The Argentine Football Association (AFA) has signed its latest commercial deal, building up its engagement with the betting industry in the process, via a deal with Parimatch.
Founded in Ukraine and headquartered in Cyprus, Parimatch operates a betting and gaming platform across multiple countries. The firm’s agreement with the AFA is a regional one focusing on Asia.
AFA branding will now be featured in Parimatch-organised events in its Asian markets, as the football association looks to expand its international reach and visibility. This is a long-term goal of the AFA, which has embarked on 55 regional partnerships in pursuit of it.
Claudio Tapia, President of the AFA, said: “We thank Parimatch, a leading company in the gaming industry, for their decision to join the Argentine football family as regional sponsors of the Argentina National Team in the Asian region.
“AFA continues to take firm steps to expand its presence, consolidate strategic markets, and forge alliances with leading companies in each sector.
“This agreement enables our Association to be active in Asia and further strengthen our leadership in the world of football. We warmly welcome Parimatch as a Regional Sponsor of our Association.”
The AFA’s deal with Parimatch comes two years after the association partnered with BetWarrior, its first-ever betting arrangement. Like other major football organisations, the AFA is becoming keenly aware of the revenue streams available through betting arrangements.
Such partnerships also fulfil a valuable fan engagement function for the football associations that embark on them. The arrangement with Parimatch has similar objectives in this area, with the bookmakers’ customers able to gain collectibles and custom T-shirts signed by national team players.
The AFA’s efforts to enhance its international image – discussed by the league’s Chief of Marketing, Leandro Petersen, in an Insider Sport interview earlier this year – comes off the back of the national team’s 2022 World Cup victory, and the Parimatch deal was penned shortly before the team secured its 16th Copa America title on Sunday evening.
A Parimatch press statement read: “We are delighted to partner with the Argentine Football Association as their Regional Sponsor for Asia.
“This collaboration marks a pivotal moment for Parimatch as we deepen our commitment to fostering football in Asia and providing unparalleled gaming experience for fans.
“Our alliance with AFA allows us to expand our brand footprint and engage passionately with football enthusiasts throughout Asia.”
