201701
ACTIVE SPONSORS
The beginning
Five brands back the national team. The foundations of a new commercial strategy are laid.
global followers
+35M global followersAFA.A global brand.
The most significant commercial transformation in the history of Argentine football, told through its data. Nine years. Five continents. One crest.
↓SCROLL TO EXPLORE THE DECADE
01THE STARTING POINT
In 2017, the AFA had five sponsors.
Today it has more than one hundred. It's as if, for nine years straight, a new brand decided to back the national team almost every month.
20172026
05
SPONSORS
SPONSORS
20×
growth in 9 years
≈ 1/month
new brand added
5 continents
commercial reach
III stars
backing it
02INTERNATIONAL ACADEMIC BACKING
INSTITUTIONAL AUTHORITY
Academic Support
Worldwide.
Our methodology and track record have been strengthened through programs and training experiences at internationally prestigious academic institutions, reaffirming our commitment to excellence and innovation.
The Argentine Football Association was invited to present its case “AFA Global Brand Expansion” at Harvard Business School, where it is studied as a case in sports management and brand building — the only sports institution invited for two consecutive years.
CASE “AFA GLOBAL BRAND EXPANSION”
Harvard Business School
BOSTON · 2025 AND 2026
CONSECUTIVE YEARS AT HARVARD
The only sports institution invited twice (2025 and 2026).
ATTENDEES IN BOSTON
Students, faculty and media at the case presentation.
SPORTS CASE STUDY
AFA Global Brand Expansion, studied as a model of management and brand building.
We professionalized management, structured processes and designed a ten-year plan.
When football is studied at Harvard, it stops being just football.
03A DECADE OF TRANSFORMATION
Every year, a story. One single direction.
← SWIPE · ← → USE KEYBOARD →
04COMMERCIAL GROWTH
From five to one hundred.
A real wall of brands. Filter by region, industry or year and explore how the portfolio was built between 2017 and 2026.
Without that support, it would be very hard to develop a project and grow elite national teams like the ones we have.
🎬 Sponsor Day 2026
120+ brands
in one single place
Together we power Argentine football
- 120+ brands present
- Claudio Tapia in attendance
- Direct contact with the National Team
- Elite reach guaranteed
Sponsor Day · Lionel Messi Training Ground
20172026
90RESULTS
WHAT YOU ARE SEEING
Today there are 90 brands supporting the National Team from every corner of the world. Of that total, 8 are on the showcase with a logo, and the other 82 make up the portfolio. The region with the strongest presence is Argentina with 25 brands.
Every logo — and every name — is a company that chose to stand alongside the National Team.
adidas
Google | Gemini
Coca-Cola
Lay's
Lexar
DiDi
Cotti Coffee
KalshiadidasGoogle | GeminiCoca-ColaLay'sLexarDiDiCotti CoffeeKalshi
Airbnb
Ala
Always - Gillet
Amul
Ant International
Apuesta Total
ArcorASP CHINA
ASP CHINA
Assistcard
ATFX
Avia Games
Baires Grill
Baldo
Betano
Betpanda
BetWarrior
BGHBrilianto
Brilianto
BTCC
Century Games
Danone
De Sillas
Deepcoin
DeRucciLoading brands… 24 of 82
05GLOBAL EXPANSION
The jersey reached every corner of the world.
Sponsors across all five continents. Argentina (25) anchors the domestic base, China (16) is the second-largest market in the portfolio, and global partnerships span from Buenos Aires to Jakarta. Think global, execute local.
Argentina
SPONSORS IN PORTFOLIO
25
China
SPONSORS IN PORTFOLIO
16
Global (multi-region)
SPONSORS IN PORTFOLIO
12
India
SPONSORS IN PORTFOLIO
7
USA
SPONSORS IN PORTFOLIO
5
Middle East
SPONSORS IN PORTFOLIO
5
Europe
SPONSORS IN PORTFOLIO
5
LATAM
SPONSORS IN PORTFOLIO
5
Rest of Asia
SPONSORS IN PORTFOLIO
5
Other regions
SPONSORS IN PORTFOLIO
5
Other markets
SPONSORS IN PORTFOLIO
10
06DIGITAL ECOSYSTEM
~35 million followers. Seven out of every ten Argentines follow the national team.
