How World Cup football jerseys became political fashion in Latin America
In Colombia and Brazil, far-right leaders have sought to associate themselves with their country's national football kit, turning jerseys into political symbols and sparking controversy and legal battles.
National football jerseys in Latin America have become a battleground for political symbolism, as far-right leaders in Colombia and Brazil try to claim them for their campaigns.
Brazilian shirt collector Paulo Duarte says politicians exploit the jersey for personal gain, making him sad. He notes both sides do it. In Brazil, the yellow jersey was linked to former President Jair Bolsonaro, and his son Flavio now calls it "Bolsonaro's jersey" during the 2026 FIFA World Cup.
In Colombia, President-elect Abelardo de la Espriella used the national team kit heavily in his campaign to project patriotism and national unity. His strategist Carlos Suarez says the shirt symbolized unity around a common goal: saving Colombia.
Sociologist Bryan Clift points out that football jerseys are a powerful way for politicians to tap into popular nationalism. Although both countries have been eliminated from the World Cup, the battle over the jerseys continues.
In Colombia, left-wing candidate Ivan Cepeda accused de la Espriella of "stealing" the country's jersey, and a court even banned the candidate from using it in campaigning. However, the ban only strengthened supporters' attachment to the shirt.
In Brazil, Professor Marco Bettine says the political dispute is no longer simply about sporting success, but about who has the legitimacy to represent the nation. Historically, the jersey has been used for political purposes since the era of Getulio Vargas in the mid-20th century.
Politician Daniel Monroy from the left-wing coalition objects to the politicization of the jersey, emphasizing that it belongs to all Colombians, not any one group.
