Mashreq Bank, a Dubai-based financial institution, has become the new regional sponsor of the Argentinian national football team.
The sponsorship sees Mashreq become the first regional bank sponsor of the Argentina football team from the Middle East and Egypt. The Argentine Football Association (AFA) and Mashreq Bank have signed a regional sponsorship agreement until the end of 2023.
Mashreq has become the exclusive regional bank sponsor for the team, as Argentina continues to play in the largest international football tournament FIFA World Cup Qatar 2022. The bank also becomes the ambassador of the Middle East and Egypt region for the Argentina national team. As part of the agreement, Mashreq is to launch official joint campaigns featuring the Argentine national team. It will also have Argentinian players starring in various promotional campaigns.
Claudio Fabian Tapia, president of the AFA, gave his view on the sponsorship. He explained: “We are delighted to have Mashreq, one of the region’s oldest financial institutions, as the first regional sponsor for the Argentine Football Association during such a vital global football period.
“A true milestone has been achieved for the international expansion of AFA. This opens new opportunities with a prominent bank like Mashreq. This agreement allows our Association to consolidate its global leadership position in the football environment. We welcome Mashreq as the first supporter bank in the Middle East and Egypt territory.”
Celebrating a passion for football in the region
The Argentine National Team is well-regarded by football fans in the region. The agreement brings together two organisations collaborating to celebrate the passion for the sport.
Ahmed Abdelaal, group chief executive officer of Mashreq, explained why the institution partnered with the national team. Abdelaal commented: “Partnering with the Argentine Football Association during the 2022 FIFA World Cup provides us with an opportunity to be associated with one of the most popular and most followed sports in the world, by both men and women.
“This is especially so with the World Cup being held here in the Arab world for the first time. This partnership goes way beyond the World Cup, where our ultimate aim is to support sports around the region. Football is one of our region’s most important and exhilarating sports. It inspires people of all generations and backgrounds, and that brings people together, and only football has this kind of power.
“Now, as we partner with one of the most successful and important teams in footballing history, we are trying to communicate with the greatest number of our existing and potential customers in a more immersive and emotional way. We are also trying to explore new territories that go beyond traditional engagements through inspiring campaigns.”