Playmaker Capital brings soccer World Cup winners to North American with AFA deal

Lionel Messi lifted in air as Argentina win Copa America 2021
Image: Shutterstock

Playmaker Capital has put pen to paper on a deal with the Argentine Football Association (AFA) to become the official digital agency and commercial partner of the body in North America

Under the terms of the deal, the digital sports media company will bring the AFA’s brand values to a North American audience via new Futbol Sites social media channels across Instagram, TikTok, Facebook, YouTube and Twitter. 

Using the handle @AFASeleccionEN, the accounts will create and publish custom digital content and branded activations alongside the Futbol Sites network of North American commercial partners. 

The deal will help to bring the AFA’s brand to the US Hispanic population, a demographic that has long been “undervalued” in the digital sports, betting and gaming spaces. 

Futbol Sites will use the body’s branding to create digital content including social media create and fan-focused video content such as fan experience, highlights, watch along amongst others.

As well as being the digital agency of choice, Playmaker Capital will also act as a strategic commercial partner of the AFA. As a result, Futbol Sites will be granted the right to use the image rights of FIFA World Cup winners including Lionel Messi, Emi Martínez, Angel Di María, Julian Álvarez and Enzo Fernández across Futbol Sites. 

This deal comes the week after Playmaker used its pan-American connections to take a brand from North to South America. It penned a deal with the NBA last week to take the official match highlights to Latin America via Futbol Sites. 

That deal saw NBA highlights distributed to fans in Argentina, Bolivia, Chile, Colombia, Ecuador, Paraguay, Peru, Uruguay and Venezuela.