Argentina Football signs new deal with KT Men

The Argentina Football Association (AFA) has announced a new partnership with KT Professional’s men’s grooming and personal care brand, KT Men. The partnership will see KT Men launch their GOAT Edition range which will be headlined by Argentina’s stars Lionel Messi, Julián Álvarez and Enzo Fernández. Announced ahead of the FIFA World Cup 2026, the partnership will see KT Men gain official branding rights, co-branded campaigns, merchandising, fan activations, retail integrations and category-focused marketing initiatives across India and global markets.

Leandro Petersen, Chief Commercial & Marketing Officer of the Argentina Football Association, commented,

“India represents one of the absolute most exciting growth engines globally for football, youth culture, and sports-led consumer engagement. We are pleased to partner up with KT Men as the brand designs highly innovative consumer experiences centred around active lifestyles, global football culture, and performance-focused grooming.”

Dhruv Sayani, Founder of KT Men and KT Professional, added,

“India’s grooming industry is hitting a massive behavioural tipping point. Younger consumers today are completely influenced by intense fitness culture, competitive sports, outdoor routines, and performance-driven lifestyles. Despite this shift, most grooming brands still position their products around attraction, basic fragrance, or cosmetic vanity. We identified a clear, massive whitespace opportunity to build real products engineered around movement, high sweat, muscle recovery, active lifestyles, and athlete-inspired routines instead. This is a cultural moment. Football today is emotion, ambition and global unity, and no team or athletes represents that better than the Argentine National Team, featuring Lionel Messi, Julian Alvarez, Enzo Fernandez. The GOAT Edition is KT MEN’s tribute to greatness itself. India has never witnessed a grooming movement of this scale connected to global football icons. The association with AFA gives KT MEN the power to connect with millions of young Indian consumers who dream bigger and live with passion every day.”