AFA Signs HSBC as Regional Sponsor in India and Singapore, Expanding Commercial Presence in Asia.

Roger Hampel

Photo Credit: Argentine Football Association (AFA)

The Argentine Football Association (AFA) has announced HSBC as its new regional sponsor for India and Singapore, marking a strategic move in the federation’s ongoing international expansion. The partnership makes HSBC the first banking institution to sponsor the Argentine national football team in these key Asian markets.

AFA Strengthens Its Position in Asia Through Strategic Sponsorship

This new agreement reinforces AFA’s long-term commitment to the Asian region, particularly in India, where the association has been building its presence since 2020. The collaboration with HSBC will span the upcoming 2025 competitive cycle and the build-up to the 2026 FIFA World Cup, offering tailored fan experiences and co-branded activations aimed at growing the Argentine national team’s visibility across the region.

With India and Singapore seen as emerging growth markets for international football, the deal also underscores AFA’s approach to regional sponsorship segmentation, where commercial rights are tailored to specific territories to attract high-profile partners.

Strategic Value for HSBC in Sports Marketing AFA HSBC

For HSBC, the partnership aligns with its efforts to enhance brand affinity across Asia through sport. The bank will activate its sponsorship by leveraging AFA’s global image and the popularity of Argentina’s national team to connect with clients and communities in India and Singapore.

Sandeep Batra, Director of Premier Banking and International Wealth at HSBC India, described the collaboration as a way to bridge values between banking and sport:

“HSBC is proud to announce our groundbreaking partnership with the Argentine Football Association in India and Singapore. By aligning with one of the most respected teams in global football, we aim to deliver unforgettable experiences for fans and customers, while supporting the national team on its path to the 2026 World Cup.”

AFA’s Global Commercial Strategy and Market Development

The agreement with HSBC is a direct result of the AFA’s internationalization strategy, spearheaded by its commercial and marketing department since 2018. The federation has established offices in India, built ties with local communities, and signed six regional sponsorship deals in the country to date—an indication of the model’s success.

Leandro Petersen, AFA’s Chief Commercial and Marketing Officer, emphasized the importance of the deal in the context of AFA’s global growth:

“This new regional sponsorship with HSBC is another step in expanding the AFA brand internationally. We identified key opportunities in India, built strong local relationships, and today we welcome our sixth regional partner in the market. We look forward to working closely with HSBC to expand into more territories and deliver strong value to both brands.”