The ueno Rally del Paraguay doesn’t just rev up engines on the country’s roads. It has also become a major economic driver for sectors linked to tourism, commerce, and domestic industry. One of these is the sports apparel sector, which sees the world’s premier motorsports event as a unique opportunity to develop products, create jobs, and strengthen Paraguayan brands.
The official collection for the 2026 Ueno Rally del Paraguay is now available and features 37 different products, according to Luis Bogado, CEO of the Paraguayan company Kyrios, which is responsible for manufacturing the official line.
The collection includes T-shirts inspired by the rally routes, shirts, and jackets specially designed for August’s cold temperatures, as well as caps, keychains, scarves, hoodies, and various accessories aimed at both local fans and foreign visitors.
“The Rally is the ultimate challenge to ensure no one is left without their gear,” Bogado summarized, referring to the massive production and distribution operation required to supply thousands of fans of the competition.
A brand gaining ground at breakneck speed.
The Paraguay Rally quickly established itself as one of the fastest-growing sporting events in terms of visibility within the country and the region. Following the successful debut of the Paraguayan round of the World Rally Championship (WRC), the event’s brand and logo achieved a level of recognition rarely seen in such a short time.
Expectations for the 2026 edition are even higher. After drawing more than 210,000 people in 2025, organizers estimate that the new edition could exceed 400,000 attendees, making it one of the largest tourism and sporting events in Paraguay’s recent history.
This growth is also driving the development of official merchandise that allows fans to identify with the event and take home a piece of the rally’s World Rally Championship experience.
From a Family Kitchen to a Company with More Than 250 Employees
Kyrios’s story is also a testament to the growth of the national industry. Bogado recalled that the company’s beginnings date back to 1999, thanks to his father’s efforts.
“The pioneer was my dad, who in 1999 started out in the kitchen of my grandmother’s house in Presidente Franco, Alto Paraná—where I grew up surrounded by fabrics and clothing—and today we have more than 250 employees.”
Currently, the company has retail locations in Asunción, Luque, Presidente Franco, and Encarnación, in addition to online sales through the official Rally del Paraguay website. The company also plans to expand its presence through new retail spaces in shopping centers across the country.
Experience in Major Sporting Events
Kyrios’ history is closely tied to Paraguayan sports. The company currently outfits clubs such as Sol de América and Sportivo Luqueño, and the store in Luque is one of its busiest thanks to the loyalty of the “auriazules” fans.
The company has also produced apparel for athletes, volunteers, and organizing teams at major international competitions held in the country, including the 2022 Odesur Games and the 2025 ASU Junior Pan American Games, as well as for sports federations and organizations.
Among its most successful products is the “Anga Mbarete” (Strong Soul) line, a collection inspired by the passion of the Albirroja that sold more than 50,000 units during the 2026 FIFA World Cup.
With growing demand, an expanding commercial network, and the excitement generated by a new edition of the World Rally Championship, the Paraguayan apparel industry finds in the Paraguay Rally an unprecedented promotional platform, capable of showcasing national brands and generating business opportunities both within and outside the country.
