AFA Opens New Official Store in China as Part of Global Expansion Strategy.

Roger Hampel

Photo: AFA

The Argentine Football Association (AFA) has inaugurated a new AFA Store in Shenzhen Joy City, one of the main commercial districts in the Guangdong-Hong Kong-Macao Greater Bay Area. This marks a new milestone in AFA’s international expansion strategy and strengthens the federation’s commercial footprint in the Chinese market.

The announcement was confirmed via AFA’s official communication channels, positioning the store opening as part of a broader push to consolidate its brand presence across Asia and to bring official products closer to thousands of fans in the region.

“It is important to continue strengthening the development of the AFA brand in Asia,” the federation stated, emphasizing China’s strategic relevance for long-term business growth.

Part of a Larger International Push AFA China

In an exclusive interview with Football Business Journal, Leandro Petersen, Chief Commercial and Marketing Officer of AFA, outlined a multi-layered global expansion strategy, which includes China, Asia more broadly, the United States, and MENA (Middle East and North Africa).

“We conduct thorough market research, forge local partnerships, and localize our branding approach to match cultural expectations,” Petersen explained. “Our global expansion is driven by data, but also by a commitment to authenticity and long-term impact.”

Key elements of AFA’s international strategy, according to Petersen, include:

• Localized retail and product customization

• Digital commerce and geo-targeted marketing

• Participation in industry events and expos

• Collaboration with regional distributors and influencers

• Strong sustainability commitments in merchandise production

AFA also partners with brands operating at scale in Asia. For instance, Cotti Coffee, a global sponsor of the Argentina national team, features AFA branding across over 5,000 outlets in countries such as China, Japan, Korea, Indonesia, and Vietnam—amplifying visibility in consumer-facing environments.

China as a Strategic Retail Market

The choice of Shenzhen is both symbolic and strategic. Located at the intersection of rapid urban development and rising consumer purchasing power, the city offers access to a population increasingly interested in global football and branded sports merchandise. With Chinese fans showing growing interest in Argentina’s national team—especially after its recent World Cup success—AFA is capitalizing on momentum.

Asia's coffee chain, Cotti Coffee, a Global Sponsor of Argentina National Team, features the AFA brand across 5,000+ stores in Indonesia, Japan, Korea, China, Vietnam, and Canada, supporting AFA's global expansion.

As national federations increasingly behave like global consumer brands, AFA is positioning itself as a commercially competitive property in the football industry. Its ability to build relationships with sponsors (like Cotti Coffee), engage in product localization, and invest in international merchandising sets it apart from many federations focused solely on sporting outcomes.

AFA’s strategic efforts appear aimed at bridging the gap between national team fandom and year-round brand engagement, which is essential in emerging football markets such as China and Southeast Asia.