Ant International has signed a sponsorship agreement with the Argentine Football Association (AFA), securing the rights to market its digital payment brands to audiences across Asia, the company announced today (Monday).
Under the deal, the Singapore-based fintech becomes an Official Sponsor of the Argentine National Football Team for the Asia region, excluding the Middle East. The arrangement gives Ant International access to AFA's intellectual property and the likeness of Argentine players to run campaigns across its brand portfolio, including Alipay+, Antom, Bettr and WorldFirst, the company said.
AFA Builds a Fintech Sponsor Portfolio
The signing adds Ant International to a growing list of financial technology firms that have struck regional deals with AFA in recent months. ATFX signed on as a regional sponsor in January 2026, targeting Asian and broader international markets with the team's brand. Before that, XBO.com was named official global sponsor in February 2025, joining a roster that already included multiple fintech and trading companies.
"Football is the ultimate universal language. It serves as a powerful bridge that transcends borders and connects the entire world," AFA president Claudio Fabian Tapia commented. "Through this partnership, we are excited to bring that connection to an even wider audience in Asia."
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The pattern reflects a deliberate commercial strategy by AFA. The association reportedly generates more than $80 million annually from sponsorships and has been aggressively pursuing Asian and Middle Eastern partners since at least 2018.
PU Prime inked a regional sponsorship in March 2025 and later held an official signing ceremony in Madrid that June, signaling the federation's ongoing focus on building commercial relationships in Asia through the football property.
Alipay+ Extends Its Sports Marketing Push
Ant International, a subsidiary of China's Ant Group, already has sports marketing experience to draw on. In September 2025, it secured Alipay+ as an Official Payment Partner of the Laver Cup through 2029. The AFA deal extends that approach to team sports and a global audience tied to football.
The company claims its Alipay+ platform connects 1.8 billion consumer accounts to more than 150 million merchants across the Asia Pacific, integrating over 300 payment methods. In February, India's government and central bank were reportedly in discussions with Ant International about linking Alipay+ with the country's instant payment system for cross-border transactions, Reuters reported.
CEO Peng Yang positioned the Argentine partnership as consistent with that growth strategy. "Sports and tech are two critical bonds for communities and markets that break barriers and connect people," Yang said. "Together we will bring more extensive and enriched football experience and community impact through our Asia fintech and digital services network."
World Cup Window Adds Urgency for Sponsors
With the 2026 FIFA World Cup set for North America this summer, Argentina enters as one of the tournament favorites after winning in Qatar in 2022, the country's third title after earlier victories in 1978 and 1986. That status has made AFA an attractive vehicle for brands looking to reach football fans across Asia in the months leading up to the tournament.
The association has not limited its fintech partnerships to payment companies. Evest.com was named AFA's official online trading partner in January 2026, with the deals ranging from CFD brokers to crypto platforms and now cross-border payment infrastructure.
Leandro Petersen, AFA's Chief Commercial and Marketing Officer, described the Ant International agreement as more than a short-term marketing activation.
"By joining forces, we aim to deepen our presence in Asia and achieve new heights in both sports and fin-tech," he said.
Ant International operates more than 30 offices globally and describes itself as a provider of AI- and blockchain -powered payment, treasury, and digitalization solutions for merchants and financial institutions.
