In a surprising twist on the usual revenue streams of football fan clubs, La Doce, Boca Juniors‘ famous barra brava (fanatic supporters group), has entered the world of high-end gastronomy. The group, known for its intense loyalty to Boca and its controversial leader, Rafael Di Zeo, recently opened a restaurant in Buenos Aires’ Puerto Madero and now hosts exclusive dinners with Di Zeo himself, with fans eager to pay exorbitant prices for the experience.
La Doce: Beyond the Shadow Economy
La Doce has long been known for its sideline business dealings, some bordering on legality. But in recent years, they’ve shifted to more legitimate revenue channels. Besides selling fan merchandise, which has proven highly lucrative, they’ve now rented the name Jugador Número 12 to a restaurant group, Avalos-Bodda, for the new dining spot in Puerto Madero. Business has been booming, showing that fan culture can be just as profitable as it is passionate.
Dine with Di Zeo: A New “Celebrity” Experience
Taking a cue from famous talk shows, Rafael Di Zeo has begun hosting intimate dinners where he shares stories of his life as Boca’s infamous supporter. At roughly 100,000 Argentine pesos per ticket, the dinner sessions accommodate 100 guests, offering them a unique experience filled with anecdotes, stories of past skirmishes, and other insider tales. With demand high, the inaugural event sold out within minutes.
One of the event’s organizers mentioned the surge in demand: “People idolize Rafa. In today’s Boca lineup, maybe only Cavani could generate this kind of excitement. Apart from Riquelme, nobody can rival Di Zeo’s pull.”
A Lucrative Evening
Between the cover charges and merchandise sales, La Doce’s first event reportedly raised close to 12 million pesos, with a portion going directly into Di Zeo’s coffers. The menu, while simple, was adjusted to cater to fans willing to pay for the presence of their hero. Diners enjoyed a three-course meal featuring traditional Argentine dishes like empanadas, ravioli, and an array of local desserts.
While the meal typically costs between 40,000 and 45,000 pesos, Di Zeo’s attendance added an extra 50,000 pesos to each ticket. This approach mirrors previous strategies where La Doce capitalized on its association with Boca’s players, often bringing them to provincial fan gatherings and charging fans for photos and autographs. Di Zeo even organized a similar dinner in 2018 in Comodoro Rivadavia, though tickets were much cheaper then, costing only 500 pesos each—a clear reflection of Argentina’s recent inflation.
Controversies and Legal Challenges
Despite his popularity, Di Zeo’s past remains contentious. His ongoing legal issues, including restrictions on stadium entry and an appeal on an earlier case, haven’t deterred his fans. And while the Ministry of Security recently barred Di Zeo’s associates from attending Boca matches following altercations at the Marcelo Bielsa stadium, Di Zeo himself remains unaffected by these new sanctions.
As La Doce continues to blur the lines between fan culture and commerce, their venture into exclusive dining experiences offers a glimpse into the evolving—and profitable—world of Argentinian football fanaticism. Whether these events will continue to grow in popularity remains to be seen, but for now, Di Zeo is relishing his role as Boca’s most famous fan, both at the dinner table and in the stands.
