Roger Hampel
Photo Credit: AFA
The Argentine Football Association (AFA) is strengthening its global commercial strategy with the announcement of the AFA Tower in Dubai. This real estate project, developed in partnership with Prestige One, marks another step in AFA’s expansion into the Middle East, a region where it has been growing its presence through sponsorships, events, and marketing initiatives.
AFA’s Real Estate Move in Dubai AFA Tower in Dubai
AFA Tower is designed to serve both as a real estate development and a football business hub. The project includes luxury residences, a football-themed interactive museum, training academies, and a themed restaurant. In addition, AFA will establish regional offices within the building, reinforcing its commitment to this strategic market. The project is part of AFA’s partnership with Prestige One, a major real estate and construction company in the United Arab Emirates. This collaboration started in 2024 and aligns with AFA’s vision of expanding its business reach beyond Argentina.
AFA has been increasing its presence in the Middle East since 2020, leveraging regional sponsorship deals, Arabic-language marketing content, and major football events. The Argentine Super Cup was hosted in Abu Dhabi in 2023, and the national team played a friendly in the region ahead of the 2022 FIFA World Cup, which Argentina later won. Dubai, in particular, has become a major hub for international sports investments. The Middle East’s financial power, coupled with its growing influence in global football, makes it an attractive destination for federations looking to expand their commercial operations.
AFA’s Global Expansion Strategy
The AFA Tower in Dubai is part of a broader global expansion plan that AFA has been executing since 2018. Over the years, AFA has secured over 60 sponsorships and business agreements across multiple regions, including Asia, The Middle East, The United States, India, and Central America.
AFA has also focused on localized branding and digital engagement, launching social media channels in five major languages: Spanish, English, Arabic, Chinese, and Hindi. Additionally, the federation has expanded its e-commerce operations, making official Argentina national team merchandise available in multiple markets.
Football Meets Real Estate
AFA Tower | Photo Credit: AFA
Football organizations are increasingly looking beyond traditional revenue streams such as broadcasting rights and sponsorships. Real estate developments linked to football brands are becoming a viable strategy to create long-term financial stability.
By investing in a project like AFA Tower, the Argentine federation is securing a permanent presence in Dubai, a city known for hosting global business events and high-profile football matches. This also opens doors for future commercial partnerships, hospitality opportunities, and international business deals. The move into real estate and business infrastructure signals a shift in how football federations are looking at global markets not just as sporting opportunities but as long-term business ventures.
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