This article contains information regarding the organisations enjoying a strong branding presence across the Argentina men’s and/or women’s national football teams’ physical and digital assets as sponsors and partners of the Argentine Football Association.
Name of the football association: Argentine Football Association (Spanish: Asociación del Fútbol Argentino; AFA)
Also Read: FIFA Men’s World Cup Qatar 2022 Sponsors
MAIN GLOBAL SPONSORS
The German sportswear giant has been a partner of the Argentine Football Association for 47 years. In July 2011, the two parties announced an extension to their partnership until December 2022.
The Cayman Islands-headquartered cryptocurrency exchange was announced as a Main Global Sponsor of all AFA-affiliated national teams, the title sponsor of Argentina’s topflight of men’s professional football, Liga Profesional de Fútbol (Primera División), which is thusly called Torneo Binance, as well as the exclusive fan token provider in May 2022 as part of a five-year agreement reportedly worth US$40 million.
The partnership was mired in controversy, however, given that this announcement came on the back of the AFA having cut ties with its previous fan token provider Socios.com in January earlier that year alleging “breaches” of contract, which the latter denied. The matter was later settled in September 2022, when Socios.com announced a renewal of its partnership with the AFA and confirmed its status as the Official Fan Token provider of the federation. Binance, meanwhile, has remained a Main Sponsor of the AFA national teams and the title sponsor of the Primera División.
OFFICIAL SPONSORS OF THE ARGENTINA NATIONAL FOOTBALL TEAMS
The American beverage giant also serves as an Official Sponsor to the AFA.
The Sunchales-headquartered Argentinian Insurance company has been an Official Sponsor of the AFA since September 2012. The partnership allows Sancor to be present in all AFA matches and carry out promotional activities including advertising, events and other press actions. Alongside that, the company aims to provide assistance to support developmental activities of various football teams.
YPF (Yacimientos Petrolíferos Fiscales / English – “Fiscal Oilfields”)
The Buenos Aires-headquartered oil and gas company is a long-time sponsor of the AFA. The partnership allows YPF to carry promotional and commercial activities and support the nation’s biggest sport.
In October 2020, YPF renewed its contract with the AFA until 2025. With the renewal, Lionel Messi became “Official Image of the YPF-AFA sponsorship” and was the face of their commercial, En Este Suelo Hay Fútbol.
The 120-year-old Argentinian wine brand has been an Official Sponsor of the AFA since 2018 as part of a four-year deal.
Produced by the CCUA (Compañía de Cervecerías Unidas Argentina), the German beer brand signed with the AFA in October 2019 on a three-year deal to become an Official Sponsor and a Digital Partner of the AFA’s men’s and women’s national teams. The deal ended the AFA’s long-term association with Zarate-based pilsner brand Quilmes.
Naldo Digital is a Junin, Buenos Aires-based Argentinian electronics retail company.
The Buenos Aires-based Argentine sports betting company was announced as an official of the AFA-affiliated national football teams after agreeing a four-year deal with the AFA in May 2022.
The partnership between BetWarrior and the AFA covers the national teams of Argentina in the following sports: football (both men’s and women’s), futsal and beach soccer. The deal also includes sponsorship of the Argentine Cup (Copa Argentina AXION energy) and the National Tournament.
The Curaçao-registered online crypto casino was announced as an Official Sponsor of the Argentina men’s national football team in September 2022.
The partnership sees the AFA explore new revenue streams by further venturing into the crypto world, while for BC.GAME this partnership offers a chance to grow its brand and foster a global community. As per the deal, players from the Argentina men’s national football team are also dictated to engage with BC.GAME players in the future.
The Buenos Aires-headquartered Argentine motorcycle and mini truck manufacturer also serves as an Official Sponsor to the Argentina men’s national football team.
Zanella holds the licence to use images of the team’s players for promotional purposes. The company also runs a pre-game children mascots programme with the AFA for the Argentina men’s national football team’s matches.
The American fast-food giant became a Digital Partner of the AFA in January 2020. The three-year deal provides McDonalds a presence across all digital AFA assets, campaigns and activities involving both the Argentina men’s and women’s national football teams.
The Montevideo, Uruguay-headquartered South America-operating online food delivery service also serves as an official sponsor to the Argentina men’s national football team.
The Thailand-based online financial services company serves as the Online Trading Sponsor of the Argentina men’s national football team.
The Mexican online used-car marketplace also serves as a Digital Sponsor to the Argentina men’s national football team.
The Buenos AIres-headquartered Argentina’s flag carrier airline, owned by the Government of Argentina, also serves as a Digital Sponsor to the Argentina men’s national football team.
The Barueri, São Paulo-based South America-operating online ticket-booking platform and travel arrangement services provider also serves as a Digital Sponsor to the Argentina men’s national football team. The deal entails exclusive discounts for the Argentine team fans promoted via images featuring the players of La Albiceleste.
The Manila-based Asian betting brand was announced as a Regional Sponsor of the AFA in January 2022 in a deal set to run until the end of the 2022 FIFA World Cup.
