Dubai:In a major move blending the worlds of finance and football, LuLu Exchange and LuLu Money have officially partnered with the Argentine Football Association (AFA), becoming Regional Fintech Partners in the UAE, Oman, Bahrain, Kuwait, and Qatar. The strategic agreement is part of a wider collaboration under LuLu Financial Holdings across 10 countries.The sponsorship was unveiled during a high-profile event in Dubai, attended by Argentina’s World Cup-winning coach Lionel Scaloni, senior executives from LuLu Financial Holdings, and officials from AFA. The partnership is set to run through mid-2026, covering a critical period that includes the buildup to the FIFA World Cup 2026 in the USA, Canada, and Mexico.Under the agreement, different arms of LuLu Financial Holdings will represent the brand in various regions. In India, LuLu Forex and LuLu Finserv will serve as the AFA partners, while LuLu Money will take the lead in Malaysia, the Philippines, and Singapore.Customers of LuLu Financial entities can expect a dynamic year ahead, featuring a lineup of fan-centric campaigns and digital activations. More than 380 customer engagement centers will roll out promotions offering exciting rewards — from official AFA merchandise and match tickets to exclusive meet-and-greet opportunities with football legends.“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 our customers experience when using our services to support their families. This partnership celebrates that shared spirit.”Claudio Tapia, President of the AFA, welcomed the partnership, highlighting the emotional connection between the Argentine national team and fans in the Middle East and India.
“We are delighted to have the LuLuFin family as new regional sponsors of the Argentine Football Association for the Middle East, APAC, and India,” Tapia said. “This collaboration reflects shared values and a mutual commitment to teamwork and community.”
Leandro Petersen, AFA’s Commercial and Marketing Director, emphasized the importance of the partnership in continuing AFA’s global expansion.
“This marks a new chapter for the AFA brand in key territories like India and the Middle East. The strong support from fans in these regions energizes us, and we’re proud to align with a trusted brand like LuLu Financial Holdings.”
The partnership positions LuLu Financial Holdings as a brand that not only supports financial empowerment but also connects emotionally with communities through shared passions like football. By partnering with a globally admired team like Argentina, LuLu aims to extend its mission of meaningful engagement beyond transactions — into culture, celebration, and identity.
