Amul Elevates Partnership with Argentina Football Association as Regional Sponsor

Amul has extended its agreement with the Argentina Football Association (AFA) for one more season, as per PTIreports.  

The deal confirms Amul’s continued role as the Official Regional Sponsor during the World Cup 2026 period. This is the fourth straight year of the association, which began in 2022. 

Position in Argentine Football 

With this renewal, Amul remains the first Indian regional sponsor linked to the Argentine national team. AFA, set up in 1893, is the oldest football authority in South America and has three FIFA World Cup titles. Its 2022 win led to wider commercial interest across several markets, including India. 

Remarks from the Organisations 

AFA president Claudio Fabián Tapia said the extension reflects the federation’s ongoing activity outside Latin America. He stated that Amul’s repeated renewals indicate steady interest from the Indian market. 

Jayen Mehta, Managing Director of the Gujarat Cooperative Milk Marketing Federation (GCMMF), which manages the Amul brand, said the sponsorship aligns with the organisation’s current international partnerships. 

Product and Merchandise Rollout 

Under the renewed terms, Amul will release product packs in India featuring Argentina team players. The arrangement also includes the availability of AFA-branded fan merchandise in the country over the next year. These were part of the earlier sponsorship activities and will continue through the new season. 

Market Context 

Indian participation in overseas sports sponsorships has expanded across football, motorsport, and cricket leagues. AFA stated that its link with Amul has supported its visibility in India, where interest in global football has grown. The federation continues to add regional partners in markets where its audience base is increasing. 

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Conclusion 

The extension keeps the existing sponsorship arrangement unchanged for another season. Amul remains AFA’s regional sponsor through the World Cup 2026 cycle, continuing the collaboration first agreed in 2022. 

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