Former AFA CMO Outlines Global Brand Strategy and Betting Convergence at SBC Summit 2026

BARCELONA – Leandro Petersen, the former Chief Marketing Officer for the Argentine Football Association (AFA), provided an analysis of modern sports brand expansion during a panel at the SBC Summit 2026. His address focused on the strategies required for sports properties to build a global presence, with a particular emphasis on the AFA's own journey.

Marketing Trends and Globalisation

The session explored current trends in sports marketing, with Petersen drawing on his experience to outline how national organisations can evolve into international commercial entities. He discussed the importance of developing a coherent brand identity that resonates with diverse audiences across different markets. The discussion also touched upon the necessity for sports organisations to adapt their commercial and fan engagement strategies to compete in a crowded global landscape.

A central theme of Petersen's presentation was the accelerating convergence between sports and the entertainment and betting industries. He addressed the significant growth within these sectors and noted their increasingly intertwined relationship with professional sports. According to the former AFA executive, this integration presents both opportunities and challenges for sports brands seeking to monetise their assets and deepen fan engagement. The discussion covered how partnerships in these areas are becoming a critical component of a modern sports property's commercial model.

AFA and NFL as Case Studies

Using the AFA as a primary case study, Petersen illustrated how a national football association can leverage its brand on a global scale. The analysis is understood to have covered the AFA's strategic initiatives in building international partnerships and expanding its digital footprint. He detailed how the association has worked to transform its brand beyond its traditional South American base, targeting new fanbases and commercial opportunities in regions across the world. This expansion strategy, as outlined in the session, involves a multi-faceted approach encompassing licensing, media rights, and strategic sponsorships.

To provide a comparative perspective, Petersen also referenced the National Football League (NFL) as a model for successful international expansion. He examined the NFL's long-term strategy for establishing a presence in markets outside of North America, such as the UK and Germany. The comparison highlighted the different pathways available to sports properties, contrasting the league-based structure of the NFL with the national association model of the AFA. The NFL's approach to media rights, international games, and its embrace of the regulated sports betting market in the US were presented as relevant examples for other organisations to study.

The presentation concluded by synthesising these themes, suggesting that the future of sports marketing lies in a holistic approach that integrates commercial partnerships, entertainment-driven content, and a strategic engagement with the regulated betting ecosystem. Petersen's insights offered a framework for how sports organisations can navigate the complexities of global expansion while capitalising on the growth of adjacent industries. The panel provided delegates with a high-level overview of the strategic thinking behind the commercialisation of major sports brands in the current media and regulatory environment.