$9.30. That’s what they charged for a simple Coca-Cola at Estadio Azteca during the World Cup. Diego López, a Salvadoran sports journalist and presenter, documented it all on video and posted it on his social media under the username @diegolopeztv — and the reaction was immediate.
It’s not a full meal. It’s not a gourmet experience. It’s a can or cup of soda that costs less than two dollars in any store. But inside the stadium, with the match in the background and no other option in sight, the price multiplies by five. That’s how the business of thirst works at major sporting events: the stands become a trap where you can’t leave to look for something cheaper.
What López exposed is not an isolated case — it’s the norm in stadiums around the world during tournaments of this magnitude. The question that remains in the air is when organizers and brands are going to set a real limit on these abuses, or whether they simply trust that fans have no other choice. ⚽