In run-up to 2026 FIFA World Cup
The Argentine Football Association has signed a regional fintech partnership deal with UAE-based LuLu Financial Holdings, naming the group’s payment and remittance brands—LuLu Exchange and LuLu Money—as its official fintech partners in 10 countries spanning the Middle East and Asia-Pacific for the next 12 months.
The agreement was formalised at a signing ceremony in Dubai on July 22, 2025, attended by senior representatives from both organisations, including Lionel Scaloni, head coach of the Argentine national football team; Leandro Petersen, Commercial and Marketing Director of the Argentine Football Association; and Adeeb Ahamad, Founder and Managing Director of LuLu Financial Holdings.
No financial details of the agreement were disclosed. The partnership is expected to remain in place throughout the 2026 FIFA World Cup, which the United States, Mexico, and Canada will jointly host from June 11 to July 19, 2026.
2026 FIFA World Cup
The deal comes as Argentina prepares to defend its title at the 2026 FIFA World Cup, highlighting the growing commercial interest in Latin American football across the Middle East and Asia-Pacific.
Over the coming year, LuLu Exchange and LuLu Money customers will be offered a series of football-themed campaigns and fan engagement activities across digital platforms and more than 380 service centres.
These initiatives will include contests and promotions featuring prizes such as match tickets, official Argentine Football Association merchandise, and the chance to meet players from the Argentine national team.
Argentina, the reigning FIFA World Cup champions, claimed their third title in 2022 with a dramatic victory over France in Qatar. Led by their mercurial captain Lionel Messi, the team showcased unparalleled skill, resilience, and unity throughout the tournament. The final, considered one of the greatest in World Cup history, ended 3-3 after extra time, with Argentina prevailing 4-2 in the penalty shootout.
The win ended a 36-year wait since Argentina’s last title in 1986 and cemented Messi’s legacy as one of football’s greatest players. Argentina’s triumph united fans worldwide and reaffirmed the nation’s historic status in international football.
Adeeb Ahamad, Founder and Managing Director of LuLu Financial Holdings, said the partnership is aimed at reflecting the aspirations of customers who “use our services to care for families and build better futures”.
Fans’ favourites
“For countless fans, the Argentine team represents more than football – it symbolises hope, resilience, and joy. These are the same emotions that shape the everyday journeys of our customers, who use our services to care for their families and build better futures. This partnership is a celebration of that shared spirit,” Ahamad added.
Leandro Petersen, Commercial and Marketing Director of AFA, said: “This new regional sponsorship with LuLu Financial Holdings, through its flagship brands in strategic territories such as India, APAC, and the Middle East, marks a new step in the global expansion of the AFA brand.
“Since we arrived in the Middle East and India, we have seen strong support for the Argentine national team. We are proud to continue positioning the team as a benchmark in the sports industry and generate close identification with the Indian community through each of our commercial agreements.
“We are pleased that LuLu Financial Holdings has chosen the Argentine champions as its brand image for this renewed World Cup period. We are very excited and confident that this agreement will be a great success in the market,” Petersen noted.
Claudio Tapia, President of the AFA, said: “We are delighted to have the LuLu Finance family as new regional sponsor of the Argentine Football Association for the Middle East, APAC, and India. These are important territories for our national team, and we are pleased to deepen our presence there.’
“AFA’s international expansion continues to grow, incorporating prestigious groups in important territories for our national team. We celebrate this new agreement, which has a strong bond with the Indian community, and the affection it inspires for our team. We share the same values and the importance of teamwork,” Tapia added.
Broad reach
LuLu Exchange, which operates over 140 branches in the UAE and across the Arabian Gulf, is part of a broader network under LuLu Financial Holdings. Its services include cross-border payments, currency exchange, and remittance solutions tailored to migrant and expat communities. Under the new agreement, different LuLu Financial entities will represent the AFA partnership in key markets.
In India, the group’s foreign exchange arm, LuLu Forex, and lending platform, LuLu Finserv, will lead the initiative. In Southeast Asia, the partnership will be executed through LuLu Money in Malaysia, the Philippines, and Singapore. The collaboration spans more than 10 countries in total and encompasses a diverse range of migrant corridors.
For LuLu Financial Holdings, the deal with the AFA is part of a broader strategy to align with brands that resonate with its customer base—many of whom are football fans and frequent users of cross-border financial services.
The timing of the deal is notable, with the UAE continuing to position itself as a hub for global sports partnerships. Dubai has hosted several football-related events in recent years and remains a key market for regional sponsorships, including those tied to World Cup campaigns.
Hero image: LuLu Financial Holdings, Argentine Football Association officials and dignitaries pose with Argentine national team jerseys commemorating the new partnership at the signing ceremony in Dubai on July 22, 2025. Credit: LuLu Financial Holdings
