A Mexico World Cup No-Show Would Be an Economic No-No

Sept. 13 (Bloomberg) -- Something terrible is happening inMexico: The country’s national soccer team is nearing the abyssof elimination from next year’s World Cup in Brazil. A bithyperbolic, I know. After all, Mexico is besieged by muchgreater ills. But in Mexico, the importance of soccer and itsquadrennial celebration can’t be so easily dismissed, andfailure to qualify for the World Cup would reverberate off thefield long after the fans’ wailing and jeering had stopped.

In a country used to dizzying inequality and increasingpolitical polarization, the green jersey worn by the nationalfutbol team serves as an uncommon unifying social force. Just asin other soccer-crazy countries, Mexicans come together when“El Tri” plays. The country’s domestic Primera Division is oneof the continent’s top-grossing leagues, with teams whose appealrivals that of many world powerhouses. During the last World Cupin South Africa, Mexico’s innovative black jersey outsold allothers. According to Adidas AG, more than 1.2 million Mexicanshirts were sold worldwide. More than 15,000 Mexicans traveledto South Africa to support their team (each paying at least$10,000 for the pleasure).