LuLu Financial Holdings announces partnership with Argentina: AFA inks deal with LuLu group across 10 markets

LuLu Financial Holdings have announced a regional partnership with the Argentine Football Association (AFA) in 10 markets across Asia.

While LuLu Forex and LuLU Finserv will represent the brand as AFA's Regional Fintech Partners in India, other group entities such as LuLu Exchange and LuLu Money will take on the partnership role in the GCC countries, Malaysia, the Philippines, and Singapore.

LuLu Forex is an acclaimed name in foreign exchange and outward remittance services with a strong pan-India presence while LuLu Finserv is a fast-growing microlending and financial services provider.

The partnership extends across 10 countries, namely India, UAE, Saudi Arabia, Qatar, Oman, Bahrain, Kuwait, Singapore, Malaysia and the Philippines.

The partnership, which initially runs through mid-2026, was officially unveiled at an event held in Dubai on Tuesday, in the presence of Argentina’s World Cup-winning coach Lionel Scaloni, Senior LuLu Financial Holdings leadership, and AFA executives.

“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.”

Claudio Tapia, President of the AFA, said: “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. We celebrate this new agreement, which has a strong bond with the Indian community, printing such affection for our team. We share the same values and the importance of teamwork. Today we welcome the LuLuFin family as new regional sponsors of the Argentine national team.”

Leandro Petersen, Commercial and Marketing Director of AFA, said: “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. Since we arrived in the Middle East and India, we have seen strong support for the Argentine National Team. We are proud to continue positioning the team as a benchmark in the sports industry and generate close identification with the Indian community by each of our commercial agreements. We are pleased that LuLu Financial Holdings has chosen the Argentine Champions as its brand image for this renewed World Cup period. We are very excited and confident that this agreement will be a great success in the market.”

The agreement runs till the end of the 2026 FIFA World Cup, set to be held in the USA, Canada and Mexico. Fans and customers of LuLu Forex and LuLu Finserv apart from the other LuLu firms can look forward to a range of exciting campaigns and fan-centric activations through the customer engagement centers.

There is expected to be exciting prizes on offer like match tickets, official AFA merchandise and even a chance to meet Argentina stars like Lionel Messi.

Argentina have already qualified for the 2026 World Cup. There are talks of the Albiceleste playing friendlies in some of the markets where LuLu have entered into a partnership with.