HSBC Partners Argentine Football Association (AFA) In Singapore and India

Banking behemoth HSBC has struck an official partnership deal with the Argentine Football Association (AFA) in both Singapore and India. 

Ahead of the 2026 FIFA World Cup, the one-year collaboration will see HSBC and AFA work on a gamut of engaging fan initiatives and co-branded activations within Singapore and India. 

The partnership aims to bank on the popularity of Argentine legend Lionel Messi, to cement HSBC’s connection with customers and communities in these key Asian markets.  

The Argentina National Team will play a friendly matches against India October and  a Singapore selection in the first quarter of 2026.  

“This collaboration bridges the worlds of banking and sport, marking the first time a banking institution has collaborated with the Argentine national football team in Singapore and India. Through this agreement, HSBC will hold branding and activation rights across the two countries,” stated the bank’s spokesman.

“HSBC customers and partners will have access to exclusive perks, including tickets to Argentina’s matches, curated fan experiences and meet-and-greet opportunities with the football champions.”

Claudio Fabian Tapia, President of AFA, added, “This agreement looks after our team and we look forward to consolidate our agreement and extend in multiple regions as we progress in 2025 and 2026. We welcome HSBC as the new partner of the Argentina National Team.”

According to ASN data, the Argentina National Football team has been involved in about 14 football deals across Asia since Q222, stamping the popularity of the reigning World Cup champions during this period. The deals tend to be in the US$1m range, and come from a variety of sources from blockchain to FMCG in the food and beverage businesses.  

Meanwhile, HSBC (~US$59.3m, 21.2%) is historically the 2^nd largest investor in the Asian sponsorship market for its category since Q222, with an average quarterly investment of US$5.5m+ during this period. The forecast for Q125 is tipped to hit US$7.9m+, slightly over 1.4x the average quarterly investment.