AFA Signs Kingfisher as Regional Sponsor in India Ahead of 2026 World Cup Qualifiers.

Roger Hampel

Photo Credit: Argentine Football Association (AFA)

The Argentine Football Association (AFA) has announced a new regional sponsorship agreement with Kingfisher, one of India’s most recognized beverage brands, owned by United Breweries. The one-year deal, covering the full calendar year of 2025, designates Kingfisher as the seventh regional sponsor of the Argentina national team in India, reinforcing AFA’s long-term strategy of expanding its commercial presence in South Asia.

This agreement further consolidates AFA’s positioning in the Indian market, which has become a core focus of the federation’s international operations since the launch of its regional strategy in 2020.

Strategic Sponsorship as Part of AFA’s India Expansion AFA Kingfisher

As part of the agreement, Kingfisher will support the Argentina national team’s remaining World Cup qualifiers and activate the partnership across multiple Indian states through:

• Nationwide fan events tied to Argentina matches

• Limited-edition co-branded packaging

• Joint promotional campaigns featuring Argentine players and Indian media personalities

  
  

The collaboration marks another localized brand partnership as AFA continues to develop its presence through content creation, influencer partnerships, physical activations, and region-specific campaigns.

Kingfisher Activation: Special-Edition Products and Multi-Channel Campaigns

According to the announcement, Kingfisher plans to launch Argentina-themed packaging and co-branded campaigns throughout 2025. These campaigns will be integrated into both the brand’s physical distribution network and digital media platforms, enhancing Kingfisher’s alignment with football culture in India during the crucial build-up to the 2026 FIFA World Cup.

This model mirrors AFA’s prior partnerships in India, which have included:

• Customized digital content on regional AFA channels

• In-person activations and fan meet-ups

• Television and commercial campaigns targeting regional audiences

  
  

India as a Priority Market for AFA

India remains one of the fastest-growing markets for global football, with a growing appetite for international teams and player-driven brand storytelling. AFA’s commercial and digital expansion in the region includes:

• A dedicated Indian digital presence

• Regional brand partnerships

• Participation in football-adjacent consumer sectors such as FMCG, fintech, and fashion

  
  

Kingfisher joins a roster of brands aligned with AFA to leverage football’s marketing power to tap into India’s youthful, sports-oriented consumer base.

Leadership Commentary

Claudio Tapia, President of AFA, said:

“We are pleased to welcome Kingfisher as a regional sponsor in India. This agreement strengthens AFA’s expansion in a strategically important territory. The launch of a limited-edition Argentina bottle reinforces how football and culture can align for mutual brand growth.”

Leandro Petersen, AFA’s Chief Commercial & Marketing Officer, added:

“This agreement with United Breweries is another step in consolidating the AFA brand in India. We’re committed to working with partners who share our values and our focus on fan connection ahead of the next World Cup cycle.”