The caption stated, “Ivane Padachu Vitta Kadavulukk Pathil Path” (roughly translated to “10 out of 10 to the Almighty who created this guy”), sourced from the movie Aavesham, cleverly referencing Messi’s jersey number. This post was likely geo-targeted, given Messi’s immense fan base in India.
This isn’t surprising if you’ve been tracking the football enthusiasm in Kerala over the last decade. Many aspects of daily life in this region are intertwined with the Latin American squad, especially after their remarkable victory in the 1986 World Cup led by the legendary Diego Maradona.
Flashback
When Pullavoor, a tranquil village near Koduvally in Kozhikode district, awakened one morning before the Qatar World Cup in 2022, it found itself on the global football map, despite not hosting any international matches. This phenomenon started with a 30-foot-tall cut-out of Lionel Messi, donned in Argentina’s iconic white and sky-blue jersey, placed at Kurungattu Kadavu by the Argentina Fans Association of Pullavoor.
“#FIFAWorldCup fever has hit Kerala,” FIFA tweeted on November 8, 2022, featuring images of towering cut-outs of Neymar, Cristiano Ronaldo, and Messi, propelling the village into the limelight just 12 days prior to the tournament’s commencement.
Back to 2026
While Argentina’s various shades of blue and Brazil’s vibrant yellow continue to capture fans’ loyalties, alongside Portugal, Germany, Spain, England, and France, the dynamics have shifted since then, as much has transpired in Pullavoor.
A significant event was the hype surrounding Messi’s supposed visit to Kerala for a match in March 2026. Although no official confirmation came from the Argentina team, many in Kerala were led to believe that their idol was “coming home.” The excitement lasted nearly a year until an official clarification was issued. Consequently, Sports Minister V Abdurahiman faced substantial political repercussions for the blunder. The fiasco regarding the “messed-up Messi trip” was cited as one reason for his setback in the April 2026 elections.
It’s a known fact that when the Middle East encounters a crisis, Kerala is affected, a sentiment increasingly echoed among football enthusiasts.
The Israel-Palestine crisis escalated in October 2023, claiming countless lives. Kerala’s northern districts experienced multiple pro-Palestine protests, with images of Hamas leaders Yahya Sinwar and Ismail Haniyeh prominently displayed atop elephants during local festival parades in Palakkad.
A private apparel firm in Kannur even halted new orders from Israel following bombings in Palestine that month. The company had supplied uniforms for the Israeli Police for eight years, averaging one lakh units per year.
Meanwhile, humanitarian Sreereshmi Udayakumar from Kochi, founder of the ‘Koottu’ collective, garnered praise when Palestinian women and children were seen in viral videos expressing gratitude, reading, “Thank you, Reshmi and her friends from Kerala, India,” in October 2025. She coordinated the delivery of a 3,000-litre water truck to 250 displaced families in southern Gaza with support from friends and supporters.
With the assassination of Iran’s Supreme Leader Ali Khamenei by US and Israeli forces on February 28, 2026, the situation deteriorated further.
Then came Argentina’s President Javier Milei’s visit to Israel from April 19 to 22, 2026. This marked his third trip since assuming office in 2023, focusing on signing the “Isaac Accords,” highlighting the trilateral relationships between the US, Israel, and Argentina.
This development was tough for many hardcore fans to process. Following the Isaac Accords, subtle dissatisfaction regarding their beloved team emerged among certain pro-Palestinian supporters, as indicated by social media discussions and posts. This discontent didn’t fully surface until the World Cup began.
In no time, influencers and television personalities linked Argentina’s football popularity to its political associations. A television segment analyzing Argentina’s large fan base in Kerala and its current ties with Israel was titled, “Is Argentina Pro-Israel?” The program posited that pro-communist Kerala had embraced Argentina partly due to Diego Maradona’s admiration for revolutionary figure Che Guevara, whereas the country is now shifting toward the political right under Javier Milei.
Widespread discontent on social media suggests a decline in enthusiasm from some pro-Palestine Argentina supporters. However, many have not entirely forsaken the team, notwithstanding their frustrations.
Interestingly, Iran’s persistent defiance against the US and Israel has garnered it new admirers. Flex boards celebrating Iran with slogans like “Fighters Iran will not succumb to imperialist US on their soil” have emerged in several areas of northern Kerala.
Meanwhile, prominent Sunni community leader Abdussamad Pookkottur, the state secretary of Sunni Yuvajana Sangham (SYS), has condemned the rising football enthusiasm among Muslim youth.
At an event in Malappuram, he remarked that many young individuals who forgo tahajjud prayers late at night are eager to rise early to watch World Cup matches. Pookkottur criticized the “flex culture” linked to football celebrations, questioning why such practices are present in Kerala but absent in European nations.
He claimed this trend is especially noticeable in regions with substantial Muslim populations, stating individuals who might not contribute small amounts to mosques or madrassas are willing to spend heavily on football flex boards.
While he clarified that watching or playing football isn’t inherently wrong, he urged for moderation in celebrations. He expressed that such fervor would be more understandable if India were competing in the World Cup.
