Ant International has secured comprehensive marketing rights from the Argentine Football Association (AFA) and the world champion Argentine National Team. The partnership aims to develop strategic activations across its entire brand portfolio, including Alipay+, Antom, Bettr, and WorldFirst.
Ant International, a leading global provider of digital payment, digitalization, and fintech solutions for merchants and financial institutions, announced today a partnership with the Argentine Football Association (AFA), becoming the Official Sponsor of the Argentine National Team for the Asia region (excluding the Middle East).
With over 30 offices worldwide, Ant International offers AI and blockchain-enabled cross-border digital payment, treasury, and digitalization solutions for global merchants and financial institutions. Through an extensive network of regional collaborations, its digital payment and account management services connect over 150 million merchants to more than 1.8 billion consumer accounts in the Asia-Pacific region, integrating over 300 mainstream and alternative payment methods.
This agreement brings together the reigning FIFA World Champions with one of the world’s most innovative financial technology providers. Through this partnership, Ant International secures full marketing rights to develop strategic activations across its brand portfolio—including Alipay+, Antom, Bettr, and WorldFirst—leveraging AFA’s intellectual property and the stars of the Argentine National Team.
We are incredibly proud to support the Argentine National Team, a symbol of excellence, teamwork, and global inspiration, said Peng Yang, Chief Executive Officer of Ant International. Sport and technology are two powerful levers for connecting communities and markets, capable of overcoming barriers and bringing people closer together. Together, we will offer even richer and more engaging football experiences, generating a positive impact on communities through our Asian network of fintech and digital services.
With three FIFA World Cup titles (1978, 1986, and 2022) and six total appearances in World Cup finals, the Argentine National Team holds a place of honor among sports legends. As an emblem of the “Albiceleste” spirit, the team embodies a century-long tradition of talent and mastery, combined with an unwavering commitment to the pursuit of glory.
“Football is the ultimate universal language. It is a powerful bridge capable of crossing borders and uniting the world,” stated Claudio Fabián Tapia, President of the AFA. “Through this partnership, we are excited to bring this connection to an even wider audience in Asia.”
“This partnership represents a commitment to long-term success and a strategic alliance between two global leaders,” added Leandro Petersen, Chief Commercial and Marketing Officer of the AFA. “By joining forces, we aim to further strengthen our presence in Asia and reach new milestones in both sports and fintech.”
Ant International becomes official sponsor of the argentine National football team
Ant International has secured comprehensive marketing rights from the Argentine Football Association (AFA) and the world champion Argentine National Team. The partnership aims to develop strategic activations across its entire brand portfolio, including Alipay+, Antom, Bettr, and WorldFirst. Ant International, a leading global provider of digital payment, digitalization, and fintech solutions for merchants and financial institutions, announced today a partnership with the Argentine Football Association (AFA), becoming the Official Sponsor of the Argentine National Team for the Asia region (excluding the
SFS Saudi Edition 2025: Italy and Saudi Arabia engage in dialogue through football, beyond the match
Riyadh, 22 December 2025 – The second edition of SFS Saudi Edition, held in Riyadh, recorded strong attendance and a high level of content, confirming the initiative's value and positioning as an international reference platform for dialogue between Italy and Saudi Arabia in football and sports business. The event was organized by the Social Football Summit and Lega Calcio Serie A, and developed in collaboration with the Italian Embassy in Riyadh, the Italian Trade Agency in Riyadh, the Ministry of Sport, and the Ministry of
SFS Saudi Edition 2025 unites Italy and Saudi Arabia in football
Riyadh hosts the second edition of the SFS event, strengthening the dialogue between sport, business, and innovation. The Social Football Summit (SFS) returns to Riyadh with the second edition of the SFS Saudi Edition, following the inaugural event held in January 2025, further strengthening the dialogue between Italy and Saudi Arabia through football, sports business, and innovation. The event will take place on December 22, 2025, from 11:00 a.m. to 1:15 p.m. (KSA local time, GMT +3), followed by a light lunch, at
SFS Takes the Next Step: Riyadh Welcomes the 2nd Saudi Edition
The SFS expands its international footprint with the launch of SFS Saudi Edition, scheduled for 22 December 2025 in Riyadh Following the extraordinary success of SFS25 at the Allianz Stadium in Turin in November, the international platform dedicated to innovation, business and culture in football strengthens its global presence with a new strategic appointment organised in partnership with Lega Serie A, and developed in collaboration with the Embassy of Italy in Riyadh and the Italian Trade Agency (ITA/ICE) Office in Riyadh, during the
Mondial 2026, Trump and FIFA launch the fast track for ticket-holding fans
The American attorney Giorgio Polacco (Arce Immigration Law): “Faster appointments for the visa, but no automatic pass-through.” With the launch of the FIFA PASS, the new priority appointment booking system for visas ahead of the 2026 World Cup, the White House and FIFA promise shorter lines at consulates for ticket-holding fans. But what really changes for those who want to go to the United States to watch the matches? We discuss it with Giorgio Polacco, an American attorney at Arce Immigration
Football, Identity and Brand Revolution: The Future Runs Through Personalisation and Storytelling
The third panel of the day on the Global Stage focused on the relationship between football, identity and culture, featuring Luca Marocchi, Victoire Cogevina and Bernardo Azevedo, General Manager of Liga Portugal, moderated by Nikita Jayasuriya. The discussion explored the role of football as a builder of identity, both in the men's and women’s game. According to Victoire Cogevina, the social potential of the sport is still evolving: “Only time will tell, but I believe football is a platform for social
The ticket as a growth engine: how Platinium Group’s data-driven approach is redefining football revenues
Platinium Group-Monaco (PG-MC), a leader in ticketing technology and e-commerce solutions, is driving a real revolution in the business model of football clubs. Forget the ticket as a mere access title: PG-MC transforms it into a strategic contact point with high emotional value, placing it at the centre of the fan journey. How is the adoption of cutting-edge technological platforms, combined with a powerful data-driven approach, redefining revenue opportunities? By analysing real-time purchasing behaviour and importing successful best practices from
MP1: the quality that dresses space. Digital printing and installations for the institutional image of football
SFS25 is not just an event of ideas; it is also a showcase that highlights quality and professionalism in every detail. For this reason, we are proud to welcome MP1, a company specialized in the production and assembly of commercial furnishings and communication elements, as a crucial exhibitor. While digital innovation drives Fan Engagement, the impact and perception of a club's or event's brand are realized in the physical space. MP1 perfectly aligns with the Infrastructure and Branding & Communication pillars,
SFS announces partnership with TikTok Italy: innovation and community at the heart of SFS 25
The Social Football Summit (SFS) is proud to announce a new partnership with TikTok, the world’s leading platform for creative storytelling and authentic sports experiences. Through this collaboration, the 8th edition of the Social Football Summit — taking place on November 18–19, 2025 at Allianz Stadium in Turin — will highlight the power of digital innovation and community engagement in shaping the future of football. TikTok has become a unique space where football meets culture, music, and entertainment, giving voice to a new generation of fans and creators.
SFS partners with FootballCo: a global football media ecosystem
SFS is proud to announce a media partnership with FootballCo, one of the world’s largest football media group and a global voice connecting fans, professionals, and brands across the football industry. With its ecosystem of leading platforms — Goal.com, Calciomercato.com, and the digital content format 1 vs 1 — FootballCo brings together diverse perspectives on football, from business insights to fan engagement. This partnership enhances the international dimension of the 8th edition of SFS, which will take place on November 18–19, 2025, at Allianz Stadium in Turin.