Videla and Kissinger visited the Peruvian team to appeal to the concept of Latin American brotherhood, suggesting that Peru should let Argentina win to allow a South American nation to have a shot at World Cup glory.
The international perception of Argentina was negative, with the US imposing sanctions, and countries like France and Sweden seeking information on disappeared citizens. The UN was also compiling lists of the disappeared, leading Videla to claim it was an anti-Argentine campaign by the international left.
The World Cup was used to improve Argentina's image both domestically and internationally. It aimed to show Argentina as a trustworthy and capable country, capable of hosting a major event, which could help wash away the regime's guilt and improve its international standing.
Admiral Massera was a key figure in the organization of the World Cup, being the real football enthusiast within the Junta. He was instrumental in establishing Carlos Lacoste as the organizer and in maintaining close links with FIFA, which helped in the successful staging of the tournament.
The World Cup increased international scrutiny on Videla's regime. While it showcased Argentina's capabilities as a host, it also provided a platform for critics to highlight the regime's human rights abuses, such as the disappearances and torture centers like the ESMA.
The Argentina-Peru match was accused of being fixed, with rumors suggesting that Peru was offered $20,000 each to throw the game. There were also accusations of political prisoner transfers and grain shipments between the countries, though no conclusive evidence was found.
Videla's regime hired a US advertising agency, Burson-Marsteller, to create a slogan, 'We Argentines are righteous and humane,' which was printed on 250,000 bumper stickers. They also took out full-page ads in major newspapers worldwide to combat negative perceptions.
Argentina's victory in the 1978 World Cup was a significant propaganda win for Videla's regime. It helped to project an image of a united and successful Argentina, distracting from the regime's human rights abuses and boosting its international standing.
The 1978 World Cup marked a turning point where the cracks within the dictatorship became more visible. The decline in repression after the World Cup led to increased public unrest and a loss of purpose for the regime, contributing to its eventual collapse.
The 1978 FIFA World Cup rolls into Argentina. A surreal fortnight ensues. Fans flock to revamped stadia, while just metres away prisoners cower - hidden in secret torture facilities. As foreign journalists begin to join the dots, Videla goes into statesman mode. With the tournament in the balance, the dictator and a famous friend pay Argentina’s opponents a friendly visit. It will result in one of the most contentious games in history…
A Noiser production, written by John Bartlett.
Many thanks to Edward Brudney, Robert Cox, Marcela Mora y Araujo, Rhys Richards, Ernesto Semán.
This is Part 3 of 4.
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