The Argentine Football Association (AFA) governing body has announced a new commercial partnership with digital storage solutions firm Lexar.

As an official global partner of Argentina’s men’s national team, Lexar will launch co-branded Argentina editions of its Lexar Air Portable SSD and Lexar SL500 Portable SSD products.

It will also benefit from a prominent branding presence across AFA operations.

Argentina are the current men's FIFA World Cup holders, having won the 2022 edition of the showpiece tournament, and will defend the trophy at the upcoming 2026 FIFA World Cup, which will take place across the US, Canada, and Mexico, next June and July.

Additionally, the team boasts the presence of icon Lionel Messi, one of the biggest commercial draws in all of soccer.

Lexar has highlighted the benefits its products have for high-speed real-time sports consumption, gaming performance, and match-day photo and video storage as key drivers behind the partnership.

Back in August 2025, the AFA appointed sports marketing agency EMW Global for commercial advisory on sponsorships and partnerships in the run-up to the FIFA World Cup 2026.

Since then, the body has renewed its partnership with foreign exchange trading company XTrend, and also tapped boutique sports marketing agency Druid Sport to serve as its exclusive commercial representative in the Indian Subcontinent.

Following that deal, which entails Druid managing and selling regional sponsorship rights for the Argentina national teams, the AFA moved fast to agree a regional deal in Bangladesh with electronics company Walton.

These 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.

Though the Lexar partnership is a global one, the tech company does have a strong presence in India, with its India-specific Instagram account bpoasting 36,800 followers.