June 17, 2014
By Corrie Purvis, ASI Intern
With the World Cup upon us, there is no denying the fresh breath of soccer America has recently inhaled. Seemingly everywhere are advertisements, events and products focusing on this summer’s action in Brazil. As the World Cup is the world’s most-watched sporting event, it is a great idea to become familiar with some of the most popular promotional products in the soccer industry today.
Aside from the usual gear that surrounds the World Cup (T-shirts, flags, face paint), there are two prominent items that everyone seems to have in Brazil: face masks and caxirolas (pronounced cash-ee-roll-uh). The former, created by companies like GameFace, gives supporters a less-sticky alternative to face paint as fans can simply place their country’s flag (or even favorite player’s face) on their own face to show their pride. The masks provide a large amount of space for advertisements and are relatively inexpensive. While this is a huge product for this summer, the mask doesn’t come close to the controversy and notoriety of the caxirola.
This grenade-shaped maraca is Brazil’s take on another tongue-twisting novelty noisemaker, the vuvuzela, introduced at the 2010 World Cup in South Africa. Based off of the caxixi, a traditional Brazilian instrument, the caxirola was destined to be the talk of the sporting world.
They are small enough to hold in your hand, and much quieter than the aforementioned vuvuzela, sounding more like the hissing of a snake. Their barren exterior is also perfect to add logos or country flags, and the caxirolas come in a wide array of color combinations.
“The image of the green and yellow caxirola, it enchants,” said Brazil President Dilma Rousseff, speaking of her country’s colors. “It is an object that has the ability to do two things: to combine the image with sound and take us to our goals.”
Unfortunately, the noisemaker has been banned from the 12 game locations in Brazil (but are still used outside the gates), as a game leading up to the World Cup featured fans throwing the instruments onto the pitch. This did not stop FIFA from selling them on their online store, however, where they go for $14. Other distributors sell caxirolas both online and in-store.