Conflicts cool sales and enthusiasm for the 2026 World Cup in Bolivia

Bolivia's anticipation for the 2026 World Cup is overshadowed by ongoing domestic conflicts and economic hardship. Months of road blockades have severely impacted sales of World Cup-related merchandise, with businesses reporting significantly lower customer traffic compared to previous tournaments.

Shopkeepers in La Paz's El Rosario neighborhood, usually bustling with fans seeking jerseys and accessories, now see fewer buyers. Instead, long queues form at nearby street markets for essential food items, which have become scarce due to the blocked transportation routes. Even festive shops on Illampu street have not prepared special World Cup displays, with only a few selling vuvuzelas and one artisan crafting flags.

Juana Carmen Conde, a football uniform shop owner, lamented the low sales and the difficulty in obtaining World Cup jerseys due to the blockades. She also noted that Bolivia's recent near-qualification for the World Cup, after a 32-year absence since 1994, had initially boosted sales of national team merchandise. However, after their elimination in the repechage, demand for Bolivian gear dropped, though sales of popular international team jerseys like Argentina, Brazil, and Portugal continue at a modest pace.

The overall mood in La Paz is somber, with protests and past disturbances affecting the city center. The population's focus has shifted from World Cup excitement to navigating the immediate challenges of the economic crisis and supply shortages.

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