AFA Presents Seminar on Global Expansion at Harvard

Photo and article by Sandra Rivadeneira

The Argentine Football Association (AFA) has long been a powerhouse in football, but in recent years has worked to transform its team into an internationally recognized brand. On Wednesday, April 2, Leandro Petersen, Commercial and Marketing Director of the AFA, led a seminar on the global expansion of the brand at Harvard Business School.

Connecting Fans

As the world's most popular sport, football has the power to unite people, and iconic teams like the AFA bring together millions of fans around the world. From all corners of the globe, supporters organize gatherings to watch the AFA's most important matches, and the success of players like Lionel Messi contributes to the national team's global recognition.

Recognizing its potential, the AFA set out to find a way to bring its content, merchandising, and the Argentine fan experience to its most loyal fans around the world. Its global expansion strategy is based on the concept of "think globally, market regionally."

For example, while the official jersey has always been a top-selling item in Argentina, the same isn't true in the Chinese market. There, fans are more inclined to buy collectibles and plush toys. The AFA has put a lot of effort into connecting with different cultures, and Petersen attributes its success to collaborating with well-established companies that deeply understand their local audiences.

Building a Global Presence

One of his most ambitious projects is the AFA Tower in DubaiThis skyscraper features a soccer academy, an Adidas store, and an AFA museum, as well as an authentic Argentinian restaurant that completes the experience. The goal is to create a space where fans from around the world can experience Argentinian pride through the team's legacy and the country's culture, without having to travel to Argentina.

A large portion of the AFA's social media following comes from India, so its strategy in that country focuses more on digital content to keep fans engaged. They've also launched some eye-catching collaborations, such as the launch of a smartphone and a car with the AFA brand, in addition to partnering with a renowned company snacks in India, with excellent results.

For the US market, the AFA adopted a different strategic approach, as it is one of the few countries where soccer is not the dominant sport. Petersen explained that in the US, consumers have a strong tradition with the NFL, NBA, and NHL, and that the average fan follows multiple teams across different sports, something less common in Argentina.

Their strategy in this market focused on the fan experience while watching matches, focusing on stadium amenities, digital content, and brand collaborations. They worked with companies such as AMEX and carried out innovative initiatives, such as participating in the Indy 500 with a car with the Argentine colors driven by Agustín Canapino, which helped position the brand by fusing soccer with American sports culture.

Growing the Sport, Growing the Brand

The AFA's efforts go beyond branding; they are also committed to developing the future of football. The AFA has established football academiesin several countries, where they not only develop talented players but also instill values and a passion for the sport. They currently have three academies in Florida and one in Atlanta, with plans to expand to cities like New York, San Francisco, and Houston, as well as other countries.

In addition, the AFA has been actively working on the growth of women's football. The Argentine women's league It became professional in 2019, allowing players to receive salaries funded by the AFA. The organization continues to promote improvements to make football more accessible to female athletes.

Pride of the Nation

The AFA's expansion seeks to ensure the brand remains strong even after the era of stars like Lionel Messi. Petersen revealed that the organization has a strategy for Messi to continue collaborating as an AFA ambassador after his retirement, but they are also building an identity that transcends any individual player.

At the end of the day, the AFA has become much more than a football association: it's a symbol of national pride. As it grows globally, it's important to the brand that people feel connected to Argentina, regardless of their country of origin. They also want Argentinians to feel pride when they see the blue and white colors anywhere in the world. Whether through its merchandising, digital content, or football academies, the AFA continues to use sport as a bridge to create global connections.

For more stories like this, follow More Latin.