AFA eyes global brand expansion in partnership with Fanatics

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The Argentine Football Association (AFA) has signed a new global partnership with Fanatics.  

Fans of Argentinian football around the world will now have online access to licensed sporting goods, clothing and digital assets of the Argentine national teams. 

Through the deal, AFA is aiming to strengthen its commercial appeal and improve the brand’s positioning globally, with a particular focus on the United States. 

Leandro Petersen, Commercial and Marketing Manager of AFA, said: “Within the global development of the Argentine National Team brand and the expansion of the AFA in the world, a crucial point is the access of our global fans to official products. 

“As it could not be otherwise, we seek to partner with the number one market in ecommerce and sports merchandising to continue our expansion in the US, Europe and the rest of the world. 

“We are happy with this long-term agreement with Fanatics, which will allow us to develop our official global online store over the next five years and continue to grow in new markets with leading companies.”

In addition to being able to purchase the well-known AFA Adidas-branded clothing, fans can also browse a variety of other AFA products developed and designed exclusively by Fanatics. A variety of fan activations will also be made available that offer the chance to win autographed t-shirts and tickets for the main tournaments. 

Claudio Tapia, President of the Argentine Football Association, commented: “It is very important for us that fans from all over the world can have access to the official products of our National Team. 

“That’s why we believe that this agreement with a leader like Fanatics will give our fans around the world quick and direct access to them, in addition to continuing to strengthen and expand our brand internationally. Welcome Fanatics to the family of the Argentine National Team.”

The online store will launch in 2024 using the Fanatics platform, and will offer a shopping experience on both browsers and mobile devices. 

Matthew Primack, SVP of Development and International Trade Affairs at Fanatics, added: “Argentina has a rich football heritage and is one of the most successful nations in the history of this sport, so we are pleased to announce this new global partnership.

“Argentina’s fans are famous for their team and their players and we have the privilege of being able to offer them a wide range of products to make it easier for them to show their support for the national team. Fanatics now works with many of the main international soccer federations and we have extensive global capabilities, which means that, no matter where international soccer fans are, they can buy the latest official products to show their support for their country.”

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