The entire nation of Paraguay is buzzing with football fever following the 'Albirroja' national team's qualification for the 2026 World Cup. This achievement is acting as a catalyst, injecting new life into Paraguay's stagnant economy. In particular, the advertising and tourism industries are moving quickly to capitalize on the World Cup effect, making significant investments and seeking new opportunities for profit.
Advertising Industry Sees Marketing Opportunity in World Cup Fever
According to Daniel Achaval, president of the Paraguayan Association of Advertising Agencies (APAP), more than 10 advertising campaigns were already underway even before the Albirroja's qualification was confirmed. A fuel brand launched a new campaign with the slogan "We will be back," while a bank aired a spot ad it had been meticulously preparing for a month. Additionally, a food brand hosted various events for fans at the stadium, and a travel agency quickly began promoting and selling World Cup travel packages.
Achaval explained this phenomenon by stating, "Unlike other events, football is a collective experience that everyone participates in and enjoys." He added that because consumption related to everything from game tickets and food to transportation and even TVs explodes, it is an excellent opportunity for advertisers to guarantee a solid return on investment. Indeed, the Paraguayan Football Association (APF) has attracted more sponsors over the past three months, showing an increase in the size of the advertising market. As the demand for special World Cup-related content production grows, so does the demand for personnel, including creative directors, designers, and producers, as well as advertising agencies.
Football games are no longer just about watching the match. Various events, such as musical performances and fireworks before and after the game, are also revitalizing the entertainment industry and providing a new experience akin to a "comprehensive show." Comparing this phenomenon to the South American Games (ASU2022) held in Paraguay in 2022, Achaval anticipates that this World Cup will generate an even greater economic value, just as the 75 million USD investment at that time generated an economic ripple effect of more than 250 million USD.
Tourism Industry Anticipates a 'World Cup Effect' Despite High Costs
Meanwhile, Carlos Cardozo of the Paraguayan Association of Travel Agencies (Asatur) mentioned realistic challenges alongside the high expectations for the World Cup effect. Packages to watch all three of the Paraguayan national team's group stage matches are currently on sale starting at 7,000 USD, but the final cost could increase after the draw in December when the host cities and matchups are finalized.
Specifically, the cost of flights between multiple cities and visa fees are significant burdens. Cardozo advised that "fans who want to watch the World Cup in person should be prepared to spend at least 10,000 USD." Nevertheless, the strong passion of the Paraguayan people for the Albirroja supports the tourism industry's expectation of significant profits from the World Cup effect.
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