Combining Instagram (~22,5 M across Spanish and English), Facebook (7.6 M), TikTok (3.9 M) and regional accounts, the AFA community equals 70% of Argentina's population. We don't speak with a single global voice: there's a deliberate architecture of channels by language and region.
INSTAGRAM (ES)
M
FOLLOWERS@afaseleccion
FACEBOOK
M
FOLLOWERSAFA Selección
INSTAGRAM (EN)
M
FOLLOWERS@afaseleccionen
TIKTOK
M
FOLLOWERS@afaseleccion
INSTAGRAM (INDIA)
K
FOLLOWERS@afa_india
2026 WORLD CUP ACCELERATION
+213,6 M
new IG followers across finalist squads in 30 days (+6.6%).
THE MESSI EFFECT
512,3 M
followers after adding 5.6 M in a single World Cup month.
THE LEAP SINCE JUL. 2024
29.7 M → ~22.5 M
In July 2024 the national team ranked 4th in Goal.com's FIFA top 30 with 29.7 M followers across all of its accounts. Today it holds ~22.5 M on Instagram alone (ES+EN): almost the same volume as France's entire IG operation in 2024, with two fewer years of history.
BEFORE: FIFA top 30 national teams · all official accounts · TODAY: IG ES + IG EN (core accounts @afaseleccion / @afaseleccionen)
07LOCAL DIGITAL PRESENCE
official accounts. One conversation per market.
The national team doesn't speak with a single global voice: every strategic market has its own official account, with dedicated content, language and posting times. That's how the brand stops being imported and becomes local.
Argentina · Spanish@AFAEspanolGlobal · English@Argentina_AFA_ENIndia@AFA_IndiaChina@AFA_ChinaSaudi Arabia@AFA_ArabiaSauditaPakistan@AFA_PakistanBangladesh@AFA_BangladeshVietnam@AFA_VietnamAustralia@AFA_AustraliaNew Zealand@AFA_NZ
OFFICIAL ACCOUNT NETWORK BY LANGUAGE AND MARKET
08THE COMMERCIAL LEAP
in nine years
From five brands to more than a hundred. The national team's commercial portfolio multiplied twentyfold in under a decade: nearly one new sponsor per month, every month, for nine years.
Brand Strength Index (Brand Finance)90,7 / 100
Strength as perceived by audiences and investors.
Global national-team ranking#1
First place among the 48 national teams of the 2026 World Cup.
Major tournaments: Qatar '22 · CA '24 · World Cup '263 finals
Three finals in four years. Almost unheard of in modern football.
BRAND STRENGTH INDEX · NATIONAL TEAMSBRAND FINANCE · DEC. 2025
AFA (Argentina)90.7
Brazil84.0
Germany82.0
France81.0
England80.0
THE PEAK OF A DECADE
09THE NUMBERS, MADE HUMAN
The numbers impress. The comparisons endure.
20×
EL SALTO EN NÚMEROS
The national team's commercial portfolio multiplied twentyfold between 2017 and 2026.
90,7
BRAND STRENGTH INDEX
The same brand-strength league as Nike, Coca-Cola, Dior, McDonald's and YouTube.
100+
SPONSORS
«Almost a new sponsor every week. Unthinkable a few years ago.»
~35 M
SEGUIDORES
Seven in ten Argentines follow the national team on its official accounts.
+213,6 M
FANS NUEVOS EN 30 DÍAS
In a single World Cup month, football added an entire 'Brazil' of new IG followers.
3 finales
EN 4 AÑOS
Qatar 2022, Copa América 2024 and the 2026 World Cup. Virtually unprecedented in modern football.
10INTERACTIVE COMPARATOR
Choose your rivals. Compare side by side with AFA.
BSI measures brand strength (familiarity, consideration, reputation, recommendation). Above 85 is AAA territory — Nike, Coca-Cola or Apple.
