Marketing & Sponsorship
Argentina Seal 10-Territory LuLu Fintech Deal
The Argentine Football Association (AFA) has signed a new regional sponsorship agreement with LuLu Exchange and LuLu Money, bringing the fintech brands on board as Regional Fintech Partners across key markets in the Middle East and Asia-Pacific.
The partnership finally unveiled this week in Dubai, and will run through mid-2026, covering the build-up to the 2026 World Cup in North America.
The agreement is part of a wider deal with LuLu Financial Holdings, which will see AFA represented across ten countries via different subsidiaries. In the UAE, Oman, Bahrain, Kuwait, and Qatar, the partnership will be led by LuLu Exchange and its digital payments platform LuLu Money.
In India, AFA will be partnered with LuLu Forex and LuLu Finserv, while LuLu Money takes the lead in Malaysia, the Philippines, and Singapore.
The deal was officially launched at an event in Dubai, attended by Argentina head coach Lionel Scaloni, LuLu Financial Holdings leadership, and AFA officials. While the financial terms were not disclosed, the partnership signals Argentina’s continued push into international territories outside its traditional base, capitalising on its World Cup 2022 success in Qatar.
LuLu Financial Holdings managing director Adeeb Ahamed leaned on shared emotional value to frame the partnership, saying: “For countless fans, the Argentine team represents more than football – it symbolises hope, resilience, and joy. These are the same emotions that shape the everyday journeys of our customers, who use our services to care for their families and build better futures. This partnership is a celebration of that shared spirit.”
AFA president Claudio Tapia echoed the sentiment, describing the deal as a strategic step in expanding Argentina’s commercial footprint: “We are delighted to have the LuluFin family as new regional sponsor of the Argentine Football Association for the Middle East, APAC and India. AFA’s international expansion continues to grow, incorporating prestigious groups in important territories for our national team.”
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