BOOK INDEX · 2017 — 2028

One chapter for every step of the transformation.

Each chapter has its own page, with text, photos, interactive data and links between sections. You can also read them in a single scroll from the cover.

About the bookDownload the book as PDF
SPECIAL COMMERCIAL EDITIONTHE LAST CHAPTERMessi's last matches with the national team: an editorial and commercial experience for brands that can still be part of the era's closing.ENTER THE CHAPTER →
The starting point012017The starting pointThe 2017 starting point: an association in debt, with no global sponsors and no story of its own.
A decade of transformation022017–2026A decade of transformationNine years of sporting, commercial and institutional transformation, year by year.
The Messi Era032021–2026The Messi EraThe captain's chapter: titles, audiences and brand value in the national team's most successful era.
International academic backing042025International academic backingInternational academic backing: Harvard Business School and three more institutions study the AFA case.
Commercial growth052018–2026Commercial growthFrom five to one hundred brands: how South American football's largest commercial portfolio was built.
The commercial leap062026The commercial leapThe commercial leap: 20× growth in nine years and a brand with global demand.
The numbers, made human072026The numbers, made humanThe numbers, made human: what BSI, brand value and digital community actually mean.
Interactive comparator082017–2026Interactive comparatorInteractive comparator: pick competitors and years and watch the curves in real time.
Success stories092023–2026Success storiesSuccess stories: activations that turned the brand into business for its partners.
Global expansion102024–2026Global expansionGlobal expansion: tours, priority markets and presence across five continents.
Digital ecosystem112026Digital ecosystemDigital ecosystem: community, content and first-party data of the national team.
Local digital presence122026Local digital presenceOne conversation per market: the official account network by language and country.
Global training132025–2026Global trainingAFA Academy: Argentine coaching exported to eleven venues worldwide, nine already active.
Women's national team142026Women's national teamWomen's national team: sporting growth, visibility and commercial opportunity.
Country brand152026Country brandCountry brand: the national team as Argentina's leading ambassador worldwide.
Brand manuals162026Brand manualsBrand manuals: the institutional and textile visual system, ready to download.
Next milestones172027–2028Next milestonesWhat's next: the 2027–2028 calendar and its global exposure windows.
Commercial contact18HoyCommercial contactCommercial contact: how to join the Argentine national teams' brand portfolio.