The Argentine Football Association (AFA) has expanded its partnership with Druid Sport, the boutique sports marketing agency, to serve as its exclusive commercial representative in the Indian Subcontinent.
This latest agreement will see Druid Sport manage and sell regional sponsorship rights for the Argentina national teams.
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The AFA already has established partnerships in India, with brands such as Amul and Kingfisher.
Druid has been tasked with expanding the federation’s partnership portfolio in the region in the build-up to the 2026 FIFA World Cup.
This collaboration comes as Argentina prepares to visit Kerala in November for a special international friendly, as they prepare to defend their title at next year’s edition of the showpiece tournament.
Druid also manages the AFA’s commercial rights in China after being appointed to that role in July.
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By GlobalDataThese deals exist alongside the AFA’s partnership with sports agency heavyweight IMG, which is the governing body’s exclusive Asia-Pacific sponsorship agency until 2026.
Through that deal, IMG is also seeking out new sponsorship opportunities for the AFA and its representative teams across 29 APAC countries during the build-up to the World Cup.
In August, the AFA also announced a strategic partnership agreement with sports marketing agency EMW Global for commercial advisory on sponsorships and partnerships.
The AFA recently renewed its regional partnership with forex trading company XTrend in Europe, while international banking giant HSBC was brought in as a regional commercial partner earlier this year for the Indian and Singaporean markets.
The 48-team, 2026 World Cup will be hosted across the United States, Canada, and Mexico.
Meanwhile, Turkish Airlines has extended its long-standing partnership with the Turkish Football Federation (TFF) for another three years.
The new agreement will see the carrier continue to sponsor the men’s and women’s national teams.
The renewal maintains a relationship between the two parties that has been in place for 18 years, making Turkish Airlines one of TFF’s oldest partners.
The Turkish men’s team will face Bulgaria on Saturday and Georgia on Tuesday in the latest round of World Cup qualifiers as the country seeks to secure a spot at the tournament for the first time in 24 years.
Elsewhere, the Mexican Football Federation (FMF) has today announced a multi-year regional partnership agreement with BeatBox, the alcoholic fruit punch drink.
The brand will serve as the official party punch of both the Mexican men’s and women’s national teams in the US.
This partnership has been brokered by Soccer United Marketing (SUM), the commercial agency arm of US soccer’s top-flight Major League Soccer competition, which supports the FMF’s activities in the US market.
BeatBox will activate through media assets, fan engagement programs with current and former players, and hospitality experiences.
The FMF claims to have over 65 million fans in the US, and in 2025, the men’s national team won the continental Gold Cup tournament.
Earlier this week, the FMF also partnered with food delivery service DoorDash.
Both deals have been unveiled ahead of the 2025 edition of the annual MexTour national team series.
The 22nd iteration includes a fixture between Mexico and Colombia on Saturday, which will take place at the 80,000-capacity AT&T Stadium in Arlington, Texas.
This will be followed later in 2025 by the November 18 game between Mexico and Paraguay at the 73,086-capacity Alamodome in San Antonio, Texas, and on to future editions of the tour.
Recently, to support MexTour, the FMF partnered with soft drinks brand Taste Salud, while in 2024, fast-food chain Burger King and beverage conglomerate Keurig Dr.Pepper also secured multi-year partnership agreements for the tour.
With Mexico set to jointly host the 2026 World Cup, the FMF is seeking to capitalize on and drive its commercial portfolio.
