Excitement in Dhaka: Football Fans Gather for World Cup Action
Khalid Hossain arrived at the TSC area of Dhaka University around 8 PM, bringing with him a van full of colorful vuvuzelas. Just a few hours later, Argentina was set to play against Austria in the World Cup match in Arlington, Texas.
The atmosphere was electric, with thousands of fans gathering to watch the game on large screens. For Khalid, it was an ideal opportunity to sell his plastic horns. “If you time it right, you can earn Tk 3,000 to Tk 4,000 in just a few hours,” he noted as he sold out quickly, with long lines of eager buyers waiting.
He sells the vuvuzelas for Tk 50 and Tk 100, depending on their size, and offers discounts of Tk 5 to Tk 10 to fellow supporters from his district of Jhenidah. Khalid also has a day job at a home décor shop in Paltan, but he saves his vuvuzela sales for special occasions. During the World Cup, business takes off.
“You need to choose the right matches,” he explained. “Games with Brazil and Argentina attract the biggest crowds.”
On June 22, fans dressed in jerseys and snacked on various treats from hawkers selling everything from pickles to ice cream, all part of the festive spirit. Although Bangladesh has never qualified for the World Cup, the enthusiasm for the tournament runs deep, sparked by a long-standing rivalry between Brazil and Argentina fans. Each World Cup brings even more excitement.
In Pabna, Argentina fans invested Tk 50,000 in a giant 2,022-foot flag, while a Germany supporter in Magura even sold land to fund a seven-kilometer flag. Public screenings of matches throughout the country attracted huge crowds, with many organizations organizing events that cumulatively led to significant spending.
Jerseys Flying Off the Shelves
The World Cup greatly impacts the apparel industry, with jersey and flag sales rising months in advance. Fans display flags from their homes and yards, creating a vibrant atmosphere. The Bangladesh Sports Accessories Merchant Manufacturers and Importers Association estimates that the country’s sports goods market is worth around Tk 1,500 to 2,000 crore, with the World Cup being a major profit driver.
According to Mukul Patwary, manager at Galaxy Sports in Bashundhara City, jersey sales soar, especially for Argentina, with steady interest in jerseys from other teams as well. This boom in demand has pushed factories to ramp up production as they scramble to meet the excitement surrounding the tournament.
Bangladesh also contributes to World Cup merchandise internationally, with local factories creating jerseys for teams like Cape Verde. The country’s garment sector has seen significant orders linked to the World Cup, although tracking specific sports-related exports can be a challenge.
Fans Turn to Screens
For many in Bangladesh, the World Cup has been part of their lives since figures like Diego Maradona captured hearts in 1986. Television remains the primary way for most fans to follow the action, and with every World Cup, businesses thrive.
Md Mushfiqur Rahman from Fair Electronics noted that demand for TVs is soaring this year, partly due to the timing of the festival of Eid-ul-Azha. Estimated TV sales could reach Tk 1,000 crore, reflecting the growing interest in watching matches at home.
However, a significant shift is happening in how fans watch. During the last World Cup, Banglalink’s streaming service reported a record number of views, with millions opting for digital platforms rather than traditional TV for live matches. This year’s tournament has expanded, featuring more matches and causing a surge in internet traffic, with streaming platforms experiencing massive demand.
Late-Night Snacks on the Rise
The time difference between Bangladesh and the United States means that many matches air late at night. During these hours, food delivery becomes essential for fans. Pathao reported that order volumes increased significantly during the tournament, especially on match days.
Food delivery companies noticed a change in customer habits, with late-night and early-morning orders for meals like fried chicken and coffee becoming popular. Foodpanda even teamed up with jersey vendors to deliver merchandise directly to fans.
Advertising Frenzy
The advertising industry sees the World Cup as a big opportunity, similar to major holiday seasons. Agencies prepare months ahead to create engaging content that connects with football fans. Even brands that don’t run major campaigns want to join the conversation during this time, creating unique football-themed promotions.
The financial stakes are substantial, generating hundreds of crores in economic activity in Bangladesh’s advertising sector during the World Cup, as brands strive to connect with the emotionally charged environment surrounding the matches.
Despite never qualifying for the tournament, Bangladesh proves to be a vibrant football market every four years, capitalizing on the global event’s energy.
Back at TSC, Khalid had sold out of vuvuzelas by halftime. As he joined the crowd to watch Argentina play, he felt like just another fan enjoying the biggest football event in the world, having seized the chance to share in the excitement.
