Wanda Sports Renews Argentine Football Association (AFA) Deal

Chinese conglomerate Dalian Wanda’s sports arm Wanda Sports has renewed its exclusive deal with the Argentine Football Association (AFA) for China. 

The partnership first began in 2022,  and was used to leverage around the World Cup in Qatar, where Wanda Sports was the exclusive partner of the Argentine national team in China.

As part of the original agreement, Wanda was the conduit to help seven companies, including Wanda Investment Group, Yili Group, GAC Mitsubishi, Lingxi Entertainment, Panpan Food, Cotti Coffee, and Wanjiale to become regional sponsors of the Argentine national team. 

The recent renewal makes Wanda the commercial agent of the Argentinian national soccer teams until the end of 2024, and also allows it to capitalise on friendlies against Nigeria and Ivory Coast in China next month and the upcoming Copa America in June. 

Claudio Tapia, president of AFA , said, “This new alliance with the leading commercial group in the Chinese market such as Wanda consolidates the leadership of our Institution in a market as important and strategic as China, where we have a huge audience, and many companies that support our projects. This step will undoubtedly give a new leap in quality in AFA’s global expansion.”

Hu Chenggen, general director of the International Department of Wanda Sports Group, added, “After the successful cooperation in 2022, Wanda Sports is honored to renew its strategic cooperation with the AFA and continue to be the exclusive partner of the Argentine national team in the Chinese market.”

“Wanda Sports will make every effort to find Chinese sponsors who combine the unique brand value and outstanding strength of the Argentine national team with rich resources of domestic customers, and provide Chinese sponsors with the best marketing services.”

According to ASN data, Wanda Group, the parent company of Wanda Sports (1.7%, almost US$2.2m) on football related sponsorships in Asia since Q221.  In terms of spends, Wanda Group still pales from its main rival Evergrande Group’s historical spends (37%, slightly over US$47m), however, the former has been adept in securing partnerships with prestigious international tournaments like the FIFA World Cup.