Ahead of Sunday's World Cup final, a notable shift in support has emerged across Latin America, with many people saying they will back Spain over Argentina. Commentators, including Brazilian journalist Julia Duailibi, have pointed to racist behaviour by a minority of Argentinian fans during the tournament, and the perceived silence of others, as a key reason for withholding support. The trend matters because it marks a departure from the traditional instinct to back a fellow South American side against European opposition, reflecting deeper regional rivalries and unresolved tensions around race and identity.

According to Argentinian sociologist Nicolás Cabrera, this kind of cross-border allegiance to Argentina's rivals was previously confined mainly to Brazil, Uruguay and Chile, but has spread more recently to fans in Mexico, Colombia and Ecuador. He attributes the growing rift to Argentina's outsized recent success, including three of the last four World Cup finals, while Brazil have not reached a final since 2002, as well as the enduring star power of Lionel Messi. Cabrera also cites the rising frequency of club fixtures between the countries, with the Copa Libertadores expanding from around 20 teams before the 1990s to nearly 50 today, and the amplifying effect of social media in spreading hate speech, racism and xenophobia that were once more marginal.