FOOTBALL in Argentina

Today merchandising is also a way of communicating the feeling of belonging to a group. This has become completely natural among football fans, not only on a local arena but also worldwide. The new technologies and their modern ways of commercialization have contributed to this fact.

There are fans of Barcelona (Spain), Real Madrid (Spain), Manchester United (England), Chelsea (England), Milan (Italy) and Napolí (Italy) all round the world, even in the most remote sites on the planet. Fanaticism has become globalized and this is also evident when it comes to the great leagues in Argentinian football.

The Boca Juniors and River Plate t-shirts and those belonging to other important Argentinian teams, such as Independiente, Racing, San Lorenzo and Vélez Sarsfield are worn by fans who sometimes have not even set foot on Argentinian soil. This is proof that passion has no territory.

But what is really shocking is that whenever these fans visit our country, they cannot help coming along to some of the many t-shops selling the apparel and the merchandising of the team in question.

T-shirts, pants, kits, hair bands, flags, key-rings, toys, balls, visors or scarves. Anything goes to take home as a souvenir of the beloved team.

I know many people who have emigrated from their countries but have remained loyal to their teams even from a distance. With their rituals, their codes and now their new routines every Sunday. "Life for a love", they say. Football and passion make anything possible.