Argentine Football Association has strengthened its global commercial strategy after announcing new regional sponsorship deals during an institutional tour in China.
The event took place at the Workers’ Stadium in Beijing, where AFA officials presented new partnerships with Ant International, Danone, and Chinese bedding brand DeRucci.
The agreements underline the growing importance of the Chinese market in the AFA’s international expansion strategy and come shortly after the association announced a strategic partnership with Google.
Expanding AFA’s Global Commercial Network
The Beijing event gathered more than 100 guests from the business, sports, and institutional sectors, highlighting the federation’s ambition to strengthen its global footprint.
Former Argentina international Javier Saviola attended the event alongside Leandro Petersen, who outlined the organization’s strategy to position AFA as one of the most influential brands in global sport.
The gathering also included the Argentine ambassador to China, reflecting the growing ties between Argentina and China through football and sports business partnerships.
China at the Center of AFA’s International Strategy
During the presentations, AFA representatives highlighted the federation’s international growth and the commercial value of its brand, including insights from Brand Finance on the global impact of the “Power of AFA Brands.â€
Petersen emphasized that China was the first major international market where AFA launched its global expansion strategy, dating back to 2017.
“At that time the federation was going through a difficult period,†he explained, adding that commercial agreements and a new marketing and sponsorship strategy helped rebuild and expand the AFA brand worldwide.
The federation also relaunched its global e-commerce platform, while technology brand Lexar introduced new products during the event.
Strengthening Global Fan Engagement
Saviola highlighted the strong connection between Chinese fans and Argentine football, describing the visit as a unique opportunity to strengthen cultural and sporting ties.
“Representing Argentina is a privilege,†he said, adding that the national team aims to continue growing and sharing its values with new generations of fans around the world.
The Beijing initiative forms part of AFA’s broader strategy to expand its international presence, build new commercial partnerships, and connect Argentine football with high-growth global markets, particularly across Asia.