RIO DE JANEIRO June 10, 2026 — With the 2026 FIFA World Cup just months away, fans in Rio de Janeiro are already embracing the excitement, snapping up yellow Brazil national team jerseys, flags, wigs, and other merchandise in hopes of celebrating a record sixth title.
Merchants in bustling street markets reported a surge in sales, with some claiming increases of up to 200% as optimism runs high among supporters. The iconic canary-yellow kits, adorned with the CBF crest, are flying off racks alongside green-and-yellow accessories, replica trophies, and vuvuzelas.
Video footage from the markets shows vibrant scenes: shoppers examining jerseys, families browsing amid hanging flags, and enthusiastic vendors displaying World Cup memorabilia. One store owner proudly hoisted a golden trophy replica overhead, while fans tried on wigs and tested horns in preparation for the matches.
“I left it to the last minute because the World Cup is already starting here,” one smiling fan in a curly yellow-and-green wig told reporters, giving a thumbs-up while holding a green horn. “I’m going for something that makes a lot of noise — and when [the team] starts scoring, I’m gonna make some noise with the horn.”
Brazil, the most successful nation in World Cup history with five titles (1958, 1962, 1970, 1994, and 2002), enters the expanded 48-team tournament as perennial favorites. The 2026 edition, co-hosted by the United States, Canada, and Mexico, represents a chance for the Seleção to end a 24-year drought since their last triumph.
The early merchandise rush reflects Brazil’s deep football culture, where passion for the national team transcends generations. Local markets in Rio are decked out in green and yellow, turning everyday shopping into a pre-tournament celebration.
As the tournament draws closer, expect this fervor to intensify — both in Brazil and among the millions of fans planning to travel across North America. For now, in the streets of Rio, the World Cup has already begun.
Source : REUTERS
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