AFA commercial expansion grew sponsors from six to 120

The Asociación del Fútbol Argentino (AFA) underwent a significant commercial transformation, growing from six sponsors in 2017 to 120 by the end of Leandro Petersen’s tenure as Marketing Manager. Petersen, who is currently the CEO of TAI, detailed a ten-year global expansion plan presented to the Executive Committee in 2018. This strategy focused on developing the national team as a global brand by targeting massive markets in China, India, the Middle East, Africa, and the United States.

In China, the AFA established a leadership position by navigating local digital landscapes, resulting in an e-commerce platform with over 300 products and ten regional sponsors. Industry experts note that this growth represents an unprecedented commercial evolution for the institution, creating an ecosystem where brands can leverage the emotional value and reach of the national team players.

Regarding his departure, Petersen clarified that his exit was planned a year prior to the World Cup and was not related to judicial inquiries involving AFA leadership. He emphasized that his role was strictly executive rather than administrative.