This article contains information regarding the organisations enjoying a strong branding presence across the Paraguay men’s and/or women’s national football teams’ physical and digital assets as sponsors and partners of the Paraguayan Football Association.

Name of the football association: Paraguayan Football Association (Spanish: Asociación Paraguaya de Futbol; APF)

Also read: CONMEBOL Copa América 2024 Sponsors

Main Sponsors 

Tigo Sports

Paraguayan television broadcaster Tigo Sports is the official broadcaster of the APF, having signed a three-year, US$55m deal in 2020.

In October 2023, the two parties signed a new multi-year extension agreement. 

Ueno Bank 

Ueno is a digital banking company that provides financial services to entrepreneurs.

Shell

Shell is a British multinational oil and gas company headquartered in London. It is the second largest investor-owned oil and gas company in the world by revenue (after ExxonMobil) and among the world’s largest companies out of any industry. 

Puma

German multinational athleticwear and footwear corporation Puma was previously Paraguay’s kit sponsor from 1999 to 2007 before it got replaced by rival German brand Adidas (2007–19).

At the start of 2020, the APF announced that it had signed a new deal with Puma to become the principal kit sponsor of its national teams. In October 2023, Puma and the APF announced the signing of a new extension deal. 

Volkswagen

Via its Paraguayan authorised car dealer Diesa, Volkswagen serves as an official sponsor to the APF in a deal that was initially set to run until the end of the 2022 FIFA Men’s World Cup in Qatar. However, Volkswagen continues to be an official sponsor of the APF. 

Coca-Cola

Founded in 1892, Coca-Cola, an American multinational corporation is known for manufacturing, selling, and marketing non-alcoholic beverage concentrates and syrups, also serves as an official sponsor to the APF. 

Pilsen

Founded in 1866, Pilsen is a brand of beer produced in Uruguay. It currently serves as the Paraguay men’s national football team’s official sponsor in a deal that is set to run until the end of the 2026 FIFA Men’s World Cup. 

Official Sponsors 

NGO SAECA 

Founded in 1945, NGO SAECA is a wholesale company specialising in home appliances.

Nuestra Señora de la Asunción (NSA)

One of Paraguay’s leading cargo and passenger transportation companies, NSA also serves as one of the APF’s official sponsors. 

Pechugon

The Capiatá-headquartered chicken meat–based food products manufacturer has also been serving as an official sponsor to the APF.

Assist Card

Travel assistance company Assist Card has been serving as an official sponsor to La Albirroja since October 2020.

Digital Sponsors 

Lácteos Trebol 

Responsible for installing the first life-long milk plant (UHT) in Paraguay during the 1980s, Lácteos Trebol is a food and beverage company.  

Chorti Beef 

Chorti Beef is owned by Chortitzer, a Paraguayan cooperative founded in 1927 which provides a wide range of services and products including, but not limited to, development credits, supermarkets, purchase and sale of animals, import and export, feed factories, dairy and refrigeration plants, workshops, and dairy farms.

AESA Seguros 

Aseguradora del Este SA de Seguros (AESA Seguros) is a Paraguayan company operating mainly in the insurance sector. It offers accident, auto, fire, home, surety bond, and student insurance among other products offered to consumers and to customers of Banco Amambay and BBVA Paraguay through partnerships with those banks.

Glacial 

Glacial is a Paraguayan company that manufactures, sells, and distributes ice and packaged bottle water.