EP 45: Messi magic and miraculous marketing: Argentina’s global brand story
About this episode
Leandro Petersen discusses transforming Argentina's fútbol legacy into a global brand phenomenon.
When passion meets purpose, branding magic happens, and Leandro Petersen knows it better than most. As Chief Commercial & Marketing Officer for the Argentine Football Association (AFA), he’s helping turn Argentina’s fútbol legacy into a global brand phenomenon. In this special bilingual episode, Petersen joins Steve Rosa and Michelle Spriegel to talk about building one of the most recognizable brands in sport — from global partnerships and new markets to the storytelling and strategy that keep Argentina’s fútbol heartbeat strong. In Argentina, fútbol more than a sport, it’s almost part of their national DNA. And at the center of it all is the Argentine Football Association (AFA), where Petersen leads the charge in transforming that cultural heartbeat into a global business powerhouse. From Lionel Messi’s worldwide influence to AFA’s expansion across markets like China, India and the U.S., Petersen shares how strategy, storytelling and pure passion are driving Argentina’s global rise. The conversation dives into how AFA plans for their new high-performance center in Miami, and what it takes to keep the magic alive both on and off the pitch. Looking ahead, Petersen has his eyes…
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