Argentinian Football Association Opens Dubai Office To Strengthen Middle East Presence

This development establishes a permanent presence for the AFA in the Middle East, underscoring the region’s importance to the association’s growth and outreach.

The grand opening took place on Friday, December 27, at the offices of DUNE | 23, the UAE-based agency that has partnered with the AFA to bolster its presence in the region.

The event was attended by AFA representatives, including Chief Commercial and Marketing Officer Leandro Petersen and Head of International Department Pablo Diaz, alongside DUNE | 23 managing partners Lloyd McMillan and Jamie Hosie.

“The opening of a Middle East office is a huge moment for us as we look to establish a permanent presence in the region, giving us a platform to strengthen ties and enhance our current offerings. Naturally, having become world champions in Qatar, the Middle East is a region which means so much to not only the Argentinian Football Association, but the entire country, and we are delighted to have a base from where we can build important long-term relationships with both fans and businesses. This region is undoubtedly now one of the key global markets, and for us to be positioned in Dubai will open up many opportunities as we expand our presence on a global level,” Petersen said.

The new office is part of a broader initiative to solidify the AFA’s presence in the Middle East, with plans to open additional offices in Abu Dhabi and Saudi Arabia.

These regional hubs will focus on building strategic partnerships, engaging with the AFA’s growing Middle Eastern fanbase, and expanding commercial opportunities.

Jamie Hosie, Managing Partner at DUNE | 23 said: “We are proud to partner with the Argentinian Football Association to strengthen its presence across the region. Together, we aim to create dynamic events, produce engaging digital content, and unlock new commercial opportunities to ensure the Argentinian FA remains at the forefront of football in the Middle East.”

The strategic alliance with DUNE | 23 will support the AFA in organising events, creating tailored digital content, and securing sponsorship opportunities to further its brand’s reach in the UAE, Saudi Arabia, and Qatar.

Founded in 1893, the Argentinian Football Association is the eighth oldest football association in the world and has achieved significant accolades, including three FIFA World Cup titles in 1978, 1986, and 2022.

Its global expansion strategy, launched in 2017, has positioned the AFA as a leader in sports marketing and innovation, with a global community exceeding 120 million followers across social media platforms.