Roger Hampel
Leandro Petersen, Chief Commercial & Marketing Officer at AFA
In the highly competitive landscape of football business, excelling in sponsorship and brand expansion is a significant achievement. The Argentine Football Association (AFA) has set a new benchmark, closing 2024 with an unprecedented 65 international sponsors. This remarkable achievement not only highlights AFA’s strategic prowess but also earned them the prestigious Globe Soccer Award in Dubai, recognizing them as the Leader Association in Brand Expansion.
This interview with Leandro Petersen, Chief Commercial & Marketing Officer at AFA, dives deep into the strategies, milestones, and vision that propelled AFA to this historic record. From breaking sponsorship barriers and redefining global brand outreach to leveraging the impact of winning the FIFA World Cup 2022 on their business, Leandro shares invaluable insights into the success story that positions AFA as a global leader in football marketing.
Leandro Petersen with the prestigious Globe Soccer Award in Dubai
SPONSORSHIP EXPANSION Interview Leandro Petersen AFA Argentine Football Association
Roger Hampel (Founder, Football Business Journal): AFA has achieved extraordinary success in sponsorship, closing 2024 with an absolute record of 65 international sponsors—a significant leap from just 6 in 2018. This remarkable achievement was further recognized at the Globe Soccer Awards in Dubai, where AFA was honored as the Leader Association in Brand Expansion. What has been the key to driving such unprecedented growth?
Leandro Petersen (Chief Commercial & Marketing Officer at AFA - Argentine Football Association): The key to the remarkable growth in sponsorship for AFA lies in its ability to provide value and benefit to its sponsors through strategic partnerships and effective brand exposure. By creating a mutually beneficial relationship, AFA has been able to attract a wide range of international brands seeking to enhance their visibility and reach within the target audience of the organization. Additionally, the organization's commitment to delivering high-quality events, engaging content, and meaningful interactions with its audience has helped to establish AFA as a desirable platform for sponsors looking to effectively engage with their target market. Through consistent growth and successful collaborations, AFA has demonstrated the importance of building strong relationships, delivering value, and staying ahead of industry trends to drive sponsorship growth and overall success in the competitive landscape of the global market.
Roger Hampel (Football Business Journal): What benefits does the diversity of partners bring to the federation and the development of your brand?
Leandro Petersen (Argentine Football Association): Diversity of partners in a federation brings numerous benefits to both the organization and the development of its brand. By engaging with partners from various backgrounds, industries, and perspectives, the federation can leverage a diverse pool of expertise, resources, and networks. This diversity fosters innovation, creativity, and problem-solving capabilities within the organization, leading to more effective strategies and solutions.
Moreover, partnering with a diverse range of stakeholders allows the federation to reach a broader audience and tap into new markets. This can lead to increased brand visibility, customer acquisition, and revenue streams. By demonstrating a commitment to diversity and inclusion through its partnerships, the federation can enhance its reputation, build trust with stakeholders, and strengthen its position as a socially responsible organization.
Furthermore, partnerships with diverse organizations can open up opportunities for collaboration, knowledge sharing, and capacity building. By working with partners that bring unique perspectives and experiences to the table, the federation can expand its own skills, expertise, and capabilities. This not only benefits the organization internally but also enhances its ability to adapt to evolving market trends and challenges.
In conclusion, the diversity of partners is a strategic asset that can drive growth, innovation, and brand development for a federation. Embracing diversity in partnerships is not only beneficial for the organization's bottom line but also contributes to a more inclusive, resilient, and sustainable business model.
INTERNATIONAL MARKET EXPANSION
Roger Hampel: How is AFA increasing its presence and business activities in international markets? What steps have been taken to grow your brand globally, especially in regions such as China, Asia, the USA, and the MENA region?
Leandro Petersen: The Argentina Football Association (AFA) has strategically expanded its presence and business activities in international markets through a multifaceted approach aimed at increasing brand awareness and market penetration. The company's growth strategy in regions such as China, Asia, the USA, and the MENA region involves the following key steps:
1. Market Research and Analysis: AFA conducts thorough market research to understand consumer preferences, cultural nuances, and competitive landscapes in each target region. This helps in tailoring products and marketing strategies to meet the specific needs of customers in those markets.
2. Local Partnerships and Networks: AFA establishes strategic partnerships with local distributors, retailers, and influencers to leverage their networks and expertise in navigating the nuances of each market. These partnerships help in building brand credibility and expanding market reach effectively.
