The UAE-based LuLu Exchange and its digital platform LuLu Money have entered into a regional partnership with the Argentine Football Association (AFA), becoming the association’s Regional Fintech Partners across the Middle East and Asia.
Multi-country sponsorship
The agreement, announced during a ceremony in Dubai attended by Argentina’s national team coach Lionel Scaloni, includes LuLu Financial Holdings’ entities in ten countries.
In the UAE, Oman, Bahrain, Kuwait, and Qatar, LuLu Exchange and LuLu Money will represent the partnership. In India, LuLu Forex and LuLu Finserv will take on the role, while LuLu Money will do the same in Malaysia, the Philippines, and Singapore.
The partnership will run through mid-2026, aligning with Argentina’s campaign to defend their title at the FIFA World Cup in North America.
Fan-focused initiatives
Over the coming year, LuLu Financial Holdings plans to launch a series of customer engagement campaigns linked to the partnership. These will include contests and promotions offering match tickets, official merchandise, and opportunities to meet players.
“For countless fans, the Argentine team represents more than football – it symbolizes hope, resilience, and joy,” said Adeeb Ahamed, Founder and Managing Director of LuLu Financial Holdings. “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.”
AFA’s expansion in Asia
AFA President Claudio Tapia welcomed the partnership, highlighting its strategic importance in the region.
“We are delighted to have the LuluFin family as new regional sponsor of the Argentine Football Association for the Middle East, APAC and India. AFA’s international expansion continues to grow, incorporating prestigious groups in important territories for our national team,” he said.
Leandro Petersen, Commercial and Marketing Director of AFA, added: “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.”
The agreement reflects LuLu Financial Holdings’ efforts to build deeper community ties through global partnerships, connecting with customers beyond financial services.
tanvir@dubainewsweek.com
