AFA builds a global brand empire thanks to Messi

Argentina is heading toward its second consecutive World Cup final with Messi as captain, continuing to leverage the global popularity of the Albiceleste to expand the AFA brand.

AFA marketing director Leandro Petersen said the organization is moving toward a model similar to major sports organizations like the NBA, NFL, and the English Premier League. According to Petersen, when he took over the marketing department nine years ago, the association was in a difficult period, with only five sponsors and having been under the intervention of FIFA.

However, after restructuring, AFA now has more than 120 commercial partners worldwide, with many new contracts signed during the World Cup. Major brands like Google, Kalshi, Pirelli, and Spotify have become AFA partners, helping bring Argentine football closer to international fans.

"The AFA brand today is a media platform that can adapt to each culture. This is what we want to maintain in the coming years to continue strengthening our global position," Petersen said.

According to an AFA representative, China and India are currently the two most economically important markets for the association. Each country has more than 10 sponsors related to AFA. The United States ranks third and is growing rapidly, especially as football gains increasing attention in the North American market.

The explosion of the AFA brand has been strongly driven by the image of Messi. Petersen affirmed that the 39-year-old forward is not just a player but also a national icon whose influence extends far beyond sports.

"Messi has shown his love for his country and the Argentine team. That goes beyond the pitch. He is now an ambassador for Argentina worldwide," Petersen commented.

AFA has also established a long-term cooperation plan with Messi after he ends his playing career. According to Petersen, even without wearing the national team jersey, Messi will continue to represent Argentine football globally.

Argentina has seen this model before with the legendary Diego Maradona. Although he passed away in 2020, the image of "El Pibe de Oro" still generates commercial value and remains a symbol of Argentine football. According to Petersen, Messi is following that path by creating "a revolution" of love for Argentina around the world.

With its brand globalization strategy, AFA expects to continue harnessing the power of Argentine football for decades to come, with Messi expected to play a key role in promoting Argentina's image worldwide after his playing career ends.