Iraq's return to World Cup after decades drives Baghdad cafe, restaurant crowds

BAGHDAD, Iraq — Iraq's first World Cup appearance since the 1986 tournament in Mexico has drawn large crowds to cafes and restaurants across Baghdad, where fans have gathered to watch matches on large screens in air-conditioned venues. Many supporters have preferred these locations over homes during the summer heat, with encrypted broadcasts and limited subscription access adding to the appeal of public viewing spots. Restaurants, cafes and shops in the capital have rolled out match-themed menus, decorations and promotions for the tournament. Several beverage companies have redesigned their product packaging with the Iraqi flag and the colors of the national team. Marketing specialist Ali al-Lami described the trend as "parasitic marketing," tied to major mass events and pursued by companies without official sponsorship deals. Al-Lami said many businesses are prioritizing store occupancy and profit, operating independently of match results. Some Baghdad residents have criticized the advertisements as profit-driven rather than genuine support for the national team, while others see the commercial activity as a natural part of global tournaments. Iraq, drawn in a group with Norway, France and Senegal, will open its campaign against Norway on June 17.