AFA Partners with Baires Grill to Expand Brand Presence in the United States.

Roger Hampel

The Argentine Football Association (AFA) has announced a new commercial partnership with Baires Grill, an Argentine restaurant group expanding rapidly across the United States. The agreement designates Baires Grill as an official AFA partner for the U.S. market, marking another step in the federation’s broader international brand strategy.

The deal aims to create a direct consumer-facing presence for the Argentine national team across Baires Grill’s growing network of locations — allowing fans in the U.S. to engage with the national team through in-store activations, branded environments, and themed experiences.

Strategic Move to Strengthen U.S. Presence AFA Baires Grill

The partnership is part of AFA’s ongoing commercial roadmap in the United States, a market the federation has consistently prioritized ahead of major upcoming competitions including the FIFA World Cup 2026.

Leandro Petersen, AFA’s Chief Commercial and Marketing Officer, highlighted the significance of the agreement:

“This strategic agreement strengthens AFA's brand positioning in the United States, adding a new commercial partner and creating unique experiences in every Baires Grill location — all of which will be dressed in the identity of the Argentine national team.”

The federation has previously activated in the U.S. through friendlies, retail partnerships, and promotional campaigns. The collaboration with Baires Grill introduces a permanent physical channel for fan engagement, focused on Argentine expatriates and the broader Latin American diaspora.

Baires Grill, known for traditional Argentine cuisine and its roots in Buenos Aires culture, has expanded across Florida and other U.S. markets. With multiple new openings planned in 2025, the restaurant group offers AFA both geographic reach and brand alignment.

Locations will feature branded décor tied to the national team, and are expected to host live events, match screenings, and fan gatherings around Argentina’s fixtures — from Copa América to World Cup qualifiers.