Moscow’s beer kegs are emptying fast and demand for Vladimir Putin T-shirts is overwhelming St. Petersburg street vendors as the World Cup sends business surging across the 11 Russian cities hosting soccer’s biggest show.

The Russian president was counting on just such a boost after U.S. and European sanctions and low oil prices sank the country into recession, and after Russia’s government spent 800 billion rubles ($12.7 billion) to ready for the World Cup. But experts warn the boon won’t last long without deeper change to the oil-reliant, corruption-tainted Russian economy.

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