3. E-commerce and Online Presence: AFA focuses on strengthening its online presence through e-commerce platforms and digital marketing initiatives. This approach allows the brand to reach a global audience, including customers in regions where physical stores might not be feasible.
4. Geo-Localization of Branding and Marketing: AFA customizes its product offerings and marketing campaigns to resonate with the unique preferences and cultural norms of each target region. This includes adapting designs, sizing, colors, and marketing messages to appeal to local tastes and preferences.
Asia's coffee chain, Cotti Coffee, a Global Sponsor of Argentina National Team, features the AFA brand across 5,000+ stores in Indonesia, Japan, Korea, China, Vietnam, and Canada, supporting AFA's global expansion.
5. Participation in Trade Shows and Events: AFA actively participates in industry trade shows, sports expos, and other events in target regions to showcase its branding potential, build relationships, and gather market feedback. This helps in increasing brand visibility and establishing a stronger presence in key markets.
6. Sponsorships and Brand Ambassadors: AFA collaborates with current and pasts legends to serve as brand ambassadors and promote its branding capabilities. This strategy helps in enhancing brand credibility, increasing brand awareness, and connecting with the target audience on a more personal level.
7. Sustainability Initiatives: AFA emphasizes sustainability and ethical practices in its manufacturing processes and supply chain of all the official merchandise. This commitment to sustainability resonates with consumers worldwide, including those in regions like Asia and the USA where sustainability is a growing concern among consumers.
By implementing these strategic steps, AFA is effectively expanding its global footprint and strengthening its position in international markets such as China, Asia, the USA, and the MENA region. Through a combination of market research, local partnerships, digital initiatives, localized strategies, and brand-building efforts, AFA is poised for sustained growth and success in the competitive global apparel industry.
IMPACT OF WINNING THE 2022 WORLD CUP ON COMMERCIAL GROWTH
Photo Credit: fifa.com | A flashback in Messi's FIFA World Cup magical journey.
Roger Hampel: How has winning the 2022 World Cup impacted the commercial value of AFA, and how has this been leveraged to increase interest from sponsors and business partners following the success?
Leandro Petersen: Winning the 2022 World Cup has significantly boosted the commercial value of the Argentine Football Association (AFA) and opened up new opportunities for sponsorship and partnerships. The success on the global stage has not only elevated the brand of the national team but also positioned the AFA as an attractive marketing and branding opportunity for businesses seeking to align themselves with a world-leader sporting entity.
The increased visibility and positive association with success that come with winning the World Cup has allowed the AFA to command higher sponsorship fees and attract a wider range of partners eager to capitalize on the team's prestige. This success has translated into enhanced brand recognition, increased fan engagement, and a larger international fan base, all of which are appealing to sponsors and business partners looking to reach a broader audience and brand reach.
In leveraging this success, the AFA has strategically marketed itself as a gateway to reaching millions of passionate football fans worldwide. By highlighting the team's achievements and showcasing its star players, the association has been able to strike lucrative sponsorship deals and partnerships with companies looking to tap into the massive appeal of football as a global sport.
Furthermore, the AFA has capitalized on its World Cup victory by engaging in targeted marketing and promotional activities to maintain and grow its fan base, both domestically and internationally. By leveraging social media, digital platforms, and traditional marketing channels, the association has been able to engage fans, increase brand loyalty, and attract new followers who are drawn to the team's recent success.
In conclusion, winning the 2022 World Cup has had a transformative impact on the commercial value of the AFA, allowing it to attract new sponsors and business partners eager to align themselves with a successful and globally recognized football brand. By leveraging this success through strategic marketing initiatives and brand building, the AFA has positioned itself as a valuable partner for companies seeking to connect with a passionate leader and engaged audience of football fans around the world.
Prestige One Developments has become the first real estate sponsor from the Middle East to partner with the Argentine National Football Team.
Roger Hampel: What are your plans for capitalizing on this success to further grow the AFA brand on the international stage?
Leandro Petersen: To further grow the AFA brand on the international stage, the following strategic plan is proposed:
1. Market Expansion: Conduct thorough market research to identify key international markets with high demand for AFA products. Develop targeted marketing campaigns to penetrate these markets effectively.
2. Partnerships and Collaborations: Forge strategic partnerships with key players in the industry to leverage their networks, expertise, and resources for mutual benefit. Collaborating with reputable international brands can help increase brand visibility and credibility.
3. Product Diversification: Introduce new product lines or variations tailored to meet the specific preferences and needs of the international markets. This can help broaden the brand's appeal and attract a more diverse customer base.
