While Latin Americans have traditionally rallied behind football teams from the region who advance deep into the FIFA World Cup, a flood of memes, jokes and criticism has made it clear there is one exception: Argentina.

In one photoshopped image that went viral, Lamine Yamal — who stars for Argentina’s final opponents Spain — is wearing a Brazilian jersey. The snarky caption? “The hope of the Brazilian people.”

The fervour goes beyond the historic rivalry between Pele’s Brazil and Diego Maradona’s Argentina: Mexico, Colombia, Chile, and others are all hoping Lionel Messi’s Albiceleste bite the dust on Sunday.

A similar phenomenon occurred before Argentina won their third World Cup title in Qatar in 2022.

Colombian sociologist German Gomez believes the “dynamic of solidarity … has been broken” with Argentina.

He said the digital era and social networks have fuelled “narratives” that the team is a darling of FIFA and Gianni Infantino, president of football’s world governing body.

“Argentina has had help from referees,” said Francisco Santos, a Brazilian fan trading World Cup stickers at a shopping centre in Sao Paulo, where cheers rang out when England scored first against Argentina in the semifinal.

If Brazil could not become six-time champions, “I would rather see Spain become two-time champions than Argentina become four-time champions,” the 42-year-old said.

Critics say Argentina have received more favourable calls such as penalties and yellow or red cards against opponents, even when such decisions have been backed by FIFA and experts.

“We’re going to cheer for Spain,” said Juan Camilo Abusaid, a 28-year-old finance worker in Bogota, Colombia’s capital.

‘Very political’

Antonio Lopez, 51, a police officer in Mexico City, described Messi as a “legend”.

But he added: “If you’re going to sweat and break your back on the pitch to become champions twice, I accept that. If referees are going to help you, I don’t”.

At a media conference, Mexican President Claudia Sheinbaum jokingly asked journalists which team they were supporting in the final.

“Spain! Spain!” they replied.

For Mexican anthropology professor Jorge Negroe, a specialist in social studies of sport, “this World Cup has proven to be very political”.

Colombian sociologist Gomez added that while Maradona was seen as a revolutionary who confronted FIFA’s power, current narratives perceive Messi as FIFA’s “golden boy”.

National politics has also created resentment.

“I really don’t like Javier Milei (Argentina’s president) at all!” said Rachid Sjoberg, a 29-year-old agricultural laboratory operator in Santiago.

“The idea that he would then boast about having won the World Cup if they win does not sit well with me.”

Argentine fans and some players have also faced accusations of racism — such as a chant sung by the team in the past mocking the black players in the French team as not being really French.

There is also a long history of club-level fans throwing bananas on the field or making monkey gestures at Brazilian fans or black players.

During this World Cup, FIFA condemned racism in a statement after an Argentinian supporter told a black US influencer known as IShowSpeed to go “cry at the zoo” during a livestream.

‘We are unbearable’

Messi himself has acknowledged the strong feelings surrounding whether the team wins or loses.

“Four years ago, we achieved what we wanted: to play the final and be the best for four years. Once again, we have shown that nobody gives us anything for free, and we have put ourselves among the two best again,” he said.

“Let it hurt whoever it hurts.”

A brand of fernet, an alcoholic drink which is hugely popular in Argentina, has taken advantage of the anti-Argentine sentiment with humour.

Under the slogan “We are unbearable,” it launched an advert showing fans from different teams sitting in a therapy circle complaining about Argentina’s unbridled passion for football.

While many in Latin America are rooting against Argentina, the team has received a rapturous response at training camps in the US, with fans chanting “Messi! Messi!”

But some still embrace regional solidarity.

“I’m going to support Argentina because it’s a South American country,” said Valentino Tocto, a 20-year-old student in Lima.