SBC Summit: Reflecting on the global expansion of the AFA brand

Lucia Gando During the SBC Summit 2026, Leandro Petersen, former Chief Marketing Officer of the Argentine Football Association (AFA), spoke with Argentine football legend, ex-goalkeeper Sergio Goycochea, about the international expansion of sports brands and the process undertaken by the AFA since 2017. Lucia Gando, Editor of SBC Noticias, reports. At the panel titled “The Global Expansion of the AFA Brand,” held on the Super Stage at the MEO Arena, Petersen reflected on the trends in the sports marketing industry, opportunities arising in various markets, and the importance of understanding the needs of athletes, companies, federations, and audiences. With over 20 years of experience in sports and marketing, Petersen noted that a key factor in working with international sports brands is understanding the specific characteristics of each region. He explained that cultural differences require strategies to be adapted to each market. In this regard, he maintained that accumulated knowledge is one of the primary contributions an agency can offer to the industry’s various stakeholders. “That is the added value we can bring—the know-how—to companies, athletes, executives, federations, and the public, who are, after all, the most important element,” he stated. The NFL as a case study of cross-border success Petersen also highlighted the central role of audiences within the sports sector. While athletes seek to connect with their fans, companies try to reach new audiences, and federations work on building audience loyalty. “They are the ones we seek to win over, in a sense,” he noted, referring to the public. The executive linked this perspective to the international growth of various sports properties, citing the NFL’s entry into Argentina—carried out in partnership with the Miami Dolphins—as an example. Petersen described the US league’s arrival as a significant event for the local market and highlighted the growing interest in South America. “I think it’s something new for our country—for a league as globally significant as the NFL to head to Argentina with an interest in its audiences and in establishing the brand there,” he reflected. According to Petersen, the region boasts an audience that strongly identifies with sports, though it also presents challenges for properties whose underlying logic is less familiar to local fans. In the NFL’s case, he noted that part of the task involves explaining a sport with dynamics distinct from those of disciplines more deeply entrenched in South America. At the same time, he believes this exchange can yield benefits for both parties. “I think we in South America can learn a great deal from the NFL, and conversely, I believe they can gain a lot from our region,” he asserted. Along these lines, Petersen mentioned other international expansion opportunities he is currently working on, including the possibility of bringing Italy’s Serie A closer to Latin America. He also pointed out that opportunities exist for sports properties in markets such as China, India, the United States, Europe, and South America. Experience as a Tool For the former AFA CMO, the methodology used in high-performance sports can also be applied to the business world. Curiosity, the constant pursuit of new opportunities, and the willingness to reinvent oneself are all part of the same mindset. “This is about high performance; I think that’s where it applies: the curiosity to see what is happening, how you can capitalize on those opportunities in your business, and how you can bring new things to your country as well,” he said. Petersen linked this philosophy to his experience at the AFA, where he navigated a transformation process spanning roughly a decade. He noted: “In our case at the AFA, I think it was a ten-year process where we practically reinvented a federation that was in dire straits—both on and off the field.” As he explained, the journey from a crisis situation to achieving subsequent sporting success allowed him to develop the experience and adaptability he now applies to his business endeavors. The Future of Sport The conversation also addressed the impact of technology on the sports industry. Petersen particularly highlighted the possibilities that artificial intelligence currently offers to accelerate processes and develop new opportunities. However, the executive emphasised that these tools do not replace human interaction. For Petersen, the ability to understand another person, foster empathy, and build relationships remains a central element in both business and sports. In particular, he highlighted the value of direct contact with decision-makers, even in a context where technology allows access to an ever-increasing amount of information. “There are plenty of very interesting things to study—and we did talk earlier about technology and information—but ultimately, the human conversation with the decision-maker remains the key,” he noted. Another challenge analysed during the conversation was the competition for audience time. Petersen pointed out that sports currently share public attention with streaming platforms, social media, video games, and other forms of entertainment. As he explained, younger generations exhibit new consumption habits and are exposed to multiple stimuli while following a sporting event. In this context, he believes that sports properties must find new ways to complement the match experience through digital content and tools that engage the viewer in real time. Thus, the mobile phone can become an extension of the sports experience through content, information, and posts shared during events. For Petersen, technology can help address this challenge, but the goal should not be to replace the sports experience, but rather to complement it. Petersen also addressed the growth of the entertainment and betting industries and their increasingly close relationship with sports. He noted that the development of these companies creates new economic opportunities for sports organisations. “The betting and entertainment industry—where we find ourselves today—seems to be growing at an impressive pace, and it also provides new economic solutions that allow sports to grow,” he asserted. He also highlighted the rapid pace at which technology companies evolve and the need for sports marketing professionals to adapt to that speed. He remarked: “The growth we are witnessing across technology companies is impressive; sometimes they make an incredible leap in growth in just six months.” Finally, Petersen maintained that the ability to understand the perspectives of all stakeholders can unlock new opportunities for the sports industry. For the executive, this holistic view also makes it possible to identify market differences and design strategies tailored to each specific context. “I believe that is the challenge for sports marketing agencies like the one I founded: to put ourselves in everyone’s shoes and act as an entity that can boost the sport,” he concluded.