4. Online Presence: Enhance the brand's online presence by optimizing the website for international audiences, leveraging social media platforms, and exploring e-commerce opportunities to reach a global customer base.
5. Brand Ambassador Programs: Engage influential personalities or celebrities in international markets to act as brand ambassadors. Their endorsement can significantly boost brand awareness and credibility in new territories.
6. Cultural Sensitivity: Adapt marketing strategies and messaging to resonate with the cultural nuances of the target markets. Understanding local customs and traditions is crucial in building trust and establishing a strong connection with international consumers.
7. Trade Shows and Events: Participate in international trade shows and events to showcase AFA products, network with industry professionals, and generate buzz around the brand. These platforms offer valuable exposure and opportunities for business development.
By executing these strategic initiatives with precision and agility, AFA can position itself as a formidable player in the global market and capitalize on its existing success to achieve sustainable growth and international recognition.
Leandro Petersen at Soccerex Miami 2024
FRIENDLY MATCHES IN THE US, EUROPE AND ASIA
Roger Hampel: What benefits do you see in organizing friendly matches outside Argentina, especially in terms of attracting new fans and sponsors?
Leandro Petersen: Organizing friendly matches outside Argentina provides numerous benefits for the Association, both in terms of attracting new fans and sponsorships. Firstly, playing matches in India, China, Europe, the USA, and Asia allows Argentine National Team to tap into new fan bases and expand their global reach. These matches offer a platform to showcase the Argentine talent, style of play, and heritage to audiences who may not have been exposed to Argentine football before.
Furthermore, organizing international friendly matches also helps in building relationships with international sponsors and partners. By showcasing their brand during the marketing event, AFA can attract new sponsors who are seeking an international platform to promote their products or services with a winning leader team with a historic legacy. These partnerships can provide additional revenue streams for the team and help in funding youth developments infrastructure, and other operational expenses.
Argentina vs. Australia in Bejing, China (2023). Photo Credit: AFA
Moreover, playing matches in different countries can help in increasing the team 's brand visibility and recognition on a global scale. This can lead to higher merchandise sales, increased social media following, and a stronger presence in the international football landscape.
In conclusion, organizing friendly matches outside Argentina offers a multitude of benefits for the team in terms of attracting new fans and sponsors. By expanding their global reach, building international partnerships, and increasing their brand visibility, the team can strengthen its position in the global football market and secure long-term financial stability.
Argentina vs. Costa Rica in Los Angeles, California (2024). Photo Credit: AFA
MEDIA RIGHTS AND BROADCASTING AGREEMENTS
Roger Hampel: What changes has AFA made in its approach to selling broadcasting rights in recent years, particularly regarding international broadcasting packages?
Leandro Petersen: In recent years, the Argentine Football Association (AFA) has implemented several significant changes in its approach to selling broadcasting rights, particularly with regards to international broadcasting packages. One key change is the shift towards a more digital-focused strategy, with a greater emphasis on streaming platforms and online distribution channels. This move reflects the growing trend towards digital consumption of sports content worldwide.
Another important change is the bundling of broadcasting rights across different regions to create comprehensive international packages. By offering rights to multiple countries or regions in a single package, AFA has been able to attract larger audiences and increase revenue streams. This approach also allows for more targeted marketing and tailored content delivery to specific international markets.
Furthermore, AFA has been exploring new partnership opportunities with international media companies and streaming services to expand its reach and appeal to a global audience. By collaborating with local broadcasters or platforms, AFA can ensure that its content is accessible to fans in various countries and regions, while also benefiting from the expertise and resources of these partners.
Overall, these changes in AFA's approach to selling broadcasting rights have enabled the organization to adapt to the evolving media landscape and capitalize on the increasing demand for sports content worldwide. By embracing digital platforms, bundling rights strategically, and forming strategic partnerships, AFA has positioned itself for continued growth and success in the international broadcasting market.
Roger Hampel: How has the digital platform AFA Play impacted fans' access to matches and content globally, and how has it contributed to increasing the global visibility of Argentine football?
Leandro Petersen: AFA Play, the digital platform developed by the Argentine Football Association (AFA), has significantly revolutionized fans' access to matches and content globally, thereby elevating the visibility of Argentine football on a global scale. By offering live streaming of matches, on-demand content, exclusive interviews, and behind-the-scenes footage, AFA Play has created a seamless digital experience for fans worldwide.
