As part of the institutional tour that the Argentine Football Association (AFA) is conducting in Dubai, Leandro Petersen, Commercial and Marketing Director of the organization, analyzes the international expansion strategy launched in 2020, the AFA Tower project, strategic partnerships in the Middle East, and the role of global sponsors in a World Cup year.
What does Dubai represent within the comprehensive international expansion plan that AFA has been developing since 2020?
Dubai represents a strategic pillar within our international expansion plan launched in 2020. It is a global city with an innovative vision, connected to key markets in Asia, Africa, and Europe, and with a strong commitment to the development of sports and entertainment. For AFA, being present in Dubai means consolidating an international platform that allows us to project our brand, generate new commercial opportunities, and connect with diverse audiences in a rapidly growing region.
Why has the Middle East become a priority region for AFA’s institutional and commercial growth?
Because it combines long-term vision, investment in sports infrastructure, and strong demand for world-class content and experiences. It is a region that values football as a tool for cultural and economic development and offers an ideal ecosystem for building solid and sustainable strategic partnerships.
How did the idea of developing AFA Tower emerge, and what does this project symbolize for AFA globally?
AFA Tower emerged as a natural evolution of our internationalization strategy. We sought to create a physical and symbolic space that represents the identity, history, and values of Argentine football in one of the world’s most important hubs. It symbolizes our ambition to go beyond sports and consolidate a global brand with a permanent presence.
What distinctive features will AFA Tower have, and what kind of experiences will it offer?
It will be an innovative project conceived as a comprehensive experience. It will include interactive spaces, immersive experiences linked to the history and achievements of Argentine football, entertainment areas, hospitality, and exclusive content. The idea is for it to function as a hub for events, commercial activations, and institutional gatherings, connecting emotion, technology, and sport.
What value does Prestige One Developments bring as a strategic partner for AFA in this project?
It brings experience, strength, and a vision aligned with the scale of the project. It is a partner that understands the value of global brands and the importance of developing innovative and sustainable proposals. Working with Prestige One Developments allows us to operate with international standards and deep knowledge of the local market.
Is there an intention to replicate the AFA Tower model in other countries?
Yes. Dubai is the ideal starting point, but the concept is designed to be scalable and adaptable to other strategic markets, always in partnership with strong local partners and in cities that share our vision of growth and innovation.
What challenges does managing a global sports brand in diverse markets like the Middle East involve?
It involves deeply understanding the cultural, commercial, and regulatory particularities of each market. The main challenge is balancing the identity and values of Argentine football with adaptation to local dynamics. This requires planning, active listening, and a long-term strategy.
What role do local commercial partners play?
They are essential. They provide market knowledge, cultural proximity, and operational capacity. Working with strong partners allows us to minimize risks and develop projects with real impact, aligned with our global vision and local expectations.
In addition to these meetings, AFA will participate in an event together with strategic sponsor EVEST at the Burj Khalifa. How important is this alliance in a World Cup year?
This alliance with EVEST is particularly significant because it takes place in a World Cup year—a moment when football becomes a global platform for connection, emotions, and audiences. For AFA, it represents a unique opportunity to strengthen our brand and reinforce our international presence alongside a partner that shares a long-term vision.
The fact that the event is held at the Burj Khalifa is no coincidence: it is a symbol of leadership, innovation, and global projection—values aligned with both AFA and EVEST. It allows us to generate high-impact experiences and continue developing commercial opportunities in a strategic region.
For EVEST, partnering with a world champion federation in a World Cup year means associating its brand with values such as excellence, high performance, and trust. For AFA, it is an alliance that generates value, sustainable growth, and reinvestment in the development of Argentine football.
Beyond these two events, does AFA have other activities planned as part of this trip to Dubai?
We are developing a very intense and strategic institutional agenda. During this tour, we will hold working meetings with the Dubai Sports Council, a key organization in promoting sports development and positioning Dubai as an international benchmark for high performance and the organization of major sporting events.
The agenda also includes the signing of a cooperation agreement with Dubai Basketball, aimed at knowledge exchange, the development of joint projects, and the generation of new opportunities for the international growth of basketball. For us, these meetings are essential to strengthen institutional ties, share strategic visions, and continue expanding AFA’s international reach.
What message would you like to convey to partners, investors, and international audiences?
A message of confidence and long-term vision. The Argentine Football Association is building a serious, sustainable, and global project based on values, professionalism, and innovation. We invite our partners and investors to be part of this journey and to grow alongside a brand with history, passion, and an increasingly solid international projection.
What does it mean to lead this process of AFA’s global expansion?
It is a great responsibility and, at the same time, a source of pride. Professionally, it means leading a complex and challenging process that requires strategic vision, teamwork, and a global perspective. Personally, it represents the opportunity to bring the identity and values of Argentine football to the world and to be part of a historic stage of growth and transformation for AFA.
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