AFA Secures LuLu Group Sponsorship

The Argentine Football Association (AFA) has struck a new regional sponsorship deal with LuLu Group, one of the biggest retailers across India and the Middle East, extending their partnership through the end of 2026.

The signing, finalised in Riyadh as part of AFA’s May commercial tour, makes LuLu an official sponsor of Argentina’s national teams in these fast-growing football markets.

This collaboration dovetails neatly with AFA’s global expansion strategy, launched in 2017, which targets Asia, the Middle East, and North America. With over 60 global commercial partners, AFA continues to piece together a worldwide puzzle—and LuLu stands out as a powerful regional anchor.

The partnership will include in-store activations, co-branded campaigns, and fan engagement events – efforts designed to bring the World Champions closer to off-pitch audiences in both regions.

Claudio Tapia, President of the AFA, said: “We’re pleased to announce this new commercial project with LuLu Group, one of the most important business entities in India. Our brand continues to grow and expand in key markets such as the Middle East and India, where we’ve worked for many years to achieve results like this.”

Leandro Petersen, AFA’s Commercial and Marketing Director, added: “This strategic agreement is the result of years of brand-building and investment by AFA in this region. Working with business groups of this scale shows we are on the right path. India and the Middle East are vital for the AFA brand’s global growth.”

With Argentina still riding the wave of World Cup success and holding steady in global tournaments, the timing couldn’t be better for the AFA to convert excitement into market momentum.

This deal highlights a broader shift in global football business strategy, where targeted regional partnerships increasingly outperform blanket global deals. By aligning with influential local partners like LuLu Group, federations gain access to established retail networks and deep-rooted consumer bases.

As football’s presence accelerates across India and the Gulf – driven by marquee player signings and major infrastructure investments – organisations like the AFA are proving adept at navigating where and how to invest for maximum commercial and cultural impact.

Insideworldfootball.com