Leandro Petersen Announces His Departure from AFA after Nine Years
Leandro Petersen, the Commercial and Marketing Director of the Argentine Football Association (AFA), has announced his exit after serving the organization for nine impactful years. This decision, as Petersen explained, was part of a plan laid out some time ago. Nevertheless, he reassured that he would remain “available” to the AFA, ready to assist as needed. Petersen’s departure was officially announced during an event at the AFA’s Ezeiza headquarters.
Arriving at the AFA in 2017, Petersen played a pivotal role in transforming the association’s commercial landscape. Under his leadership, the number of sponsors soared from a mere five in 2017 to an impressive 100 by 2026. His strategic vision extended beyond numbers; it included enhancing the caliber and breadth of companies partnering with the organization.
During the event, Petersen, flanked by AFA President Claudio Chiqui Tapia and legendary player Roberto “Ratón” Ayala, shared insights from his journey. His commitment to the AFA remains unwavering. In Petersen’s own words:
“Seguramente van a continuar con esto y lo van a hacer mejor que yo. Siempre estaré a disposición de AFA, del presidente y el comité ejecutivo. Desde hace mucho tiempo veníamos planificando esto, a algunos se los habíamos contado incluso antes del Mundial, porque las etapas se cumplen. En el caso mío tenía otros desafíos, otros proyectos que voy a empezar a afrontar a partir de ahora.”
Reflecting on the remarkability of his tenure, Petersen recounted the modest beginnings upon his 2017 arrival, when the AFA was supported by a limited number of sponsors. His efforts brought about not just an increase in sponsorship numbers, but a significant upgrade in terms of brand quality and the overall status of the organization.
“Siempre voy a estar a disposición de AFA, del presidente y del Comité Ejecutivo,” Petersen reiterated, emphasizing his readiness to continue supporting the AFA. He underlined the significance of a cohesive team, which would carry forward the ongoing projects: “Tenemos un equipo de trabajo que hemos formado en estos últimos años, que ustedes conocen, y seguramente va a continuar con esto y va a ser mejor que yo.”
Professionally, Petersen’s future is pointed towards new challenges, yet his affiliation with the AFA, deeply embedded due to the transformative nature of his journey there, will continue as an external advisor. His vision had always been to elevate the AFA into a global platform. The organization today stands not just as a football team but as a brand capable of international expansions and collaborations.
The strategic initiatives led by Petersen paved the way for the AFA’s commercial boom in regions like the United States, China, India, the Middle East, Europe, and Latin America. During his stint, the AFA also established international academies and strategic commercial offices, enhancing its global footprint.
Petersen’s visionary approach was recognized by academic circles when the AFA’s global expansion model was reviewed at Harvard Business School. His leadership was instrumental in the AFA securing seven new sponsors during the last World Cup, solidifying its commercial prowess globally.
Another cornerstone of Petersen’s strategy involved leveraging the rich history and legacy of Argentine football legends. Notable players like Sergio Goycochea, Javier Saviola, Martín Palermo, and Maximiliano Rodríguez have been central to AFA’s promotional events worldwide, embodying the passionate spirit of Argentine football.
Petersen’s departure marks the end of a transformative era for the AFA. Yet, underpinned by his strategic frameworks and enduring dedication, the association is poised to continue its upward trajectory on the global stage.
Team V.DIR-EM-UAE
