Dimasheq
The Argentine Football Association (AFA) has achieved a remarkable administrative and commercial transformation in recent years, moving from a financial crisis that threatened its stability to a globally recognized sports institution with an extensive network of commercial partnerships. This experience has even been studied at Harvard Business School as a successful model for building a sports brand.
According to a report published by the British newspaper The Times, this transformation resulted from a long-term strategy overseen by the association’s commercial and marketing director, Leandro Petersen, who developed an international expansion plan based on leveraging the global popularity of star Lionel Messi, alongside Argentina’s triumph at the 2022 FIFA World Cup.
Nearly nine years ago, the association was facing a severe financial crisis that affected various aspects of its operations, before it began implementing a restructuring plan focused on increasing revenue through sponsorship deals and expanding into international markets.
The strategy was built on transforming the Argentine national team from a team primarily supported by its local fan base into a global sports brand with a wide following across continents.
The commercial management identified three key markets to achieve this goal: China, where Argentine football enjoys significant popularity; India, one of the fastest-growing sports markets; and the United States, leveraging its hosting of major tournaments, most notably the 2026 World Cup, to strengthen the team’s commercial presence and expand its brand reach.
The association also adopted a policy of cooperation rather than competition with American sports leagues, aiming to reach new audiences and further expand the Argentine national team’s global fan base.
