October 25 – The Argentina Football Association has signed an agreement with Smartsoft that will see the online gaming software provider become an official digital sponsor of the world champions.
The newest addition to the AFA’s sponsorship roster – and their first in Europe – is a game development studio based in the Georgian Capital of Tbilisi, which has been operating in the B2B market since the company’s foundation in 2015. The studio produces casino games that can be integrated through SoftGaming’s unified API.
Smartsoft will activate its marketing match tickets and exclusive access to the national teams and signed merchandise. The company will also have a digital ad inventory across the AFA’s platforms.
“We are very happy that Smartsoft is the new digital sponsor of the Argentine Football Association,” commented Claudio Tapia, President of AFA.
“The partnership opens a new category to connect with fans on the old continent. As a result, our association continues to consolidate its international growth and we are proud that this is so.”
The partners emphasised a collective ambition of bringing the European audience closer to Argentina football.
“Through this partnership with the Argentine Football Association and the Argentine National Team, we embark on a journey that unites passion and excellence, where the worlds of business and gaming converge with the magic of Argentine football,” stated Guga Gotsadze, Managing Partner of SmartSoft.
The deal represents the AFA’s commitment to commercially strengthening its national team proposition in new markets and territories, building on their World Cup win.
Leandro Petersen, commercial and marketing manager of AFA, said: “Over the last few years we have established a strategic vision and objective for our Association, to regain international prestige and global commercial attractiveness.
“This sponsorship agreement in the European territory with Smartsoft is the confirmation of our strategy. In this direction, the expansion plan continues to show signs of global consolidation…
“Together with Smartsoft we will develop commercial and marketing actions both digitally and at international industry events, in this way AFA will be at multiple global events alongside the technology leader like Smartsoft.”
No length or value was given for the deal.
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