15COUNTRY 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).