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Messi Led Argentina Attracts Asian Brands Before FIFA World Cup
The Argentina Football Association (AFA) has been keen to leverage on its popularity as one of the most followed international teams in the world by securing regional deals in Asia before the FIFA World Cup 2022 in Qatar next month.
In a historic deal, India’s biggest dairy player Amul have signed a regional sponsorship deal with the Albicelestes ahead of the FIFA World Cup 2022. Besides Amul, the AFA also has a similar arrangement with automobile company GAC-Mitsubishi in China. With Messi reportedly in his last World Cup, it is little wonder why brands want a slice of the action.
President of the Argentine Football Association, Claudio Fabian Tapia, in an official statement, expressed his pleasure as he welcomed Amul as their regional sponsor for the world’s biggest sporting event. “We are happy to have Amul being AFA’s first regional sponsor in India,” he stated.
Meanwhile, the COO of the Gujarat Cooperative Milk Marketing Federation Ltd, Jayen Mehta, also echoed how Amul was proud of the development. “Amul is proud to announce its association with the Argentina Football Association (AFA),” he was quoted.
According to ASN data, Amul is the 4th highest spender in sports in India with 8.8% of the market share (~US$2m) for its sponsorship category since Q1:2020.
Despite the controversies surrounding the first FIFA World Cup in the Middle East, major Asian brands such as Hisense, Byju’s, Vivo, Hyundai, Wanda and Mengniu have all invested heavily with the quadrennial tournament.
