Some spend insane amounts, others queue at dawn or gather for informal swap meets – all to satisfy a passion that combines a love of football, this year’s World Cup in Qatar and the ever-popular pursuit of Panini football stickers.
The stickers, which will be sold in 150 countries, appear to be generating particular excitement in Latin America, given the possibility that this could be the last World Cup for 35-year-old Argentinian soccer icon Lionel Messi, or that a Latin American side could finally break the power of Europe on the cup.
“Almost everything I earn, that someone lends me or owes me, I invest in the stickers,” Argentina’s Hilda Losada told AFP.
The 68-year-old grandmother, who is working to complete her album of nearly 700 stickers — and her grandson’s too — has been in line since 5am to open a store in Buenos Aires.
Stickers have been in short supply in Argentina for days, and the government itself is stepping in to mediate between the Italian publisher and frustrated shopkeepers who want a bigger slice of the juicy deal.
“This is one of the few places you can find them now,” said Losada, who was in a long line of collectors.
Not all will leave happy, and some swear to turn to the black market if need be, even if it costs double the official price of around $1 for five stickers.
Her family tells her she’s crazy, but Losada doesn’t care while happily pursuing her fascination. She’s been collecting the cards every four years since she was “a little girl,” she emphasizes, even if runaway inflation in Argentina – currently 56 percent – doesn’t make it easy.
“Argentina is almost always in an economic crisis,” shop owner Leila Edul shrugged. “But now, with these stickers … the money kind of shows up out of nowhere.”
This is despite the increasing price of a pack since the 2018 World Cup in Russia. In Brazil, the cost has doubled, from 37 US cents to 74 cents.
– ‘We like to trade’ –
“My father bought me three packets,” said an exuberant Tiziano Orselli, 14, as the two inspected the offerings at a swap meet in Buenos Aires’ Rivadavia Park.
“When I saw ‘Argentina 19’ and realized it was Messi, I was too happy,” he said. I showed it to everyone and then I put it there on the album,” he said, his eyes still wide at the thought.
Mauricio Valencia had set up a table on sawhorses and piled it high with stacks of stickers to trade or sell. He said he had previously done this in Colombia because “in Latin America we like to trade (panini) stickers”.
“But it’s not the same here,” he added. “There’s so much passion – it’s packed every weekend.”
Raul Vallecillo, a Panini official in Chile, said sales in Latin America exceeded expectations for the Italian manufacturer, which released its debut album for the 1970 World Cup in Mexico.
The Chilean national team didn’t qualify for this year’s World Cup, which opens in Qatar in November, but Panini sold in a single month what was expected to be four months, he said. The same trend is evident in Venezuela, Colombia and Peru, all of which also did not qualify, he said.
Vallecillo said the infatuation with the cards is reinforced by the likelihood that this will be the last appearance of aging superstars like Messi and Cristiano Ronaldo, as well as hopes that either Argentina or Brazil side will be able to repeat 20 years of the European teams break championship stranglehold.
– street vendor –
In Sao Paulo, collectors have gathered in front of the football museum.
Leandro Fonseca, 40, is on the hunt for special edition stickers, including some featuring Neymar’s picture, which have sold for hundreds of dollars online.
“I’m a late start on ‘extras’ but I’m hoping to fill 20 albums,” he said. “I fill several during each World Cup.”
He said he’s spent around $1,800 to complete seven albums so far.
Resale business is brisk throughout Latin America.
On a busy road in Montevideo, children come out with lists of sticker numbers to try and buy the missing ones.
The stickers of stars like Messi, Neymar and local hero Luis Suarez sell for around 100 pesos ($2.40). Other smaller stars from Uruguay, Argentina or Brazil go for 20 to 50 pesos, while others go for as little as 10 pesos (although a star like Frenchman Kylian Mbappe fetches 50 pesos).
Guillermo Orcile has helped his seven-year-old son Salvador complete his album entirely through swapping.
“It’s important that he understands how trading works, which makes these albums important,” he said.
“Because if it’s just about buying, then the spirit is lost.”
bur-raa/app/lab/sf/jr/gk/bbk/ssy
