LAS VEGAS (FOX5) — Argentina’s Futbol Association made an unexpected appearance in Las Vegas during CES week as part of their global expansion efforts to connect with new fans in the United States.
The AFA, home to the reigning World Cup champions, chose Las Vegas to spotlight its international growth strategy during the technology conference.
“It brings us great joy to be in a spectacular city like Las Vegas, in a market like the United States, where the AFA has been working for more than five years,” said Leandro Petersen.
Building presence beyond Argentina
The association says global expansion focuses on growing Argentina’s soccer brand outside the field and into world-class spaces like Las Vegas to reach new audiences.
“We started in 2017 with an AFA that was very different from today’s, we had zero presence outside Argentina, and now we are in a place like Las Vegas, at a technology event like this one,” Petersen said.
In Las Vegas, about one in three people identify as Hispanic or Latino. Soccer represents culture in the city, and AFA is working to turn moments like this into long-term fandom in the U.S.
“It is a great satisfaction and good to see how the AFA brand is developing around the world as well, in this city that is the city of entertainment,” said Sergio Goycochea, former Argentina goalkeeper.
Financial goals and youth development
The goal of their global expansion efforts is to build a stronger financial base so money can be reinvested into infrastructure and development of youth soccer teams.
When asked about their message for kids growing up in Las Vegas, the next generation of soccer fans, AFA officials emphasized lifestyle.
“The message is that they should continue watching soccer, but also continue playing it. I think sport as a way of life is something spectacular,” Petersen said.
AFA officials say this is bigger than one event, and Las Vegas is a place they want to keep showing up. The Argentine Football Association says Las Vegas is just one of their stops as they look to grow the brand in other major cities across the US.
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