Buenos Aires, Argentina – In a significant move for both the sporting and fintech worlds, Ant International has secured a sponsorship deal with the Argentine Football Association (AFA), becoming an Official Sponsor of the Argentine National Football Team for the Asia region, excluding the Middle East. The partnership, announced Monday, March 16, 2026, aims to leverage the global appeal of the reigning FIFA World Cup champions to expand Ant International’s digital payment services across the Asian market.
The agreement grants Ant International comprehensive marketing rights, allowing the Singapore-based fintech company to utilize the intellectual property of the AFA and the likeness of its world-class players – including, of course, Lionel Messi – in campaigns promoting its brand portfolio. This portfolio includes Alipay+, Antom, Bettr, and WorldFirst, all key components of Ant International’s strategy to connect merchants and consumers through innovative digital payment solutions.
Leandro Petersen (left), Chief Commercial and Marketing Officer of AFA and Peng Yang, Chief Executive Officer of Ant International during a signing ceremony of the partnership.
Ant International, with a presence in over 30 offices globally, provides AI- and blockchain-empowered cross-border digital payment, treasury, and digitalization solutions. The company currently connects over 150 million merchants to 1.8 billion consumer accounts in the Asia Pacific region, integrating more than 300 mainstream and alternative payment methods. This fresh partnership builds on those existing regional collaborations, aiming to further solidify its position in a rapidly growing market.
“We are incredibly proud to support the Argentine national team, a beacon of excellence, teamwork, and global inspiration,” said Peng Yang, Chief Executive Officer of Ant International. “Sports and tech are two critical bonds for communities and markets that break barriers and connect people. Together we will bring more extensive and enriched football experience and community impact through our Asia fintech and digital services network.”
The Argentine National Team’s global stature is undeniable. With three FIFA World Cup titles (1978, 1986, and 2022) and six appearances in the final, the “Albiceleste” holds a revered place in football history. The team’s enduring legacy of skill and passion resonates deeply with fans worldwide, making it an attractive partner for brands seeking to enhance their global reach.
Claudio Fabian Tapia, President of AFA, emphasized the power of football to connect people across borders. “Football is the ultimate universal language. It serves as a powerful bridge that transcends borders and connects the entire world,” Tapia stated. “Through this partnership, we are excited to bring that connection to an even wider audience in Asia.”
Leandro Petersen, Chief Commercial and Marketing Officer of AFA, echoed this sentiment, highlighting the strategic importance of the collaboration. “This partnership is a commitment to long-term success and a strategic union of two global leaders,” Petersen said. “By joining forces, we aim to deepen our presence in Asia and achieve new heights in both sports and fin-tech.”
This deal is part of a broader trend of financial technology firms investing in partnerships with the AFA. ATFX signed on as a regional sponsor in January 2026, also targeting Asian markets, while XBO.com was named a global sponsor in February 2025. The AFA reportedly generates over $80 million annually through sponsorships and has been actively pursuing partnerships in Asia and the Middle East since 2018, recognizing the significant commercial potential of these regions.
The focus on the Asian market is particularly noteworthy. While the partnership excludes the Middle East, the vast consumer base and growing digital payment adoption rates in countries like China, India, and Indonesia make Asia a prime target for Ant International’s expansion plans. The Argentine National Team’s popularity in these regions, fueled by the presence of global superstars, provides a powerful platform for brand awareness and customer acquisition.
It remains to be seen how Ant International will specifically activate its sponsorship rights, but leveraging the team’s image and player endorsements in digital marketing campaigns and promotional events is a likely strategy. The company’s Alipay+ platform, which connects merchants to various payment methods, could also be integrated into fan experiences and ticketing systems.
The Argentine National Team’s next confirmed fixture is a friendly international against Brazil on June 15, 2026, at the Maracanã Stadium in Rio de Janeiro. This match will provide an early opportunity for Ant International to showcase its partnership and reach a massive audience. Fans can follow updates on the AFA’s official website ([https://www.afa.com.ar/](https://www.afa.com.ar/)) and Ant International’s website ([https://www.ant-intl.com/](https://www.ant-intl.com/)) for more information.
What are your thoughts on this new sponsorship? Share your predictions for the partnership’s success in the comments below.
