Buenos Aires – Juan Sebastián Verón, the president of Club Estudiantes de La Plata, is generating headlines not for on-field maneuvers, but for a provocative advertising campaign with Netflix. The spot, promoting the new film Peaky Blinders: The Immortal Man, cleverly leverages Verón’s well-documented and often contentious relationship with the Argentine Football Association (AFA). The campaign has quickly become a talking point in Argentine football circles, blending entertainment with a pointed political statement.
The advertisement features Verón styled in the iconic attire of the Peaky Blinders characters – a flat cap and period clothing – and includes dialogue that alludes to his perceived battles against footballing authorities. A key line in the teaser, “He’s the only one who stands up to the mafia,” is drawing significant attention, widely interpreted as a reference to Verón’s clashes with the AFA. The film, a continuation of the popular series starring Cillian Murphy, is set to premiere on Netflix this Friday, March 20th.
The campaign’s cleverness lies in its ambiguity. Characters in the ad appear to discuss Verón as if he *is* Tommy Shelby, the central figure of Peaky Blinders, before subtly shifting the conversation to his real-life conflicts. One exchange, reported by Olé, features a question about whether Verón was “exiled,” to which another character responds, “Six months. Today he’s the only one who stands up to the mafia.” This is a clear nod to the six-month suspension Verón received from the AFA in 2025.
The AFA sanction stemmed from a dispute over a guard of honor offered to Rosario Central after their controversial championship win in the 2025 Torneo Clausura. Estudiantes, under Verón’s leadership, refused to participate in the traditional tribute, leading to the disciplinary action. The Netflix campaign, isn’t simply a promotional tie-in; it’s a pointed reminder of that ongoing friction.
Adding another layer to the provocation, Netflix’s official Argentine X (formerly Twitter) account posted alongside the teaser, “This film deserves a guard of honor.” This is a direct reference to the incident that triggered Verón’s suspension, further solidifying the campaign’s political undertones. The move has been interpreted by many as Netflix deliberately stoking the fire between Verón and the AFA.
The advertisement likewise makes a playful reference to Verón’s son, Deian, a professional footballer currently playing for Sportivo Bella Italia in Uruguay. The line, “It seems his son is following in his footsteps,” draws a parallel between the fictional lineage of the Shelby family and the Verón family’s footballing legacy.
Verón’s participation in the campaign has surprised some, given his typically reserved public persona. However, it’s consistent with his willingness to challenge the established order within Argentine football. He has consistently been a vocal critic of AFA policies and has often positioned himself as a defender of club interests against what he perceives as unfair practices. The ad, amplifies that existing narrative.
The timing of the campaign is also noteworthy. With the Argentine football landscape constantly under scrutiny and the AFA facing ongoing criticism, Verón’s move has injected a new level of intrigue into the national conversation. The film’s release is likely to further fuel the debate, and it remains to be seen how the AFA will respond to this latest challenge from the Estudiantes president.
Beyond the political implications, the advertisement is also generating buzz for Verón’s unexpected foray into acting. Reports from La Gaceta suggest he embraced the role with natural charisma, adopting the mannerisms and stoic expression of the Peaky Blinders characters.
The success of the campaign hinges on its ability to resonate with both football fans and viewers of the Peaky Blinders series. By seamlessly blending the two worlds, Netflix and Verón have created a promotional piece that is both entertaining and politically charged. The ad’s viral spread on social media is a testament to its effectiveness.
Estudiantes de La Plata will return to league action on March 29th against Talleres de Córdoba. Whether the fallout from this advertising campaign will impact the team’s performance remains to be seen, but one thing is certain: Juan Sebastián Verón continues to be a central figure in Argentine football, both on and off the pitch.
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