Culture
How Argentina is turning fútbol passion into branding gold
When Leandro Petersen, CMO of the Argentine Football Association, joined Steve Rosa on Brand Slam, what started as a conversation about soccer became a lesson in the power of emotion, identity and purpose to build global brands that move people.
Beyond the pitch
When I sat down with Leandro Petersen, Chief Commercial and Marketing Officer of the Argentine Football Association (AFA), on the Brand Slam podcast I expected to talk about fútbol. What I didn’t expect was to walk away with a renewed belief in the power of purpose-driven branding, and a fresh lesson in how culture, creativity and consistency can move the world.
As CEO of (add)ventures, I’ve always believed that brand success is built the same way great teams win championships: with vision, teamwork and a lot of passion. Argentina—and the AFA—are living proof of this.
Why Argentina captures the world’s heart (and mine)
There’s something deeply human about Argentina. It’s a country that feels everything: the highs, the heartbreaks, the hunger to prove itself. From Buenos Aires’ tango rhythms to the roar of a packed stadium, Argentina doesn’t just play, it performs.
That energy is magnetic. It’s what draws tourists, investors and dreamers alike. And for storytellers like us at (add)ventures, it’s irresistible because authenticity, emotion and heart are the lifeblood of any great brand.
So when Leandro started talking about Argentina’s “export” being not just soccer, but identity, it hit me: they’re not selling a sport, they’re sharing a soul. Every time Messi lifts a trophy or a kid in Mumbai or Miami pulls on that blue-and-white jersey, Argentina is exporting pride, passion and possibility.
The AFA’s global playbook: Lessons for business leaders
Leandro described how the AFA went from a national football organization to a global brand powerhouse. Their success is a masterclass in strategic branding and cultural export. “Argentina’s brand is built on emotion,” he noted, “and emotion scales faster than any product.”
That line has been playing on repeat in my head ever since. Because he’s right. In business, we chase data, market share and KPIs, but it’s emotion that creates loyalty. People don’t fall in love with features; they fall in love with feeling.
Here’s what every business leader can learn from the AFA’s playbook:
- Lead with authenticity. They doubled down on what makes Argentine football unique: grit, artistry and emotion.
- Build locally, think globally. They started by engaging markets that shared their passion for Argentine football, such as Latin America and Asia, before scaling worldwide.
- Tell your story through content. They host matches while also building digital narratives, docuseries and experiences that let fans feel part of something bigger.
- Monetize the culture, not just the competition. From academies to licensing to brand collaborations, AFA turned emotion into enterprise by sharing its soul.
- Play the long game. Their global expansion is a decade-long project. True brand love takes time, patience, and faith in the mission.
Those lessons apply to any organization trying to scale without selling out. Whether you’re a startup, a legacy company, or a creative agency, the key is the same: stay true to what made you special and then share it with the world.
Creative gateways: From Providence to Buenos Aires and beyond
I’ve always believed that great ideas travel, as long as they stay rooted in where they come from. (add)ventures’ home base in Providence, Rhode Island mirrors the spirit we see in Córdoba, Argentina. Both are creative capitals powered by thinkers, makers, and doers who build global impact from local passion. And just as Buenos Aires hums with culture, storytelling and design, its northern sister Miami serves as a gateway between Latin America and the rest of the world.
These are cities that feel; they blend art, commerce and community. Together, they represent what (add)ventures calls its LATAM gateway vision: connecting brands, talent, and stories across the Americas.
At (add)ventures, that’s exactly what we try to do for every client — to find that emotional heartbeat and amplify it through storytelling, design and experience. Leandro reminded me that whether you’re kicking a ball or building a brand, passion is the strategy.
Final whistle
Argentina resonates so deeply with me personally, and with our team at (add)ventures because both our cultures thrive on creativity, resilience and a bit of beautiful chaos. We both believe that heart matters as much as hustle.
Argentina is showing the world that a country, like a brand, can lead with soul and still win on the global stage. The AFA isn’t just exporting football; they’re exporting hope, heritage and human connection.
And that’s a lesson every brand can use.
