World Cup bracelet causes frenzy: 12-hour queues and $1,000 resale

The "Rockerfeller Fan Fest" in New York has become a scene of extreme dedication for fans eager to obtain a free, customizable bracelet commemorating the 2026 World Cup. What started as a promotional giveaway by Bank of America has ballooned into a viral phenomenon, with enthusiasts enduring queues of up to 12 hours to secure the souvenir.

The bracelet, adorned with charms representing the World Cup and host cities, has sparked a secondary market, with listings on platforms like eBay and Wallapop reaching as high as $1,000. This surprising resale value highlights the item's desirability among fans, a trend that has even caught the organizers by surprise.

To manage the overwhelming demand, Bank of America introduced a timed entry system. Attendees arrive as early as 6 a.m. to secure a time slot for later in the day, effectively requiring them to spend the entire day at the festival. "We started queuing at 8 in the morning and now, at 5 in the afternoon, we'll pick up the bracelet," said Gisele, a Mexican tourist, noting that the extended wait is filled with festival activities and purchases, including $16 beers.

Fernando Nuñes, a consumer banking executive at Bank of America, confirmed the resale of the free bracelets. He explained that the timed system was designed to prevent massive queues at the counter. Among the most sought-after charms at the New York venue are the soccer ball, the FIFA World Cup trophy silhouette, the Statue of Liberty, and the iconic yellow New York taxi.

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Empezamos a hacer cola a las 8 de la mañana y ahora, a las 5 de la tarde, recogeremos la pulsera. Todo ese tiempo lo hemos pasado haciendo las actividades y tomando algo. Eso sí, la cerveza está a 16 dólares