Dubai, UAE — 22/07/2025 In a bold stride toward global sporting and financial unity, the Argentine Football Association (AFA)—fresh off their FIFA World Cup triumph—has signed a momentous partnership with LULU Financial Holdings, one of the UAE’s most recognized and forward-thinking brands. The collaboration signifies a dynamic convergence of football excellence and financial innovation across the Middle East and Latin America.
An Alliance of Purpose
This strategic alignment seeks to amplify the reach of Argentina’s national team within the Gulf region, celebrate sporting heritage, and promote community initiatives through financial empowerment and youth engagement. The AFA’s global prestige, merged with LULU’s strong regional presence, marks a new era of synergy between football and finance.
LuLu Financial Holdings
Founded in 2008 and headquartered in Abu Dhabi, is a leading financial services company with a mission to simplify payments and promote financial inclusion across emerging markets. Operating under the LuLu Financial Group umbrella, the company offers a wide range of services including remittances, foreign exchange, payment solutions, and non-banking financial products through subsidiaries like LuLu Finserv. With a presence in over 10 countries across the GCC, Indian subcontinent, and Asia-Pacific regions, LuLu Financial Holdings has built a robust network of more than 350 customer engagement centers. Its strategic investments in digital platforms and partnerships with global tech leaders reflect a commitment to innovation, compliance, and customer-centric financial experiences.
Comment from Adeeb Ahamed., Managing Director of LULU Financial Holding
“This partnership is more than branding—it’s a bridge between passion and purpose,” Adeeb Ahamed, Managing Director, Lulu Holdings.
Mr. Adeeb Ahamed leads Lulu Financial Holdings as its dynamic founding leader. In a little over a decade, he has taken the holding company to great heights, investing into robust services and products across the world, to create an ecosystem of financial inclusion. Mr. Adeeb holds a Bachelor of Business Administration from Les Roches, Switzerland and a Master of Business Administration in International Management from Royal Holloway, University of London.
Statement from Lionel Scaloni, Head Coach of Argentina
“Argentina has always carried the sport in our hearts. I would like to thank LULU for the sponsorship, we hope that it will be the beginning of a life partnership together.”
— Lionel Scaloni, Head Coach, Argentina National Team
Lionel Scaloni appointed as head coach of Argentina’s national team in 2018, has carved out a legacy as one of the most successful and tactically astute managers in modern football. Under his leadership, Argentina clinched the 2021 Copa América, ending a 28-year trophy drought, followed by a dominant victory in the 2022 Finalissima against European champions Italy. His crowning achievement came at the 2022 FIFA World Cup in Qatar, where he guided Argentina to their third world title in a dramatic final against France. Scaloni’s ability to blend youth and experience, foster team unity, and adapt tactically has earned him global recognition, including The Best FIFA Men’s Coach award in 2022. He continued his winning streak by securing the 2024 Copa América, solidifying Argentina’s dominance in international football and his own reputation as a generational coaching talent
Insight from Leandro Petersen, AFA Commercial & Marketing Director
“The UAE and the Middle East is like a second home to AFA, especially winning the World Cup in Qatar. I want to thank Lulu Financial Holdings, we hope this will be a long and successful partnership”— Leandro Petersen, Commercial & Marketing Director, AFA
Leandro Petersen serves as the Chief Commercial and Marketing Officer of the Argentine Football Association (AFA), where he has been instrumental in transforming the federation into a global powerhouse of sports branding and strategic partnerships. Since joining AFA in 2017, Petersen has led the organization’s international expansion, securing over 65 global sponsors and spearheading initiatives that connect Argentine football with key markets across Asia, the Middle East, and the Americas. His business acumen—shaped by prior roles at Mercado Libre and IBM—has helped reposition AFA not just as a football institution, but as a dynamic entertainment brand. Under his leadership, AFA has launched regional offices, including a major hub in Dubai, and developed localized content strategies to engage diverse audiences. Petersen’s vision continues to drive AFA’s commercial growth, digital innovation, and global influence in the world of football
Argentina Football Team visit to the UAE and Saudi
As whispers grow louder, football fans across the Gulf may soon witness history in motion—Argentina’s World Champions are rumored to return to the region in 2025, with Dubai as their launchpad for a celebratory tour that could reignite their legacy across Saudi Arabia and the land of their World Cup triumph, Qatar.
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