Leandro Petersen, Chief Commercial & Marketing Officer of the Argentine Football Association (AFA), returned to Dubai for what has become one of the most symbolic chapters in AFA’s global expansion strategy—an official visit marked by high-level meetings, major commercial announcements, and the unveiling of ambitious long-term projects.
During his latest trip to the UAE, Petersen led AFA’s institutional and commercial agenda in Dubai, reinforcing the organization’s growing footprint in the Middle East.
The visit included a landmark event at the Burj Khalifa, where AFA announced the highly anticipated AFA Tower project, developed in partnership with Prestige One Developments, and introduced Evest as a new strategic sponsor—two milestones that further elevate AFA’s presence in one of the world’s most competitive and visionary markets.
The visit was highlighted by a prestigious event at the Burj Khalifa, held together with Evest to reinforce their strategic relationship, where AFA also presented the latest developments and new advances of the highly anticipated AFA Tower project, a real state developed in partnership with Prestige One Developments—a remarkable milestone that further strengthens AFA’s presence in one of the world’s most competitive and visionary markets
Recognized for his role in transforming AFA into a globally competitive commercial brand, Petersen has been a key figure behind the federation’s international growth over the last five years, positioning AFA alongside the world’s most influential sports institutions, with more than 100 sponsoring partners worldwide.
In this exclusive interview conducted in Dubai, Petersen shares his personal impressions of returning to a city that constantly reinvents itself, reflects on the significance of seeing the Argentine flag displayed in one of the world’s most iconic landmarks, and explains how AFA’s strategy in the Middle East is evolving into a long-term platform for innovation, partnerships, and global legacy-building.
What was your first feeling upon returning to Dubai?
Returning to a place that never stops growing is always an extraordinary experience. Dubai is a city that constantly evolves, constantly reinvents itself, and constantly sets new global standards. For us, having the AFA brand present here is truly a source of immense pride. Historically, no Argentine institution has achieved in the Middle East what AFA has accomplished in recent years.
Over the nearly five years that we have been developing our presence in this region—particularly in Dubai—each visit has marked the announcement of something new. Every time we come, we present a new partnership, a new strategic initiative, or a new long-term project. Today, for example, we announced a remarkable project such as the AFA Tower, and we introduced a new sponsor, Evest. These milestones are not coincidental; they are the result of sustained effort and long-term vision.
The feeling, above all, is one of happiness and deep national pride. As Argentines, seeing our flag displayed so prominently in an iconic landmark like the Burj Khalifa is something that feels almost surreal. Presenting an AFA sponsor agreement in such a globally recognized building is a powerful moment. It represents years of work, dedication, and strategic planning. None of this happens overnight. Behind every announcement, there are countless hours of negotiation, coordination, and long-term commitment.
For us, it is a profound source of joy, and it reinforces our belief that this is the path we must continue to follow—step by step, with consistency and ambition.
Regarding Prestige One and the progress of the project, what were your impressions during today’s presentation, and what are the next steps?
Today’s presentation marked a very important transition—from vision to execution. The most gratifying aspect is that the project has officially entered its development phase. Expectations have been high from the beginning, but now we are seeing concrete milestones being achieved, and that is extremely significant.
Prestige One has completed the acquisition of the land where the project will be developed, as officially announced by its CEO today. This is a major step because it establishes the physical and legal foundation of the initiative. Additionally, a clear four-year development roadmap has been outlined, demonstrating structured planning and long-term commitment.
For AFA, this partnership is strategically important. Prestige One has extensive experience and deep knowledge of the real estate market in this region.
Ahmad, its CEO, represents a new generation of leadership—young, forward-thinking, innovative, and highly ambitious. That mindset aligns perfectly with AFA’s own long-term vision.
This is a partnership between two brands that share common values: ambition, innovation, long-term planning, and the desire to break new ground. There is mutual enthusiasm to deliver this project efficiently and successfully. We believe this initiative will represent a milestone not only for AFA, but potentially as a model that could be replicated in other major markets such as the United States, China, and India—markets where there are large-scale real estate developers who may see value in adopting a similar model.
Being first carries enormous value. Prestige One trusted AFA from the beginning. This is already their third year as one of our sponsors, and the scale of investment they are committing to this project is substantial. For us, it is an honor that they have chosen to invest at this level in the AFA brand.
How do you personally experience the significance of an Argentine brand building a landmark property in Dubai?
First and foremost, I believe this sends a powerful message to Argentine companies everywhere: we are capable of achieving extraordinary things on the global stage.
In the case of AFA, this success is the result of coordinated efforts across multiple areas over many years. On the sporting side, there has been a nine-year process led by Lionel Scaloni and his technical team. On the institutional side, our president and executive committee have provided strong leadership. On the commercial side, which we lead, our responsibility has been to elevate the AFA brand into a globally attractive and competitive entity.
I believe we have achieved that objective. Today, AFA is present worldwide and works with more than 100 sponsoring companies. Many of the most important multinational corporations in the world collaborate with us.
Having our own building in Dubai once seemed almost impossible. When you look around and see global giants such as Mercedes-Benz or Armani—brands that have residences or landmark properties here—you understand the magnitude of what this represents. Being in the Burj Khalifa, where Armani has its own presence, and knowing that soon AFA will have its own building in this same global environment, places us in a league that once felt unreachable.
