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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.
Harvard Business School
The only sports institution invited twice (2025 and 2026).
Students, faculty and media at the case presentation.
AFA Global Brand Expansion, studied as a model of management and brand building.
We professionalized management, structured processes and designed a ten-year plan.
Every claim in this chapter has something to stand on.
Below are the sources used, what each one says and how we read it. When a figure is an estimate or our own count, we say so plainly.
The “AFA Global Brand Expansion” case was presented at Harvard Business School.
Institutional presentation in Boston, 2025 and 2026 editions. The material was presented by AFA's commercial team.
AFA is the only sports institution invited two years in a row.
Comes from comparing the speaker lists of both editions. It is not an external ranking: it is a verifiable fact about the published agenda.
Over 150 attendees at the Boston presentation.
We take the floor of the range reported by the organizers, not the ceiling. It includes students, faculty and accredited press.
Country brand improves through football.
December 2025 edition. It measures country-brand perception among international audiences; we only use the football-fan segments.
Programs and training at international academic institutions.
Each link corresponds to a signed or completed program. It does not imply academic accreditation of AFA as a university.
The commercial indicators cited across the rest of the book.
Proprietary series on sponsors, revenue and digital reach. Values are rounded for readability and updated at each annual close.
Method note: when a figure comes from more than one source, the most conservative one is shown. Third-party data is cited with its edition and date; our own data is labelled as internal. If you spot an inconsistency, write to us and we will review it.
When football is studied at Harvard, it stops being just football.