Lulu Financial Holdings, which runs fintech services across Asia and the Middle East, has signed a regional sponsorship deal with the Argentina Football Association (AFA). In India, the agreement brings Lulu Forex and Lulu Finserv on board as sponsors of the World Cup-winning football team.
The signing took place in Dubai, in the presence of Argentina’s head coach Lionel Scaloni, Lulu Financial Holdings managing director Adeeb Ahamed, and AFA officials. The sponsorship will run until the 2026 FIFA World Cup, scheduled to be held across the US, Canada, and Mexico.
The partnership stretches across ten countries, involving Lulu Exchange in the Gulf and Lulu Money in Southeast Asia. Over 380 branches are expected to be part of the campaign.
In the coming months, Lulu plans to roll out fan-driven initiatives — ranging from football ticket giveaways and official merchandise to online contests and meet-and-greet events with players. The aim appears to be building a stronger connection between Argentina’s global fanbase and Lulu’s financial services.
Speaking about the tie-up, Adeeb Ahamed said, “It’s the fan passion for Argentina that inspired this partnership. Through this, we’re also able to fulfil what our customers have long wished for.”
AFA president Claudio Tapia called the partnership “a happy moment” for the association. “We’re delighted to have the Lulu Forex and Lulu Finserv family as our new regional sponsors in India. This will help us strengthen our bond with the football-loving Indian community,” he said.
AFA’s commercial and marketing director Leandro Petersen added that the agreement marks a “new milestone in AFA’s global brand journey.”