For me, this is deeply aspirational. It represents a legacy that AFA will leave in this region. More importantly, it should serve as encouragement for Argentine companies. The message is clear: come to this market, explore it, invest in it, take calculated risks. The Middle East is unquestionably one of the world’s most dynamic growth regions, alongside China and the United States. What is happening here is remarkable and difficult to fully comprehend until you experience it in person.If AFA can open a door, we hope many Argentine companies will follow.
What did it mean to see so many Argentines present at the event?
It never stops surprising me how Argentines are present in every corner of the world. Seeing such a strong Argentine presence at today’s event was both heartwarming and meaningful.
Argentines share a unique sense of connection. Even without speaking, there is an immediate feeling of camaraderie and solidarity. That cultural trait—hospitality, closeness, empathy—is something that distinguishes us internationally.
Seeing so many Argentines attend and support the event was not only a pleasant surprise but also a source of happiness.
They are natural ambassadors of what we are building. When AFA Tower becomes a reality, I am certain many Argentines will feel a personal connection to it and will want to be part of it in some way.
What were your impressions upon arriving at today’s event at the Burj Khalifa?
I was genuinely impressed. Despite having visited Dubai for many years, I had never fully appreciated the magnitude of the Burj Khalifa. Being there, understanding its scale and symbolism, is something else entirely.
Announcing an AFA agreement in such an iconic global landmark is both emotional and humbling. We are leading a global expansion project, but at our core, we remain Argentines. Seeing the Argentine flag displayed at the entrance of such an event evokes deep pride.
In moments like that, you reflect on the journey—the years of effort, the challenges overcome, the strategic decisions made. None of this happens spontaneously. When you stand there, you mentally revisit the entire process that brought you to that moment.
It reinforces the belief that Argentina has enormous potential. Argentine brands deserve to compete at the highest level. This kind of achievement should not be exceptional—it should become increasingly common. For us, it represents immense pride and a powerful validation of years of hard work.
What does the agreement with Evest represent, and how will the collaboration develop?
This new agreement with Evest strengthens our strategic growth plan in the Middle East. Evest is a financial services company experiencing rapid international expansion, and the Middle East represents one of its most important priority markets.
There is strong strategic alignment between Evest’s growth roadmap and AFA’s expansion objectives. While AFA is already a global leader in football, the Middle East is a highly competitive sports market, with prominent brands such as the NBA, Formula 1, Real Madrid, and Dubai Basketball operating actively in the region.
Rather than viewing this environment as competitive in a restrictive sense, we see it as complementary. The growth of one contributes to the growth of the entire sports ecosystem. Evest is a young company with dynamic leadership, innovative thinking, and a forward-looking mindset. Their shareholders and executives demonstrate a clear ambition to expand aggressively and strategically.
This alliance is bold and somewhat disruptive, and we believe it marks the beginning of a highly successful long-term partnership.
Could you elaborate on the meetings with the Dubai Sports Council and Coca-Cola Arena?
The Dubai Sports Council is one of the most important and fastest-growing sports governing bodies globally. It plays a central role in positioning Dubai as a major sports hub. Its agreement with FIFA to host the FIFA Awards in Dubai over the next five years is a clear demonstration of its global ambition.
As reigning world champions and one of FIFA’s leading federations, we believe we have a responsibility to strengthen this alliance. We are exploring numerous long-term initiatives, including youth academy development, hosting the Argentine Super Cup in the region—as we previously did in Abu Dhabi in 2021—and organizing friendly matches for both our men’s and women’s national teams.
This country plans long term. That strategic patience and long-range vision create ideal conditions for sustainable partnerships.
Regarding Dubai Basketball and Coca-Cola Arena, I was truly impressed. The venue represents a world-class sports and entertainment hub, strategically located in central Dubai with excellent accessibility. Dubai Basketball, despite being less than two years old, is already competing in the EuroLeague—second only to the NBA in global basketball prominence.
We see multiple areas for collaboration: youth development, promoting sporting values, leadership events, corporate gatherings, and Legends matches featuring iconic Argentine and Spanish players. There is enormous potential and many avenues for cooperation.
What are the next steps for AFA in the Middle East?
The immediate focus is the Finalissima against Spain on March 27 in Qatar—a country that holds a permanent place in our hearts following the historic World Cup final at Lusail Stadium.Spain is currently ranked number one in the FIFA rankings, making this match both highly competitive and globally relevant.
Beyond the sporting significance, every match played in the Middle East represents a strategic commercial opportunity.
When Lionel Messi and the world champions come to the region, our responsibility is to maximize that impact. We are organizing FanFest events, sponsor activations, marketing campaigns, and a friendly match against Qatar. Additionally, we are planning an AFA Legends match featuring iconic Argentine players such as Batistuta, Caniggia, Zanetti, Maxi Rodríguez, and Saviola, alongside Spanish legends including Puyol, Xavi, and Iniesta.
Argentina and Spain share a deep historical and cultural connection that goes beyond football. Hosting this event in Qatar reinforces AFA’s long-term strategy in the Middle East—a region that, alongside China and the United States, represents one of our most important global markets.
There is a tremendous amount of work ahead, but also enormous enthusiasm. We are confident that this region will continue to play a central role in AFA’s global expansion strategy.
(C) latinglf.ae – Dubai – 2026