METRIC
YEAR RANGE2017 → 2026
COMPETITORS3/3 · AFA fixed
National teams
Clubs
Leagues
Benchmark brands
BRAND STRENGTH INDEX · YEAR 20260–100 scale · Brand Finance
AFA · ArgentinaReal MadridFC BarcelonaPremier League
National team
AFA · Argentina
90.4/100
▲ 27.6% · 2017–2026
Club
Real Madrid
88.5/100
▲ 6.4% · 2017–2026
Club
FC Barcelona
86.8/100
▲ 4.2% · 2017–2026
League
Premier League
89.2/100
▲ 6.4% · 2017–2026
FULL MATRIXVALUES 2026
| Metric | AFA · Argentina | Real Madrid | FC Barcelona | Premier League |
|---|---|---|---|---|
| BSI | 90.4/100 | 88.5/100 | 86.8/100 | 89.2/100 |
| Community | 35 M | 450 M | 420 M | 90 M |
TAKEAWAY · 2026
- AFA outperforms Real Madrid by 1.9 BSI pts.
- AFA outperforms FC Barcelona by 3.6 BSI pts.
- AFA outperforms Premier League by 1.2 BSI pts.
SOURCEBrand Finance · BSI, Dec. 2025 · Curves: internal estimate 2017–2026
Playing five finals and winning four… I believe this is the best Argentina national team we have ever had.
11SUCCESS STORIES
Three brands that changed their story with the National Team.
01 · GLOBAL · APPAREL
adidas
BEFORE
A historic contract limited to the local market.
AFTER
Extended to 2038, the best-selling shirt in AFA history, activations in 60+ countries.
+ 1,100 %SHIRT SALES
#1GLOBAL JERSEY 2022
2038EXTENDED AGREEMENT
02 · GLOBAL · FINANCIAL
American Express
BEFORE
An occasional sponsor with no sports activation tied to the national team.
AFTER
Reported double-digit growth in familiarity and usage after AFA tournaments (Brand Finance · Global Soft Power research, Dec. 2025).
Double digitGROWTH IN FAMILIARITY
Double digitGROWTH IN USAGE
PremiumOFFICIAL AFA TIER
03 · INDIA · FMCG
Amul
BEFORE
A brand with no prior track record in international football.
AFTER
The first Indian sponsor of a world-champion national team. It also reported double-digit growth in familiarity and usage after AFA tournaments, with access to a 1.4 bn market.
1.4 bnPEOPLE REACHED
1stINDIAN SPONSOR EVER
Double digitFAMILIARITY AND USAGE
12WOMEN'S NATIONAL TEAM
The women's national team is the next great brand platform.
On the road to the 2027 Women's World Cup, the women's national team combines sporting growth, new audiences and commercial space still available. It's the chance to come in early on a story that is only starting to scale.
OFFICIAL SPONSOR
Brand presence on the jersey, training kit and matchday assets of the women's national team.
OFFICIAL SUPPLIER
Product and service categories with brand usage rights and facility visibility.
CONTENT & DIGITAL
Series, behind-the-scenes and activations across the official account network by language and market.
HOSPITALITY & EXPERIENCES
Guest programmes, clinics and client experiences during official windows.
13GLOBAL TRAINING
AFA Academy. The Argentine school, around the world.
An international network of official academies that export the methodology, passion and identity of Argentine football. Grassroots training carrying the seal of the world champion national team: passion and training.
LOCATIONS IN THE NETWORK
ACTIVE ACADEMIES
COUNTRIES
UPCOMING OPENINGS
UNITED STATES · MEXICO · CANADA
North America
4 locations
ACTIVE
Hollywood
UNITED STATES · CYCLONES SOCCER
The first gateway for the Argentine method into Florida: pitches, AFA signage and grassroots training alongside Cyclones Soccer.
ACTIVE
Pembroke Pines
UNITED STATES · MIAMI
A campus in the heart of metropolitan Miami, the most active Hispanic market in the United States.