The AFA’s partnership with Chinese conglomerate Wanda Group began in March 2022 when its sports events, media and marketing division, Wanda Sports, was announced as the exclusive commercial agent in China of all AFA-affiliated national teams of Argentina. The deal was signed with an aim to strengthen the AFA brand in the country.
In April 2022, Wanda Sports brokered a deal for the AFA by on-boarding the Wanda Group’s real-estate division, Wanda Real Estate, as a Regional Sponsor of the Argentina men’s national football team.
The Hohhot, Inner Mongolia-headquartered Chinese dairy products and bottled water brand reached a “strategic cooperation” agreement with the AFA in June 2022, becoming a Regional Sponsor of the Argentina men’s national football team.
The Dubai-based energy drink brand was announced as a Regional Sponsor of the AFA in June 2022.
Online betting platform Duelbits was announced as a Regional Sponsor of the AFA to cover the South American countries (except Argentina) in September 2022. The deal covers all national football teams of the AFA.
The Anand-headquartered Indian dairy giant was announced as a Regional Sponsor of the AFA in October 2022. The deal sees players from the Argentina men’s national football team star in Amul’s Shuru hua sab doodh se ad campaign during the 2022 FIFA World Cup broadcast in India.
Owned by the UAE government, low-cost airline flydubai was announced as a Regional Sponsor and the “airline of choice in the Middle East” of the Argentina men’s national football team in October 2022. The four-month deal sees the two parties collaborate over brand activations.
In November 2022, flydubai also flew a Boeing 737 MAX 8 that sported a livery featuring Lionel Messi, Ángel Di María and Rodrigo De Paul of La Albiceleste as part of its partnership with the AFA.
In October 2022, Jenny Qian and Charles Lu, former executives of Chinese coffee house chain Luckin Coffee, announced that, post the physical launch of the first location their new coffee house chain venture Cotti Coffee in Fuzhou, the company would become a Regional Sponsor of the Argentina men’s national football team for the duration of the 2022 FIFA World Cup. The deal entails sale of La Albiceleste-themed Cotti products throughout the course of the tournament alongside co-branded activations.
Headquartered in Dubai, the UAE, Mashreq Bank was announced as a Regional Sponsor of the Argentina men’s national football team in the Middle East and Egypt in December 2022 in a deal set to run until the end of 2023. The partnership entails joint promotional campaigns featuring Albiceleste players.
The Indian division of the Chinese consumer electronics brand was announced as a sponsor of the Argentina men’s national football team in May 2023.
The deal is aimed at offering Indian fans of the team opportunities to win unique experiences and signed memorabilia, while also entailing production of a limited-edition smartphone aimed at celebrating the team’s FIFA World Cup 2022 triumph.
OFFICIAL VIDEO GAME PARTNER
The Japanese firm behind the Pro Evolution Soccer video game series signed a partnership with the AFA in December 2020. Konami, who is already a partner of clubs like Boca Juniors, River Plate, Flamengo, São Paulo and Corinthians, helps in the global expansion of the AFA brand as its Official Video Game Partner.
OFFICIAL FAN TOKEN
Cryptocurrency-based fan engagement platform Socios.com, which is powered by Gzira, Malta-based blockchain fintech provider Chiliz, was announced as the Official Fan Token provider of the AFA in 2020.
Via Socios.com, the AFA offers fans of the Argentina national teams a chance to obtain Fan Tokens ($ARG) that allow them to participate in several AFA-organised activities. These Fan Tokens are limited in number and can be bought, sold or won in an augmented reality in-game.
In January 2022, the AFA reportedly cut ties with Socios.com alleging “breaches” of contract, which the latter denied. The situation escalated later in May 2022, when the AFA announced Binance as, among other things, its Official Fan Token provider. The matter, however, was later settled in September 2022, when Socios.com announced a four-year renewal of its partnership with the AFA and confirmed its status as the Official Fan Token provider of the federation.
Mundo Selección is an AFA product that is described as a platform dedicated to the fans of the Argentina national football teams. Via Mundo Selección, the AFA is able to offer fans exclusive Albiceleste content, which ranges from training passes to matchday experiences.
Owned by Chilean retail company Cencosud, Easy is an online platform and a chain of retail stores for home accessories, furniture and construction materials that serves as an Official Provider to the Argentina men’s national football team.
Product of the Coca-Cola group, the bottled freshwater brand became an Official Supplier of the Argentinian National team in April 2013.
The energy drink manufactured and marketed by Coca-Cola is a long-time Official Supplier of the AFA.
The Procter & Gamble-owned razor manufacturer—that has Lionel Messi as its Global Brand Ambassador—has been a long-time Official Supplier of the AFA. Apart from providing its products to the national side, Gillette also offers its customers AFA-themed products.
Venus is a Gillette-owned brand of hair-removal products for women.
Buenos Aires-based Argentine electronics manufacturer Noblex has been an Official Sponsor and Supplier of the AFA since June 2007.
During the 2018 FIFA Men’s World Cup qualifiers, Noblex launched a campaign offering full refund on 4K televisions in case Argentina failed to qualify for the World Cup, which at the time was a genuine possibility.