India, April 15 -- Lili Cantero thinks of soccer as family.

The artist from Paraguay - someone who has built a devoted following in the soccer world, with her work admired by Argentina captain and Inter Miami star Lionel Messi, among others - still has fond childhood memories of gathering with relatives around a radio to listen to matches almost every weekend.

"That's where my love for the game began," Cantero said. "For me, soccer, futbol, is being with family and being with friends. The game is not just a game. It's a culture. It's love. It is family. It is friendship."

And now, it is her work. Leading up to the start of the World Cup in June, Cantero will be putting her specialty - painted soccer balls - in 10 different businesses i...