One key impact of AFA Play is the democratization of access to Argentine football matches. By providing a centralized platform for fans to watch games from anywhere in the world, AFA Play has bridged geographical barriers and allowed fans to support their favorite teams and players in real-time. This accessibility has not only increased fan engagement but has also fostered a sense of community among global supporters of Argentine football.
Moreover, AFA Play has played a pivotal role in increasing the global visibility of Argentine football. Through its digital presence, AFA Play has successfully showcased the talent, passion, and rich history of Argentine football to a broader audience. By curating high-quality content and promoting the unique aspects of Argentine football culture, AFA Play has captivated fans worldwide and positioned Argentine football as a prominent force in the international football landscape.
Furthermore, AFA Play has leveraged the power of digital platforms to foster brand partnerships and drive commercial opportunities for Argentine football. By offering innovative advertising and sponsorship packages, AFA Play has attracted global brands looking to reach a diverse and engaged audience. This symbiotic relationship between AFA Play, fans, and commercial partners has not only boosted the revenue streams for Argentine football but has also enhanced its marketability on a global scale.
In conclusion, AFA Play has revolutionized fans' access to matches and content globally, while also significantly increasing the global visibility of Argentine football. Through its innovative digital platform, AFA Play has created a dynamic and immersive experience for fans, strengthened the bond between global supporters and Argentine football, and positioned Argentine football as a thriving and influential entity in the global sports arena.
DIGITAL TRANSFORMATION AND FAN ENGAGEMENT
Roger Hampel: What actions is AFA taking to engage fans in the digital era? What are the key initiatives in the federation’s digital transformation efforts?
Leandro Petersen: The AFA has been actively engaging fans in the digital era through various strategic initiatives as part of its digital transformation efforts. Some key actions taken by AFA to engage fans include:
1. AFA Play: AFA's own digital platform, AFA Play, provides fans with exclusive content, including live matches, highlights, interviews, and behind-the-scenes footage.
2. Social Media Engagement: AFA has significantly increased its presence on social media platforms such as Facebook, Twitter, and Instagram to interact with fans, share updates, and create a sense of community among supporters in five distinctive and specific targeted languages.
3. Mobile App: AFA has developed a mobile app that offers fans a personalized experience, including news, match schedules, live scores, and interactive features.
4. Virtual Fan Engagement: AFA has introduced virtual fan engagement initiatives such as virtual matchday experiences, online fan events, and digital fan zones to bring fans closer to the action.
5. E-Sports: AFA has ventured into the e-sports realm by organizing virtual football tournaments and competitions to engage with a wider audience and tap into the growing popularity of gaming.
AFA Esports Teams
6. Data Analytics: AFA is leveraging data analytics and fan insights to tailor content, enhance engagement strategies, and optimize the overall fan experience.
Overall, AFA's digital transformation efforts are focused on leveraging technology, data, and digital platforms to enhance fan engagement, increase reach, and create immersive experiences for football enthusiasts in the digital era.
AFA surpassed 10M followers on the Selección Argentina in English and Chinese social networks and 3M followers on the Middle East Platforms in Autumn 2024
WOMEN'S FOOTBALL DEVELOPMENT
Roger Hampel: John P. Reynal (The President & CEO of The Women's Cup) stated in an interview for Football Business Journal that the most interesting growth market right now in women's football is Latin America. How is AFA supporting the growth of interest in women’s football? Are there plans to expand sponsorship cooperation in this area?
Leandro Petersen: The Argentine Football Association (AFA) has been actively supporting the growth of interest in women's football through various initiatives. One key strategy they have implemented is investing in grassroots development programs to encourage more girls and young women to participate in the sport. By providing opportunities for training, competition, and skill development, AFA is nurturing the talent pool and fostering a strong foundation for women's football in Argentina.
Furthermore, AFA has been working on enhancing the visibility and commercial viability of women's football in the country. They have organized high-profile tournaments and leagues to showcase the talent and attract more fans and sponsors to the women's game. By increasing the exposure and reach of women's football, AFA is helping to generate more interest and support for the sport among the Argentine population.
In terms of expanding sponsorship cooperation in Latin America, AFA has been actively seeking partnerships with companies and brands that are interested in supporting women's football. By leveraging the increasing popularity of the sport and the growing fan base in the region, AFA is creating opportunities for sponsors to align their brands with the values and excitement of women's football.
Overall, AFA's efforts to support the growth of interest in women's football in Argentina and across Latin America are crucial for advancing the sport and empowering women in the region. By investing in grassroots development, increasing visibility, and seeking sponsorship cooperation, AFA is playing a key role in driving the momentum of women's football forward in Latin America.
