AFA taps Druid Sport as commercial agent in China

The Argentine Football Association (AFA) is set to increase its presence in China after appointing Druid Sport, the boutique sports marketing agency, as its commercial representative in that country.

The deal will see Druid sell and manage regional sponsorship packages for the Argentinian national team in the Chinese market, specifically in the run-up to the 2026 FIFA World Cup, where the team will defend its title.

The AFA said the team’s popularity since winning the 2022 FIFA World Cup in Qatar and its array of popular stars, including Lionel Messi, has now created an opportunity for the governing body to market itself to China, a strategy it has been developing since 2018.

Leandro Petersen, AFA’s commercial and marketing manager, commented: “We are aware of the importance, uniqueness, and enormous potential of the Argentine national team in the Chinese market. Since 2018, the AFA has developed a strategic plan with a strong focus on China, Asia, and the Middle East.

“We deeply believe in working together, promoting our brand, and expanding our commercial opportunities with various Chinese companies.

“With this support from Druid Sports as the exclusive commercial agent in China, in view of the 2026 World Cup, we can undoubtedly assure that we will provide all future Chinese sponsors with more and better branding actions.”

The new deal exists alongside AFA’s partnership with sports agency heavyweight IMG, which is the governing body’s exclusive Asia-Pacific sponsorship agency until 2026.

Through that deal, IMG is also seeking out new sponsorship opportunities for the AFA and its representative teams across 29 APAC countries during the build-up to the 2026 FIFA World Cup.

Druid essentially succeeds Wanda Sports Group, the sports arm of Chinese conglomerate Dalian Wanda, which was the commercial agent of the Argentinian national soccer teams until last year, meanwhile.

Wanda’s deal was struck in 2022 and centered around the World Cup in Qatar, with the agency securing seven companies, including Wanda Investment Group, Yili Group, GAC Mitsubishi, Lingxi Entertainment, Panpan Food, Cotti Coffee, and Wanjiale, as regional sponsors of the Argentine national team.

Diarmuid Crowley, chief executive of Druid Sport, added: “We are incredibly proud to represent the AFA in one of the most exciting and commercially active football markets in the world.

“This partnership goes beyond mere sponsorship; it lays the foundation for a genuine commercial connection between Argentina’s football heritage and China’s rapidly evolving sporting and consumer landscape, arguably the largest and wealthiest fan base in the world.”

The AFA’s most recent regional commercial partnership was secured in March with international banking giant HSBC, focused on the Indian and Singaporean markets.

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