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AFA and IMG forge strategic partnership to conquer Asia Pacific

This high-profile collaboration sees IMG spearhead AFA's sponsorship efforts across 39 countries and territories throughout the APAC (Asia Pacific) region.

Argentine football’s global dominance has captured the imagination of fans worldwide, and the Argentine Football Association (AFA) is looking to capitalize on this momentum in the lucrative Asia-Pacific market.

The AFA has announced a strategic partnership with the global sports, fashion, events, and media giant, IMG. The pact has appointed the agency as the exclusive sponsorship agency for the region.

This high-profile collaboration sees IMG spearhead AFA’s sponsorship efforts across 39 countries and territories, with a particular focus on key markets including China, Indonesia, Japan, and Korea. The partnership, which extends until 2026, aims to leverage the surging popularity of Argentine football to secure lucrative deals for the men’s and women’s national teams.

Commenting on the partnership, Claudio Tapia, President of AFA, highlighted, “This new alliance with a leading commercial group like IMG demonstrates our organisation’s leadership in Asia. Reaching important and strategic markets such as China, Indonesia, Japan, and Korea where the AFA has an extensive fan base and audience. Through this alliance, we will be able to develop more partnerships and unique sponsorship packages designed for each territory. This move will undoubtedly accelerate AFA’s global expansion”

Adolfo Bara, SVP & Managing Director of Football Events at IMG, added, “Argentinian football is at a pinnacle following its national teams’ success on the international stage. We look forward to building on that incredible momentum by leveraging IMG’s extensive global sales network and regional expertise, to develop more strategic sponsorship opportunities for the next generation of Argentinian football.”

Leandro Petersen, Commercial and Marketing Manager of AFA stated, ”We recognise the importance, uniqueness and enormous growth potential of AFA in the Asian market. Together with IMG, our network of contacts and opportunities extends like never before. We deeply believe in our work together, promoting our brand, and our national teams and expanding our commercial opportunities to every part of Asia ahead of competitions such as the Copa América, Olympic Games, and World Cup 2026. We can assure all future sponsors that we will deliver more and better brand value to fans and followers in every corner of the world.”

The partnership comes when Argentine football enjoys unprecedented global recognition, following the national team’s recent FIFA World Cup 2022 triumph and Copa America 2024 victory. The AFA aims to capitalize on this momentum by cultivating deeper connections with fans across Asia Pacific.

Since 2018, the AFA has partnered with 50 sponsors across international markets and territories. IMG will support the growth of the AFA’s brand expansion strategy to consolidate its position in the APAC market further. Some of the partners of AFA are adidas, American Express, Fanatics, Xiaomi India and more.

IMG’s proven track record in sports marketing and extensive regional network are expected to be instrumental in achieving these objectives. By combining forces, AFA and IMG aim to create innovative sponsorship packages that resonate with the unique preferences of each market.

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