Shafaq News
Long before the opening whistle of the FIFA World Cupsounded in distant stadiums, Baghdad had already begun its own celebration. Iraqi flags appeared on restaurant facades and café terraces, players’ imagesspread across screens and billboards, and businesses rushed to capitalize on arare moment as the national team returned to the tournament after a 40-yearabsence.
In a city where football often shapes the public mood, theWorld Cup has become more than a sporting event. It has evolved into a socialand commercial season, with fans searching for large screens andair-conditioned venues to escape the summer heat, while businesses compete toattract customers through football-themed promotions and viewing experiences.
Restaurants and cafes across Baghdad say they are preparingfor large crowds during Iraq’s matches. With soaring temperatures and limitedaccess to some broadcasts due to subscription costs, many supporters are optingto watch games in public venues rather than at home.
A Long-Awaited Return
For many Iraqis, the national team’s participation carriessignificance beyond football.
“It is a source of pride to see the Iraqi flag raised atthis international event and to have representation at the World Cup,” MustafaHassan, a player in a local amateur team, told Shafaq News.
Like many in his generation, Hassan views the tournament asan opportunity to reconnect with a sense of national pride that has been absentfor decades.
Iraq will compete in a challenging group alongside Norway,France, and Senegal in its first World Cup appearance since the 1986 tournamentin Mexico.
Hassan said he and his teammates have already arrangedgatherings with friends to watch the matches on giant screens and support thenational side. Yet he also noted another side of the World Cup atmosphere inBaghdad. “Most of these advertisements are purely promotional andcommercial and have little to do with the tournament itself,” he explained,adding that the businesses see it as a good opportunity for marketing andprofit because the competition attracts huge interest among Iraqis.
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Brands Join the World Cup Wave
The blend of national enthusiasm and commercial activity isvisible throughout the capital.
Soft drink companies have redesigned packaging with Iraqinational colors and football-themed imagery. Restaurants have introduced WorldCup-branded meal packaging and promotional slogans, while shops have decoratedstorefronts with football-themed displays. Even everyday consumer products,from canned goods to potato chips, have incorporated tournament-relatedbranding.
Twenty-year-old Rana, who does not usually follow football,said Iraq’s qualification has changed her attitude toward the competition. Thistime is different because the Iraqi team is participating, she told Shafaq News,adding, “I am excited to watch the matches with my family.” However, she believes many advertising campaigns surroundingthe national team's participation are driven primarily by commercial interests.“They do not provide real support to the team. They are mainly trying to markettheir products and make profits.”
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Marketing Opportunity
Ali Al-Lami, a marketing expert, stated that some of thecampaigns fall under “ambush marketing,” where businesses seek to benefit froma major public event without necessarily being official sponsors.
“The World Cup, especially with Iraq’s return, has become apowerful attraction,” Al-Lami told Shafaq News, explaining that Companies,restaurants, and cafes “see it as an opportunity to advertise, attractcustomers, and increase revenue.” He also pointed to “opportunistic marketing,” in whichbusinesses capitalize on major local or international events for commercialgain. Many companies are less concerned with the tournament itself than withfilling seats and attracting customers, regardless of whether Iraq wins orloses. “Such campaigns reflect a broader reality of modern markets,” he said, indicating that brands constantly seek moments that unite people around a shared emotionand "attempt to transform that sentiment into consumer demand."
Divided Opinions
Baghdad residents remain divided over the growing commercialpresence surrounding the tournament.
Muaid Abdul Hussein, 33, said businesses exploiting majorevents is a global phenomenon rather than a uniquely Iraqi one. “Big eventsalways encourage companies to advertise through campaigns that spread acrossstreets, stores, and social media.” While acknowledging that such marketing often seeks tobenefit from public emotions, he said it is not entirely negative. “Theseadvertisements keep people connected to the event and remind them of itconstantly.”
Others take a different view. Abdul Qader Abdul Rahmanbelieves excessive advertising detracts from the spirit of the tournament.
“The World Cup is an event everyone knows and follows everyfour years,” he stressed, noting that the Iraqi public already knows where andhow to watch the matches, “so it does not need this volume of advertising.” He argued that some campaigns are intrusive and focus moreon promoting businesses than on celebrating the tournament or supporting thenational team. “For me, football is a beautiful game that should be enjoyedaway from attempts to turn every moment into a sales opportunity.”
Written and edited by Shafaq News staff.