According to a recent study by brand valuation consultancy Brand Finance, the Argentinian Football Association (Asociación del Fútbol Argentino – AFA) is the strongest national football brand in the world. The AFA achieved a Brand Strength Index score of 90.7 out of 100, well ahead of football powerhouses like Brazil, Germany, France and England.
“The federation has evolved from a sporting institution into a global brand with reach, cultural weight and commercial momentum comparable to the biggest names in international business,” explained Brand Finance.
Headquartered in London, Brand Finance operates in over 25 countries and conducts more than 6,000 brand valuations across multiple sectors and countries, aimed at bridging the gap between marketing and finance.
The findings were unveiled at an AFA and Brand Finance event in New York on Dec. 2, which brought together senior leaders from across global sport. The event explored how the AFA’s long-term brand strategy, combined with on-pitch success and global fan engagement, helped make Argentina’s national team a commercial and cultural force with worldwide influence.
Brand Finance’s research shows that football fans report “significantly stronger perceptions” of Argentina in areas like heritage, trustworthiness, business ease and economic stability. This strength also translates into substantial value for commercial partners as well as commercial impact of AFA partnerships across multiple markets.
Leandro Petersen, Chief Commercial & Marketing Officer at AFA, commented: “We do not see ourselves as just a football team; we manage a global sports and entertainment brand. The investments we are making in youth development, new training centers and international academies are long-term commitments that will remain long after any of us have gone. That is the legacy we want to leave for Argentine football.”