OPENING SOON
Mexico City
MEXICO
A new campus heading into the 2026 World Cup: an inaugural congress and the first cohorts already training in the Mexican capital.
OPENING SOON
Calgary
CANADA
Opening in Canada with a focus on women's football and coach education.
SPAIN · ITALY
Europe
4 locations
ACTIVE
Madrid
SPAIN
Fully AFA-branded facilities in the Spanish capital: locker rooms, offices and pitch carrying the national team's identity.
ACTIVE
Barcelona
SPAIN · UCF SANTA PERPÈTUA
A partnership with UCF Santa Perpètua: stands, murals and a message written in Catalan — 'Aquí entrenen campions del món'.
ACTIVE
Parma
ITALY
Training in Emilia-Romagna, one of the cradles of Italian youth football.
ACTIVE
Napoli
ITALY
In the city that adopted Maradona, the Argentine school trains kids again every single day.
BRAZIL · COLOMBIA
Latin America
2 locations
ACTIVE
Porto Alegre
BRAZIL
The first AFA academy in Brazil: world-champion methodology on the other side of football's fiercest border.
ACTIVE
Medellín
COLOMBIA · ALIANZA DEPORTIVA LEONES FC
A partnership with Leones FC, unveiled at an official press conference: hundreds of boys and girls training with the Argentine crest on their chest.
MOROCCO
Africa
1 location
ACTIVE
Tangier
MOROCCO
The landing in Africa: a dedicated complex facing the Strait, with brand-new facilities and a signed institutional agreement.
Wherever there's an Academy, there's a piece of Argentina shaping the next world champion.
14COUNTRY BRAND
The jersey works as an embassy. Every single day.
According to Brand Finance research (Global Soft Power Index, Dec. 2025), football fans perceive Argentina more favorably and are more likely to recommend visiting, studying and doing business with the country.
Heritage
Better perception of Argentina's cultural legacy
Reliability
Greater trust in Argentina as a partner
Stability
Improved reading of economic stability
Doing business
Greater perceived ease of doing business
RECOMMENDATION
Visit
Higher propensity to travel to Argentina
RECOMMENDATION
Study
Greater interest in studying in the country
RECOMMENDATION
Trade
Stronger intent to do business
Source: Brand Finance — Global Soft Power Index & nation brand research, presented at the AFA + Brand Finance event (New York, Dec. 2025).
15BRAND MANUALS
The brand, with clear rules
AFA's visual consistency is fully documented. These are the official 2025 restyling manuals, available to download for partners, licensees and communication teams.
2025 RESTYLING
Institutional Brand Manual
The master standard of the AFA identity: crest, logotype, construction, clear space, official colour palette, typography and institutional applications. It defines what is allowed — and what is not — on every medium.
Contents of the Institutional Brand Manual
- 01 · Our crest
- 02 · Our logotypes
- 03 · Rules and correct usage
- 04 · Composition and clear space
- 05 · Typography
- 06 · Applications
PDF · 1,3 MBDownload PDF2025 RESTYLING
Apparel & Licensing Manual
The guide for apparel licensees and partners: textile crest, the three-stars rule, morphology, official colours, guaranteed contrast and real application examples on garments.
Contents of the Apparel & Licensing Manual
- 01 · Textile crest
- 02 · Redesign and rationale
- 03 · Morphology, colours and contrast
- 04 · Differentiated usage and examples
PDF · 24 MBDownload PDF
16NEXT MILESTONES
What's next: 2027 — 2028
The coming years concentrate the highest global exposure windows for Argentina's national teams.
- ONGOINGONGOING
Qualifying window
Official national-team fixtures across the current FIFA windows.
- 2027
Women's World Cup 2027
The women's national team's global stage and the core of its commercial plan.
- 2028
Copa América 2028
A new continental edition with regional and global audience reach.
- 2027 — 2028
Upcoming official windows
International friendlies and tours with market-by-market commercial activation.
17COMMERCIAL CONTACT
Let's talk about your brand
Tell us what you're looking for and the AFA commercial team will get back to you with the opportunities available by national team, category and market.