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Jul 20, 2018

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World Cup Sticker Shock Has Swiss Paying Triple Brazil's Cost

Sources: Santander estimates, Brazil's central bank, LatinAmerican Post, Panini Modena, Italy-based Panini Group has been selling stickers for every tournament since the 1970 edition in Mexico, and children and adults alike swap stickers in a rush to acquire the players needed to complete the album before the tournament begins -- this year in Russia on June 14. Huddles of collectors trading cards are a familiar sight across Brazil in the months leading up to the football event. In the 2014 World Cup, even then-President Dilma Rousseff joined the frenzy. To read about impact of expanding World Cup on sticker publisher Panini, click here Price variation across the world is similar to that of Big Macs, according to Sobral’s analysis of available price data from 21 countries and the Euro region, although the correlation between prices and GDP per capita is “much weaker,” perhaps due to local labor that’s required for the sandwiches. The biggest divergence in sticker price was between Latin America, particularly Brazil, and Eastern Europe, according to his April 24 report. “I have little data with which to make a claim,” Sobral said. “One possibility is it’s a market position; as Brazil is a big country, by far the biggest economy in Latin America, maybe they prefer to gain in volume rather than in margin. Make the stickers cheap to sell a lot of them.” Phone calls and emails to Panini went unanswered. A total of 682 stickers, known as figurines in Latin America, are needed to complete the collection.

For the original version including any supplementary images or video, visit https://www.bloomberg.com/news/articles/2018-04-25/world-cup-sticker-shock-has-swiss-paying-triple-brazil-s-cost

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