Roger Hampel
Photo Credit: Argentine Football Association
The Argentine Football Association (AFA) has announced a new regional sponsorship agreement with PU Prime, a Canada-based fintech company specializing in online trading services. The partnership focuses on brand expansion in Canada, one of the host nations of the upcoming 2026 FIFA World Cup, and is expected to extend beyond the tournament period.
The deal marks AFA’s first commercial partnership in the Canadian market and supports the federation’s broader strategy of regionalized sponsorships aimed at maximizing international brand exposure and partner engagement in key growth territories.
Targeting Strategic Markets Ahead of the 2026 World Cup
With Canada co-hosting the 2026 World Cup alongside the United States and Mexico, the sponsorship reflects AFA’s intent to establish early commercial and fan-facing presence in strategically important regions. PU Prime, as a fintech brand with operations in Canada, gains access to a high-profile marketing asset—Argentina’s national football team, the current world champions.
As part of the agreement, PU Prime will be granted rights to:
Run contests and promotional campaigns offering VIP matchday experiences
Distribute autographed merchandise
Activate its brand through licensed use of AFA imagery and content
The partnership also includes hospitality packages and client engagement opportunities around major events involving Argentina’s national teams.
AFA’s Regional Sponsorship Strategy AFA PU Prime
The PU Prime deal adds to a growing list of regional partnerships signed by AFA in recent years. Since 2020, the association has focused on opening commercial offices in new international markets, developing localized sponsor activations, and tailoring its brand offering for non-traditional football territories.
Leandro Petersen, AFA’s Commercial and Marketing Director, commented:
"This agreement with PU Prime marks our entry into the Canadian market and continues the international expansion of the AFA brand. The goal is to bring value to our partners and strengthen our presence in key regions ahead of future global events."
Fintech Firms Increasing Presence in Sports Sponsorship
The agreement also reflects a larger trend of fintech and trading platforms entering sports sponsorship, often as a means to establish brand trust and market visibility in competitive financial sectors. PU Prime follows similar moves by trading firms aligning with global sports properties to build brand equity through association with successful national teams.
Joffrey Charbonnier, representative of PU Prime, stated:
"Partnering with AFA gives us a global platform to reinforce our core values. Like in trading, success in football is built on preparation, execution, and teamwork. This sponsorship aligns with our vision of reaching new markets while promoting a strong brand identity."
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