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The Argentine Football Association and Indian digital agency, Interactive Avenues, have reached an agreement to consolidate the content and brand expansion strategies of the Argentine national team in India in the coming years.
In this market, AFA began operations in 2021, creating content and activations for fans in India and generating regional sponsorship agreements with the most important companies in the region.
To develop exclusive content on social networks and media in India, AFA began to work hand in hand with a leading agency in this market, with the aim of proposing interactions with the community, understanding the particular dynamics and culture of India, with innovative proposals to elevate AFA’s presence in India
Since the beginning of 2021, AFA has started a commercial expansion plan in India, for which today it has more than 5 regional agreements with large Indian companies such as AMUL, ITC Limited, TATA Consumer Products, Xiaomi India and with the aim of continuing with growth in the region, entrusts Interactive Avenues with the management of AFA’s official social networks in India.
Following Argentina’s historic conquest at the 2022 FIFA World Cup, AFA joined forces with Interactive Avenues to launch digital channels dedicated to the unique nuances of the Indian market to multiply its fan base. The agency was selected for its proven experience in managing sports media for renowned teams specializing in the Indian market. Today, AFA is able to connect directly with a wider audience, and drive large-scale engagement of thousands of followers on official Hindi networks on Instagram, Twitter and Facebook.
In parallel, AFA is developing a new e-commerce channel of its own for the Indian market, replicating the successful model implemented in China, to offer a wide range of merchandising products to fans in Argentina in this region.
In relation to this issue, Claudio Tapia, President of AFA, said: “For more than 6 years we have been working steadily on AFA’s expansion plan around the world, developing important markets and regions where we previously had no presence or sponsorship agreements. Today we can highlight that AFA is one of the sports brands with the greatest presence in strategic markets such as India, China, the Middle East and the United States. In this case, we are happy to renew our agreement with Interactive Avenues, who is helping us to generate a closer link with the Argentinian fan audience in India and in turn generating new channels of communication and visibility for our sponsors in the region. We appreciate the trust and will continue to work to be a bigger brand every day in India and the rest of the world.”
Shantanu Sirohi, Chief Operating Officer of Interactive Avenues, added: “We are thrilled to deliver differentiated and relatable content that resonates well with Indian audiences and creates a thriving community of fans for AFA. We are privileged to be the preferred digital partner of several Indian and international sports teams, and this collaboration will further strengthen our position as a one-stop digital agency for sports marketing.”
Leandro Petersen, AFA’s Commercial and Marketing Manager, said: “The Argentine Football Association together with Interactive Avenues has grown rapidly in India and this has allowed us to build deep connections with our broad audience base in this market. We are delighted with the results of this transformative partnership and will remain committed to engaging Indian fans with our National Team. We are convinced that the path traced in the global commercial expansion has the Indian market as a fundamental axis of growth and that the most important brands in the country are with us today is a demonstration of what has been built in the region for 2 years now. AFA has a presence in all the major markets where we had set our sights on entering: India, China, the Middle East and the United States. Today we are accompanied by more than 50 business partners in different regions and territories, which demonstrates the global strength of our brand and the strong bond that unites us with the most important companies in the world, which find in AFA a strategic partner to carry out their marketing plans.”
