January 2 – The Argentine Football Association (AFA) has announced a new regional sponsorship agreement with air conditioning company BGH, marking another strategic partnership as the national team gears up for the 2026 World Cup.
The two-year deal covers both the qualification period and the tournament itself, providing BGH with branding and activation rights across South America. As part of the agreement, BGH customers and partners will have access to exclusive perks, including tickets to Argentina’s matches, fan experiences, visits to AFA’s facilities, and on-field branding opportunities during national team games.
The deal with BGH follows a series of high-profile partnerships secured by the AFA in recent months. In late 2024, the organisation renewed its partnership with XTrend, a forex trading company, which remains the regional sponsor of the Argentine national team in Europe.
Additionally, the AFA entered a regional commercial agreement with Parimatch, a Cyprus-based international gambling firm, further diversifying its sponsorship portfolio.
Leandro Petersen, commercial and marketing manager of AFA, said: “The vision that the AFA Executive Committee has outlined for more than seven years, understanding the positioning of the AFA brand as one of the leading global sports properties is reflected every day with agreements of this relevance. The confidence of brands and multinationals like BGH in the added value that associating with the Argentine and AFA National Teams gives them, reflects the work and professionalism that we offers brands in their search for consolidation and market expansion.”
“AFA continues to strengthen its position of global dominance with top-level commercial partners such as BGH. Our Argentine national team fans will thus be able to access unparalleled experiences, and thanks to BGH, feel closer to their fans. We thank BGH for trusting AFA to develop this important strategic alliance, starting today to work together to provide brand value to the BGH family throughout the South American territory.”
Contact the writer of this story, Harry Ewing, at moc.l1735922000labto1735922000ofdlr1735922000owedi1735922000sni@g1735922000niwe.1735922000yrrah1735922000