AFA Signs Regional Sponsorship Deal with LuLu Group to Expand in India and Middle East.

Roger Hampel

Photo Credit: AFA

The Argentine Football Association (AFA) has signed a new regional sponsorship agreement with LuLu Group, one of the leading retail conglomerates operating across India and the Middle East. The deal marks another step in AFA’s ongoing global brand expansion strategy and further strengthens its presence in two of the world’s fastest-growing football markets.

The news was first reported by Olé Argentina, which highlighted the agreement as part of AFA’s May 2025 commercial tour in Saudi Arabia, where final terms were agreed during meetings held in Riyadh.

Strategic Regional Presence AFA LuLu Group

As a result of the partnership, LuLu Group becomes an official Regional Sponsor of Argentina’s national football teams in both India and the Middle East through the end of 2026. The sponsorship reinforces AFA’s commitment to expanding brand presence and building commercial networks in emerging football territories.

Claudio Tapia, President of the AFA, emphasized the significance of the deal:

“We’re pleased to announce this new commercial project with LuLu Group, one of the most important business entities in India. Our brand continues to grow and expand in key markets such as the Middle East and India, where we’ve worked for many years to achieve results like this.”

LuLu Group: A High-Profile Regional Partner

Headquartered in the United Arab Emirates, LuLu Group operates hypermarkets, shopping malls, and logistics companies across Asia and the Middle East. The partnership with AFA reflects its growing interest in sports marketing as a driver for regional brand positioning and community engagement.

For AFA, the collaboration allows the organization to activate in-store campaigns, co-branded promotions, and regional fan engagement that extend the national team's influence far beyond the pitch.

Long-Term Global Strategy

Since 2017, AFA has pursued a structured global expansion aimed at building a commercial footprint across key regions including:

• Asia

• Middle East

• North and Central America

  
  

This latest agreement increases the number of AFA's commercial partners to more than 60 globally, according to Leandro Petersen, AFA’s Commercial and Marketing Director.

“This strategic agreement is the result of years of brand-building and investment by AFA in this region. Working with business groups of this scale shows we are on the right path. India and the Middle East are vital for the AFA brand’s global growth,” said Petersen in comments shared with Olé.

He added that the partnership with LuLu Group would help both entities mutually reinforce brand value through visibility, fan engagement, and business development.

Market Outlook and Sponsorship Trends

The AFA–LuLu Group deal underscores a wider trend in international football: targeted regional partnerships with high-profile local entities that can serve as market entry points. This model has been used by other federations and clubs looking to globalize their presence while tapping into regional fanbases and consumer networks.

With rising interest in the Argentina national team following the 2022 World Cup victory and continued performance at top international tournaments, the timing aligns well with AFA’s objectives to capitalize on global attention and deepen regional affinity.