The appointment comes at a time of unprecedented commercial activity around the 2026 tournament, which will be hosted across the United States, Canada, and Mexico, feature 48 teams, and deliver more than 100 matches to a worldwide audience.

Leandro Petersen, Chief Commercial and Marketing Officer at AFA said: “After more than 5 years, and over 8 sponsorships between EMW and AFA, including Xtrend, Tencent (PUBG Mobile) and L bank we are excited to formalise our partnership with EMW through this strategic announcement to bring more commercial partners to AFA in the run-up to FIFA 2026.’’

AFA and EMW have had a successful partnership for nearly 10 years, with the iconic brand strengthening its commercial footprint across crypto, mobile gaming and trading sectors.

“Our appointment by AFA for this strategic role ahead of the FIFA World Cup marks a significant milestone for EMW Global and reflects our proven expertise in guiding brands through complex commercial ecosystems,” said Michael Rocha-Keys, CEO of EMW Global. “We look forward to elevating the AFA brand across key territories and delivering transformational sponsorship and partnership programmes.”

EMW Global will be working closely with AFA in identifying and connecting with both global and regional sponsorship prospects, partnership activation and delivery for existing partners across the diverse host cities and commercial sectors.

About EMW Global:
EMW Global is a leading sport and entertainment agency with offices in Asia, Europe and Latin America. Specialising in sport sponsorship, partnership strategy, and commercial development for athletes, rights holders and brands worldwide.

About AFA:
The Argentine Football Association (AFA) is the governing body of football in Argentina, managing the national teams, competitions, and commercial activities