PU Prime and AFA celebrate global partnership with signing event in Madrid
PU Prime and the Argentina Football Association (AFA) commemorated their growing collaboration with a formal signing ceremony held at the Argentina Football Academy Vallecas in Madrid. The event marked a significant step in the long-term strategic partnership between the global financial services provider and one of football’s most iconic organizations.
The ceremony underscored shared values between PU Prime and AFA—discipline, precision, and a commitment to excellence—while also symbolizing a deeper engagement that transcends traditional sponsorship. The day began with a meet-and-greet between PU Prime and AFA delegates, followed by the official contract signing and ceremonial shirt exchange, showcasing unity and a mutual vision for global impact.
Celebrating shared goals through sport and strategy
PU Prime Managing Director Daniel Bruce delivered the keynote speech, emphasizing the alignment between financial strategy and athletic performance.
“The AFA is renowned for developing world-class talent and global recognition—an ambition PU Prime also strives for. This partnership marks a powerful step forward in our journey toward global influence and excellence,” Bruce said.
AFA’s Chief Commercial and Marketing Officer Leandro Petersen welcomed the partnership warmly:
“Football is a global language. Today, we add PU Prime as a valued regional partner who shares our passion for performance, innovation, and excellence. We are thrilled to welcome them to the AFA family.”
Following the signing, attendees were given a guided tour of the Academy’s elite facilities, home to some of Argentina’s brightest football prospects.
A legendary perspective on legacy and unity
The event also featured a live Q&A session with Argentine football legend Javier Saviola, who spoke about the significance of international partnerships and the legacy of representing Argentina on the global stage.
“This partnership reflects the spirit of our team and the pride we feel wearing the Argentina crest,” Saviola shared. “Seeing PU Prime support the AFA helps share that passion across the world.”
The Madrid signing event is only the beginning. The PU Prime and AFA partnership is expected to drive impactful experiences, fuel global fan engagement, and create lasting value through the synergy of football and finance.
