Amul, the Indian dairy cooperative owned by the Gujarat Cooperative Milk Marketing Federation, has renewed its partnership with the Argentine Football Association (AFA).
The extension confirms Amul’s position as the official regional sponsor of the Argentina national football team across India and the SAARC markets, continuing a high-visibility association that first took shape ahead of the 2022 FIFA World Cup.
The renewed agreement grants Amul continued rights to use Argentina’s team marks, imagery, and player assets in marketing and fan outreach campaigns. The deal also secures sustained brand presence across AFA’s regional digital platforms, strengthening Amul’s link to the reigning world champions and one of the most influential national teams in global football.
Claudio Fabián Tapia, President of AFA, said, “With great enthusiasm, we announce today the extension of Amul, a historic Indian company, and our first regional sponsor in India, in this fourth consecutive extension.
“Being the first regional sponsors of the Argentine Football Association in that country, their confidence is a symbol of our team’s growth and passion in India. AFA’s international expansion is consolidated in the Indian market, and consolidates its position as a leading brand in the world football environment.”
Dr Jayen Mehta, Managing Director at Amul, added, “Just like football, Amul connects hearts across borders. We are proud to continue our partnership with the FIFA World Cup Champions 2022 Argentina Football Association as its Official Regional Sponsor — a team that inspires millions with its passion, skill, and spirit.”
Leandro Petersen, Chief Commercial & Marketing Officer AFA, continued, “It is important to highlight that each renewal is an expression of the work done together, solidity in brand interaction, and obtaining positive results with consumers. This renewal with AMUL is a reflection of the continuous hard work and value commitment of the Argentine Football Association in the construction of solid brand bondages in India, China, the Middle East, and the United States.”
For Amul, the renewal deepens its strategy of pairing with global sports properties that offer scale, emotional resonance, and long-term brand equity. Argentina’s global reach has surged since its 2022 World Cup triumph, supported by the continued influence of Lionel Messi and the national team’s expanding cultural footprint.
For AFA, retaining Amul reinforces its targeted push into India. The governing body has steadily grown its presence in the market through regional sponsorships and fan engagement programmes. Renewing with Amul ensures stability in a region that offers both commercial upside and a fast-growing football audience.
The agreement also strengthens Amul’s broader sports marketing portfolio, which spans cricket, football, and major international events. With Argentina’s global appeal rising and India’s football fandom accelerating, the partnership enters its next cycle with strong commercial momentum.
