For the Argentine Football Association, that question involves South Florida real estate, over 50 multinational sponsorship deals, and a digital-first brand strategy.
In an exclusive interview with Telemundo, AFA’s Chief Commercial and Marketing Officer Leandro Petersen laid out how the federation has spent the past nine years transforming itself from a national sports body into a global commercial brand.
Building the brand beyond one player
AFA has signed over 50 multinational sponsorship deals since 2020. Petersen described what he called “exponential growth” of the AFA brand worldwide.
The federation is making an aggressive push into the US market. AFA has launched “AFA USA,” a dedicated operation that includes facilities in South Florida. The organization plans to invest around $10M in training fields in North Bay Village, a small island municipality nestled between Miami and Miami Beach.
