Leandro Petersen, Chief Marketing Officer of AFA (Selección Argentina de Fútbol), was one of the key figures at the SFS, where he shared his vision on the transformation of the Argentine Football Federation. In an exclusive interview recorded at the SFS studios, he delved into the pillars of AFA’s commercial growth, exploring how digital innovation, economic strategies, and global impact have reshaped Argentine football.

Since joining the federation before the 2018 World Cup, Petersen has led a strategic transformation that has established AFA as one of the most influential football institutions worldwide, culminating in Argentina’s 2022 World Cup victory. Under his leadership, the AFA brand has experienced a remarkable surge in value, solidifying its position in the global sports and commercial landscape.

A prominent figure in sports management, Petersen also took the opportunity to express his appreciation to the SFS team, highlighting the event’s significance within the national and international football industry. Here’s what he shared with us.

Hello Leandro, why are you in Italy?

“I’m very happy to be in Rome, Italy—a country and a city that feel very familiar to us due to their historical ties. We have been working for a long time on a commercial and marketing agenda in Europe.

Of course, markets like Italy and Spain are very important for the Argentine Football Association for several reasons. First, because of the large number of Argentinians living in these two countries. Second, due to the strong interest in well-structured football, particularly Argentine football. Third, because we have many emblematic players from the current Argentine national team, as well as legendary figures from the past. I believe all these factors generate significant interest in the ‘AFA’ brand, and our goal is to enhance and monetize this interest to create an economic return for the association. We are working to sign commercial agreements with brands that have a strong presence in Europe. We already have collaboration agreements with key sponsors, but we want more—we want to create more content to engage with our audience and expand our fan base. This will allow us to build a stronger and more recognizable brand identity”.

What are your marketing strategies?

“Since 2023, we have been working on developing our various sub-brands to strengthen AFA’s recognition and value. We don’t just have the World Cup, but also the Copa América. Recently, we have had the privilege and honor of being the champions of South America, and we also serve as an example of a well-managed federation with a long-term vision—something I consider extremely important.

We are led by key figures with a great vision for the future, both on and off the pitch. We have a young national team with many players competing in Europe, and they still have many years ahead of them. I believe this is crucial for AFA, as it doesn’t just represent the values we have already achieved, but also sets ambitious goals for the coming years, making the future look very promising”.

Are social media and digital platforms changing the way fans engage with Argentine football?

“Since 2017, we have been searching for local agencies in China, India, the Middle East, the USA, and Europe to support us in developing daily content tailored to these cultures. Today, after many years of work, we have established a strongly positioned brand in the market. We have been present on all Chinese social media platforms for over six years, consistently sharing AFA-related content. The same applies to India and the Arab world, where we have developed localized digital content, as well as in the USA, where we have been active for three years and have gained over two million followers.

In total, we have built a community of over 60 million followers who consistently follow what is happening at AFA, the true essence of Argentine football, whether it concerns the national team or the professional league. Therefore, I believe this digital expansion in each market is crucial to ensure the continued growth of our brand”.

Augmented reality, the metaverse, and artificial intelligence are revolutionizing executive marketing. How does AFA plan to use these technologies to create more immersive experiences?

“We have been actively developing content for our OTT platform, AFA Play. This is a customized streaming platform featuring live content and omnibyte content, and we are now expanding its capabilities with a metaverse integration agreement. Recently, we signed a deal with ‘Guardians of the Ball’, one of the fastest-growing companies in this field, which has supported many European clubs and institutions.

For us, everything related to the crypto world, artificial intelligence, and digital innovation is crucial. We recognize that there is a vast audience engaging with these technologies. Moreover, we believe we have a responsibility to lead the way in the industry by working on these topics, as they not only generate new opportunities but also create significant economic value for AFA”.

What do you think about entertainment platforms in football, such as the Kings League? Is AFA considering investing in this sector?

“As a global football reference, we respect all innovations and new formats of broadcasting. However, logically, that is not our world—our world is traditional, historic football. We are one of the most storied federations, with over 128 years of history, and we are a reference point because of what we have achieved: 15 Copa América titles, three World Cups.

But it’s not just about the trophies—Argentina, alongside Brazil, Italy, Spain, and France, is one of the world’s top talent factories. Argentine football exports elite players to many of the world’s biggest leagues, including Serie A, LaLiga, the MLS, the Saudi Pro League, and other emerging markets.

I believe that what defines Argentine football is its ability to develop and export talent, and I don’t think we will ever change that approach because it is what has brought us success. It’s not only about the players—Argentine coaches are also highly sought after worldwide. In the South American World Cup qualifiers, nearly 90% of teams are led by Argentine managers.

This footballing culture, this street football DNA—which in Argentina we call ‘potrero’—is still very much alive. Even with technology and the younger generations spending more time on their phones, this characteristic remains intact.

In South America, the development of talent through informal, grassroots football—whether playing in the streets, at school, or with friends—is an invaluable asset. In Argentina, this heritage is still a true reflection of what we want to transmit to the world through football. It’s exactly what you see in our national team—a style of play built on technique, passion, grit, and intelligence.

I believe this essence of football must be preserved, as it is what has brought us this far. What you mentioned—the new entertainment-driven formats—are interesting for a different audience, but I think football must always respect its essence, as that is what has made it great”.

Finally, what are your thoughts on the SFS?

“For us, SFS is a very important event. We always want to be invited and take part, as it aligns with the project we have been building over time. I consider it a benchmark event in the European and Italian sports industry.

These gatherings, where institutions and industry professionals can collaborate and share their work, are incredibly valuable and prestigious. You always leave with new insights and high-level connections, opening doors to potential joint projects.

I believe SFS is a top-tier event with immense growth potential for the future. It is an industry reference, and for us, participating is a must. Events of this magnitude, with a global reach, provide significant added value”.