Women's Superclasico | Boca Juniors vs. River Plate
LICENSING AND MERCHANDISE SALES
Roger Hampel: How has the success of the national team impacted the development of AFA’s licensing program and increased the sales of official jerseys and accessories on international markets, particularly through partnerships with global retail brands?
Leandro Petersen: The success of the national team has played a vital role in boosting the development of the AFA's licensing program and driving up sales of official jerseys and accessories on international markets, particularly through collaborations with global retail brands. The achievements of the national team have elevated the profile and popularity of Argentine football worldwide, creating a heightened demand for official merchandise among fans and enthusiasts. This success has enhanced the marketability of the national team brand, making it an attractive proposition for global retail brands seeking to partner with a prestigious and successful entity.
Collaborations with brand like Fanatics for the US market have not only expanded the reach of AFA merchandise but have also allowed for the creation of exclusive and innovative product lines that cater to diverse consumer preferences. By leveraging the success of the national team, the AFA has been able to establish itself as a key player in the licensing industry, attracting interest from international retailers looking to capitalize on the popularity of Argentine football. These partnerships have enabled the distribution of official jerseys and accessories to a broader audience, tapping into new markets and driving up sales volumes.
CLUB-LEVEL INFRASTRUCTURE AND INITIATIVES
Roger Hampel: How does AFA support the commercial development of Argentinian teams and help them improve their branding and digital rights strategies?
Leandro Petersen: The Argentine Football Association (AFA) plays a crucial role in supporting the commercial development of the teams in Argentina by providing strategic guidance and resources to help them improve their branding and digital rights strategies. AFA offers the teams access to expert advice on how to effectively manage their brand identity, enhance their online presence, and maximize revenue opportunities.
One key way in which AFA supports commercial development is by organizing workshops, training sessions, and seminars for club representatives on branding and digital marketing strategies. These initiatives help the teams improve their understanding of market trends, consumer behavior, and emerging technologies, enabling them to develop more effective branding and digital rights strategies.
Furthermore, AFA collaborates with the teams to negotiate sponsorship deals, merchandise agreements, and broadcasting rights, leveraging its industry connections and expertise to secure lucrative partnerships for the team . By helping the teams generate additional revenue streams, AFA promotes sustainable growth and financial stability within the Argentine football ecosystem.
AFA also facilitates the implementation of digital platforms and technologies that enhance the team ' online presence and engage fans more effectively. By leveraging social media, mobile apps, and streaming services, the teams can expand their reach, build a loyal fan base, and increase their commercial value.
INTERNATIONAL FOOTBALL ACADEMIES
Roger Hampel: Does AFA have plans to launch international football academies? If so, what would be the goals of these initiatives, and how could they contribute to the global development of Argentine football and attract international talent and sponsors?
Leandro Petersen: Yes, the Argentine Football Association (AFA) does have plans to launch international football academies. The primary goal of these initiatives would be to expand the reach and influence of Argentine football globally by developing young talent outside of Argentina. By establishing international academies, AFA aims to assist on the legacy building and nurture promising players from diverse regions, providing them with training and guidance in the Argentine footballing style and philosophy.
These academies would not only serve as talent development centers but also as hubs for promoting the values and techniques that have made Argentine football renowned worldwide. Through these initiatives, AFA seeks to accelerate the global development of Argentine football by exporting its expertise, coaching methods, and playing style to new markets.
7 Argentine Soccer Academies and Schools has been already opened in 3 continents as part of AFA's 2024 global expansion
Moreover, the international academies can attract top-tier talent from different countries, offering them the opportunity to train under the guidance of Argentine football experts and immerse themselves in the rich footballing culture of Argentina. This can help AFA tap into a broader pool of talent, potentially discovering future stars who can contribute to the success of Argentine football at the international level.
In terms of attracting sponsors, the launch of international football academies by AFA could present attractive opportunities for brands looking to align themselves with the prestige and legacy of Argentine football. Sponsors may be enticed by the prospect of being associated with AFA's global expansion efforts, as well as gaining access to a wider audience of football enthusiasts who are engaged with the development of young talent in the sport.
Overall, the establishment of international football academies by AFA holds the potential to not only enhance the global footprint of Argentine football but also to foster international collaborations, drive talent development, and attract sponsors who are eager to be part of the continued success story of Argentine football on the world stage.
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Are the insights from the Football Business Journal aligning with your professional interests? Your feedback is always welcome at: roger.hampel@footballbusinessjournal.com.
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