Giant cut-outs and record-breaking flex boards reveal Kerala’s extraordinary love for Latin American football. But beneath this fan culture lies a fascination with Latin America that runs far deeper than the beautiful game.

As World Cup matches unfolded across North America this year, with all their beauty and controversies, another, smaller but related battle was taking shape in the south-western corner of the Indian subcontinent, in Kerala. It was a battle to create the largest flex board celebrating their favourite team in the World Cup.

The first shot of the battle was fired in Palakkad, where Argentina fans created a giant 160-foot display to celebrate their favourite team. The response came from Brazil fans in Nilambur in Malappuram district, with a display stretching 400 feet. The rivalry soon spilt onto social media, keeping up with the tradition of Kerala’s devotional love for Latin American football. When their sentiments were challenged, Argentina fans in Nilambur retaliated with a record-breaking 666-foot display, ensuring that their record would not be easily broken.