Client Story

Argentine Football Association

The Argentine Football Association (AFA) has been on an unprecedented run in recent years, winning the 2022 World Cup and the 2021 Copa America, fueled by the amazing play of superstar Lionel Messi.

Messi’s arrival to the MLS’ Inter Miami team in 2023 further demonstrated the country’s growing appeal in the U.S. and beyond.

As Argentina prepares to defend their titles at the 2024 Copa America and 2026 World Cup, both of which will be played in the U.S., the AFA decided to open their first office in the U.S.  to continue to grow their brand and support the planned opening of a training facility in Miami.

Given Agency Byrnes’ unique understanding of both the U.S. and Argentina media landscapes and cultures, the AFA hired Agency Byrnes to lead communications for the inauguration event of the new Miami office.

The event was a resounding success, attracting soccer dignitaries, including FIFA president Gianni Infantino, and dozens of local, national, and international media outlets resulting in global coverage in various languages.

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