AFA Presents Global Brand Expansion Case at Harvard Business School.

Roger Hampel

Photo Credit: Argentine Football Association (AFA)

The Argentine Football Association (AFA) continues to strengthen its position as a global football brand, with its Chief Commercial & Marketing Officer, Leandro Petersen, presenting the federation’s international strategy as a case study at Harvard Business School.

The session in Boston focused on the global expansion of the AFA brand, outlining how the organization has transformed its commercial structure and international presence since launching its global strategy in 2018. The presentation was hosted as part of a business curriculum dedicated to high-impact sports organizations and featured contributions from Harvard faculty including Professor Anita Elberse.

Strategic Shift from Local Federation to Global Brand AFA Harvard Business School

Since 2018, AFA has scaled its sponsorship portfolio from 6 to over 65 international partners, entering key regions such as North America, Asia, China, and the Middle East. The case presented at Harvard offered insight into how a national football federation can become a globally competitive commercial entity by aligning sporting success, brand values, and market-specific strategies.

In a post on LinkedIn, Petersen described the experience as an opportunity to “reinforce AFA’s leadership in the global sports industry” and a milestone in the federation’s multi-year expansion plan.

“This experience allows our institution to continue consolidating its leadership position in the international sports industry.”

Earlier Insights Echoed in Football Business Journal Interview

Earlier this year, Football Business Journal published an exclusive interview with Petersen on the same theme of global brand development, offering in-depth insight into AFA’s operational model. In that conversation, Petersen highlighted several strategic pillars behind AFA’s international growth:

• Brand Diversification: Collaborations across industries, including fintech (e.g., PU Prime in Canada), real estate (e.g., Prestige One in the Middle East), and FMCG (e.g., Cotti Coffee in Asia).

  
  

• Market Localization: Customized activations across distinct geographies, backed by language-specific digital content and local sponsorships.

  
  

• Content and Media Strategy: AFA Play and international broadcasting deals designed to increase global visibility and fan engagement.

  
  

• Infrastructure and Academies: Expansion of AFA-backed academies abroad, establishing a pipeline for talent development and commercial growth.

AFA’s presentation at Harvard Business School highlights the federation’s transition from a national sporting body into a globally recognized brand platform. The conversation continues around how football organizations can adopt a more corporate mindset while staying rooted in sporting identity. AFA appears to be offering one of the most structured and scalable models to follow.