A banner displayed by Argentina’s national football team after defeating England in the World Cup semifinals has reignited public interest in the disputed Falkland Islands, known in Argentina as the Malvinas, turning the territorial issue into a nationwide cultural phenomenon.

The hand-painted banner reading “Las Malvinas son Argentinas” (“The Malvinas are Argentine”) quickly spread across Argentina, appearing on T-shirts, murals, stickers, jerseys, artwork and social media. Thousands also downloaded a typeface inspired by the banner’s lettering.

The Falkland Islands, administered by Britain since 1833, are claimed by Argentina. The two countries fought a 10-week war over the islands in 1982, leaving 649 Argentine and 255 British troops dead. Britain cites a 2013 referendum in which islanders overwhelmingly voted to remain a British territory.

War veteran Edgardo Esteban said the World Cup had introduced a new generation to the Malvinas issue. Ahead of the semifinal, FIFA prohibited political messages inside the stadium, but Argentine players unfurled the banner after supporters threw it onto the pitch.

The display drew criticism from British politicians and prompted FIFA to charge the Argentine Football Association. Meanwhile, the banner sparked a merchandising boom and renewed political debate in Argentina. Experts say the incident also boosted global awareness, with Google searches for “Malvinas” surging 2,400% after the semifinal.