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: CONMEBOL Copa América 2024 Sponsors
MAIN GLOBAL SPONSORS
Adidas
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.
In April 2024, the two parties renewed their partnership to run until 2030. In June 2024, another renewal was announced, with Adidas now set to supply kits to the AFA national teams until 2038.
American Express
New York-headquartered American multinational financial services corporation American Express (or Amex) signed a Global Sponsorship agreement with the AFA in February 2024.
The expanded deal, set to run until 2026, covers the men’s, women’s, and youth national football teams of Argentina. Apart from branding rights, it entails Amex offering its card holders “early access to preferred seats and locations” for the Argentina men’s team matches in Argentina as well as “select international friendlies”, while also offering them “opportunities to participate in meet and greets and training sessions, on a limited basis”.
OFFICIAL SPONSORS OF THE ARGENTINA NATIONAL FOOTBALL TEAMS
Coca-Cola
The American beverage giant also serves as an Official Sponsor to the AFA.
Sancor Seguros
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. Additionally, the company provides 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.
Schneider
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 football teams.
The deal ended the AFA’s long-term association with Zarate-based pilsner brand Quilmes.
BetWarrior
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 football. The deal also includes sponsorship of the Argentine Cup (Copa Argentina AXION energy) and the National Tournament.
Zanella
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.
Cotti Coffee
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 entailed sale of La Albiceleste-themed Cotti products throughout the course of the tournament alongside co-branded activations.
In June 2023, the AFA renewed and expanded its deal with Cotti Coffee, making it a Global Sponsor of the Argentina men’s national football team.
Banco Nación Argentina (BNA)
The Buenos Aires-based financial institution was announced as an official sponsor of the Argentina men’s national football team in December 2022 on a two-year deal.
Panini
The Modena-based Italian publishing company also serves as an official sponsor to the Argentina men’s national football team.
Naldo
The Argentine e-commerce platform also serves as an official sponsor to the Argentina men’s national football team.
4E Exchange
Global financial asset trading platform 4E Exchange signed a global sponsorship agreement with the Argentina men’s national football team in March 2024.
The deal, covering 2024, entails co-operation between the two parties over marketing initiatives.
DIGITAL SPONSORS
McDonald’s
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.
In January 2023, the AFA signed a new deal with McDonald’s, making it a sponsor of the Liga Profesional de Fútbol, Argentina’s top tier of professional club football.
PedidosYa
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.
Aerolíneas Argentinas
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.
SmartSoft Gaming
An online gaming software provider operating on the B2B market, SmartSoft Gaming signed a Europe-focused digital sponsorship agreement with the AFA in October 2023.
The partnership with the Tbilisi-based company, entailing branded merchandise and marketing rights, marks the first European partnership in AFA history.
Assist Card
Latin American travel assistance company Assist Card signed a one-year deal with the AFA in February 2024.
The deal, focusing on the Argentina men’s national football team during the 2024 Copa América, entails branding rights for Assist Card and exclusive benefits for its customers, which include early access to preferred seats for the team’s games as well opportunities to win branded merchandise.
REGIONAL SPONSORS
Yili
The Hohhot, Inner Mongolia–headquartered Chinese dairy products and bottled water brand reached a “strategic cooperation” agreement with the AFA in June 2022, becoming in the process a Regional Sponsor of the Argentina men’s national football team.
PanPan Food
PanPan Food is a China-based food products manufacturer that also acts as a Regional Sponsor of the Argentina men’s national football team in the country.
Duelbits
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.
Amul
The deal saw 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.
Mashreq Bank
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.
TATA Gluco+
Gluco+ is a glucose-based drink brand, a part of Indian conglomerate TATA.
In March 2024, TATA Gluco+ unveiled the “Argentina Jao, Team Argentina Ka Match Dekho” marketing campaign, via which it offered Indian fans of the team a chance to win a fully-paid trip to one of their games in Argentina later in the year.
Dafabet
Based in Makati, the Philippines, online gambling company Dafabet signed a two-year Regional Sponsorship agreement for the whole of Asia with the AFA in March 2023.
bKash
The Dhaka-based mobile services platform was announced a Regional Sponsor of the Argentina men’s national football team in Bangladesh in May 2023.
The partnership entails the two parties promoting “empowerment and financial inclusion through sports” in the country.
Xiaomi India
The deal is aimed at offering Indian fans of the team opportunities to win unique experiences and signed memorabilia. A limited-edition Redmi Note 13 Pro+, aimed at celebrating the team’s FIFA World Cup 2022 triumph, was also released in May 2024.
XTrend
The online trading platform was announced as a Regional Sponsor of the Argentina men’s national football team for the Hong Kong, Taiwan, Vietnam Malaysia, and Singapore markets in August 2023.
ITC
Kolkata-headquartered Indian conglomerate ITC signed a partnership agreement with the AFA in January 2024, which made its snack brands “YiPPee!” and “Bingo!” Regional Sponsors of the Argentina men’s national football team in the country.
VBET
St Julian’s, Malta–based online gaming operator VBET signed a three-year regional partnership agreement with the AFA to become the Argentina men’s national football team’s official European betting partner.
Ala
Ala is a detergent brand owned by British multinational fast-moving consumer goods company Unilever.
OKVIP
In March 2024, Asia-Pacific betting company OKVIP became a Regional Sponsor of the Argentina men’s national football team in Asia.
VSPORTS
The Asian company was announced by the AFA as a Regional Sponsor of the Argentina men’s national football team in Asia in March 2024.
OFFICIAL VIDEO GAME PARTNER
Konami
The Japanese firm behind the Pro Evolution Soccer video game series (now eFootball) signed a partnership with the AFA in December 2020.
Konami, which 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
Socios.com
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.
BUSINESS PARTNER
Mundo Selección
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.
Fanatics
US-based licensed sportswear manufacturer and retailer Fanatics was announced as the Official Ecommerce Partner of the AFA in October 2023.
Apart from branding rights, the long-term agreement entails Fanatics operating and looking after the federation’s official e-commerce store, thereby also offering fans of the Argentina national football teams more branded merchandise.
OFFICIAL PROVIDERS
Bonaqua
Product of the Coca-Cola group, this bottled freshwater brand became an Official Supplier of the Argentina men’s national football team in April 2013.
Powerade
The energy drink manufactured and marketed by Coca-Cola is a long-time Official Supplier of the AFA.
Noblex
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.
Gillette
Procter & Gamble’s personal care brand Gillette is also listed on the official AFA website as one of its Official Providers.
In the past, Gillette has also worked with Lionel Messi.
Always
Always is a brand of menstrual safety pads operating primarily in Latin America.
OTHER DEALS
IMG
The London-based global sports and culture agency was announced as the AFA’s exclusive sponsorship agency for the the APAC (Asia Pacific) region in July 2024.
The two-year deal entails IMG providing “new sponsorship opportunities for the Argentine Association and its men’s and women’s national teams in 39 countries and territories in the region, in the build-up to the 2026 FIFA World Cup.“
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