AFA Names DiDi as Main Sponsor of Argentina’s National Teams.

Roger Hampel

Image: Argentine Football Association (AFA)

The Argentine Football Association (AFA) has announced a new strategic partnership with DiDi, the leading mobility technology platform, which becomes the Main Sponsor of Argentina’s National Football Teams. The agreement further strengthens AFA’s commercial portfolio and its strategy of global brand expansion.

Strategic Partnership Overview

The partnership brings together two major entities that connect millions of people daily — football and mobility. As part of the agreement, DiDi will serve as “the official ride of Argentine passion,” accompanying the world champion national team in upcoming competitions, including the build-up to the 2026 FIFA World Cup.

According to AFA, the collaboration marks the beginning of a long-term alliance featuring activations, promotional events, and fan experiences designed to engage supporters throughout Latin America and worldwide.

Leadership Statements AFA DiDi

AFA President Claudio Tapia said the partnership reflects the continued appeal of Argentine football to global brands:

“We are very proud to add a leading global company like DiDi. Our brand has become a benchmark in the sports industry, and this agreement confirms that we are moving in the right direction. We welcome DiDi to the home of the world champions.”

Leandro Petersen, AFA’s Chief Commercial and Marketing Officer, emphasized that the deal underscores AFA’s international reach and commercial development strategy:

“We are proud to welcome DiDi as an official sponsor of our national team. This partnership reinforces our global expansion and aligns with AFA’s commitment to building partnerships with top-tier companies that share our values of connection, community, and passion.”

From DiDi’s side, Juan Andrés Panamá, Managing Director for Latin America, highlighted the emotional and cultural dimension of the collaboration:

“Football and mobility have something in common: both connect and unite people. We are excited about this sponsorship, which will impact the lives and passions of Argentine fans across the region. Each ride with DiDi will be part of the World Cup experience, bringing supporters closer to that unique excitement football creates.”

Activation and Fan Engagement

Through this partnership, DiDi will introduce exclusive benefits for drivers and passengers on Argentina matchdays and during the 2026 World Cup period. These include:

• Prize draws for official jerseys and match tickets,

• Special promotions within the DiDi app,

• Meet-and-greet opportunities with players, and

• Access to training facilities and fan events.

  
  

The initiatives aim to strengthen DiDi’s connection with football supporters while providing tangible incentives for its user base across Latin America.