In popular culture

Religious display of Maradona in Naples

To understand the gargantuan shadow Maradona casts over his soccer-mad homeland, one has to conjure up the athleticism of Michael Jordan, the power of Babe Ruth — and the human fallibility of Mike Tyson. Lump them together in a single barrel-chested man with shaggy black hair and you have El Diego, idol to the millions who call him D10S, a mashup of his playing number and the Spanish word for God.

In Argentina, Maradona is considerer a symbol, a “Sport hero”. He is idolized, receiving the name of “God”. About this idolatry that exists in Argentina over Maradona, his former teammate Jorge Valdano said: "At the time that Maradona retired from active football, left traumatized Argentina. Maradona was more than just a great footballer. It was a special compensation factor for a country that in a few years lived several military dictatorships and social frustrations of all kinds". Valdano added that "Maradona offered to the Argentines way out of their collective frustration, and that's why people love him. There is a divine figure."
Ever since 1986, it is common for Argentines abroad to hear Maradona's name as a token of recognition, even in remote places. The Tartan Army sing a version of the Hokey Cokey in honour of the Hand of God goal against England. In Argentina, Maradona is often talked about in terms reserved for legends. In the Argentine film El Hijo de la Novia ("Son of the Bride"), somebody who impersonates a Catholic priest says to a bar patron: "they idolized him and then crucified him". When a friend scolds him for taking the prank too far, the fake priest retorts: "But I was talking about Maradona". He's the subject of the film El Camino de San Diego, though he himself only appears in archive footage.
Maradona was included in many cameos in the Argentine comic book El Cazador de Aventuras. After the closing of it, the authors started a new short-lived comic book titled "El Die", using Maradona as the main character.
In Rosario, Argentina, locals organized the "Church of Maradona". The "Religion of Maradona" ("Religión Maradoniana" is Spanish) has the same format as the Catholic religion. He is considered the supreme god. Christmas is celebrated on the birthday of Diego, October 30. Maradona's 43rd birthday in 2003 marked the start of the Year 43 D.D. – "Después de Diego" or After Diego – for its founding 200 members. Tens of thousands more have become members via the church's official web site.
Many Argentine artists performed songs in tribute to Diego, like: "Maradó" by El Potro Rodrigo, "Maradona" by Andrés Calamaro, "Para siempre Diego" (Diego forever) by Los Ratones Paranoicos, "Para verte gambetear" (For seeing you dribble) by La Guardia Hereje, "Francotirador" (Sniper) by Attaque 77, "Dale Diez" (C'mon Diez) by Julio Lacarra, "Maradona blues" by Charly García, "Santa Maradona" (Saint Maradona) by Mano Negra, "Si yo fuera Maradona" (If I Were Maradona) by Manu Chao, among others.
And many films, like: Maradona, La Mano de Dios (Maradona, the Hand of God), El Camino de San Diego (Saint Diego's Road), Amando a Maradona (Loving Maradona), Maradona by Kusturica, etc.
A television commercial for Brazilian soft drink Guaraná Antarctica portrayed Maradona as a member of the Brazilian national football team, including wearing the yellow jersey and singing the Brazilian national anthem with Brazilian caps Kaká and Ronaldo. Later on in the commercial he wakes up realizing it was a nightmare after having drunk too much of the Brazilian soft drink. This generated some controversy in the Argentine media after its release (although the commercial was not supposed to air on the Argentine market, fans could see it via internet). Maradona replied that he has no problem in wearing the Brazilian national squad jersey, but that he would refuse to wear the shirt of River Plate, Boca Juniors' traditional rival.