How World Cup football jerseys became political fashion in Latin America

Football jerseys have become contested political symbols across Latin America, with right-wing politicians strategically associating themselves with national team uniforms to project patriotism and appeal to voters. In Brazil, the iconic yellow-and-green kit has become entangled in electoral politics as the country prepares for presidential elections in October. The jersey previously became associated with former president Jair Bolsonaro during his tenure from 2019 to 2023. His son, Flavio Bolsonaro, now running as a far-right candidate, recently declared the yellow shirt as "Bolsonaro's jersey" during the 2026 FIFA World Cup competition.

Colombia has witnessed similar politicization of its national kit. Right-wing President-elect Abelardo de la Espriella incorporated the Colombian jersey into his campaign messaging to emphasize national unity and patriotic values. Despite both nations' elimination from World Cup competition, political actors continue to leverage the symbolic power of these uniforms.

Sociologists studying the phenomenon observe that national sports symbols represent ongoing sites of political contestation and negotiation. Football uniforms function as particularly potent vehicles for politicians seeking to tap into popular nationalism, especially in countries where football occupies a central place in cultural identity. The global prominence of Latin American football—evidenced by Brazil's five World Cup victories and Argentina's three championships—amplifies the symbolic resonance of these jerseys beyond national borders.

For individuals like Paulo Duarte, a Brazilian football enthusiast and merchandise seller, the politicization of the national jersey represents an unwelcome intrusion of partisan conflict into a symbol of cultural pride. He observes that both left and right-wing actors have attempted to claim ownership of the uniform, diminishing its capacity to unite citizens across political divides.