s not just football. There is a very strong need to be present, to not miss this moment. Even those who are going to experience it from their living room feel that they are participating in something historic”concludes Díaz Alarcón.
by MA
