In the streets of Dallas, Toronto and Mexico City, the flags are already flying. The jerseys are sold by the thousands and the giant screens broadcast in a loop images of the biggest players expected at the 2026 World Cup, which kicks off this Thursday, June 11. The great football festival is about to begin. But behind the popular enthusiasm, another reality emerges: that of a competition that has become, for many, the symbol of an ever-increasing commodification of sport.
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