India Enters the World Cup Arena: LuLu Forex & Finserv Join Hands with Argentina Football Giants
LuLu entities become official regional fintech partners of the Argentine Football Association as Messi mania brews in India with Kerala match talks underway.
BNH NETWORK
HIGHLIGHTS
✅ First Indian fintech firm to partner directly with reigning World Champions
✅ Fans may soon watch Argentina play in Kerala – discussions underway
✅ Messi jersey gifted to LuLu chief as mark of AFA’s appreciation
✅ Global rollout through 10 countries ahead of FIFA 2026
✅ Engaging fan campaigns launching across LuLu Forex and Finserv centers
LuLu Forex and LuLu Finserv Announce Landmark Tie-Up with AFA
Dubai, July 22, 2025 - In a bold stride that brings Indian fintech closer to global football, LuLu Forex and LuLu Finserv have been announced as the Regional Fintech Partners of the Argentine Football Association (AFA). The announcement, made during a grand ceremony in Dubai on Tuesday, marks a monumental partnership between Indian consumers and the reigning FIFA World Cup champions.
A Multi-Country Vision Anchored in India
The collaboration is part of a broader global agreement where LuLu Financial Holdings entities across 10 countries will serve as regional partners of AFA. While LuLu Forex and LuLu Finserv will spearhead operations in India, other sister brands like LuLu Exchange and LuLu Money will handle engagement in GCC, Malaysia, Singapore, and the Philippines.
The agreement is timed to cover the lead-up to the 2026 FIFA World Cup to be held in USA, Canada, and Mexico, ensuring continuous engagement with fans and customers.
Lionel Scaloni, Messi’s Jersey, and a Kerala Dream
In a gesture that lit up the room, AFA presented Argentine icon Lionel Messi’s No. 10 jersey with the name of Adeeb Ahamed, MD of LuLu Financial Holdings. Also present were Argentina’s World Cup-winning coach Lionel Scaloni and AFA Marketing Director Leandro Petersen.
In a heartening update for Indian fans, Petersen hinted at an Argentine national team appearance in Kerala. “Discussions are underway with ministers in this regard,” he stated, adding, “We want to play in front of the fans who show us so much love.”
Fans First: Promotions, Contests, and Global Connection
With this partnership, LuLu Forex and LuLu Finserv customers can expect fan-centric campaigns, including contests for match tickets, official AFA merchandise, and meet-and-greet opportunities with team players. These initiatives aim to strengthen the emotional bond between brand and customer—off the pitch as much as on it.
“The Argentine team stands for hope and joy, much like the journeys of our customers,” said Adeeb Ahamed. “This is a celebration of shared resilience.”
AFA Sees a Strategic Indian Market
Claudio Tapia, President of AFA, acknowledged the growing relevance of India and the Middle East in their international expansion:
“We celebrate this new agreement, which has a strong bond with the Indian community. We share the same values—teamwork, determination, and unity.”
A Milestone Moment for Indian Football Fans
This partnership not only brings Argentina closer to Indian fans but also underscores the growing clout of Indian fintech companies in global branding and sports sponsorship. With Kerala at the center of this historic alliance, Indian football fandom may soon witness its most electrifying chapter yet—live from the pitch.
FACT FILE: LuLu x AFA Partnership at a Glance
| Aspect | Details |
|---|---|
| Partnership | LuLu Forex & LuLu Finserv with Argentine Football Association (AFA) |
| Regions Involved | India, GCC, APAC (10 countries total) |
| Duration | Until mid-2026, includes FIFA World Cup run-up |
| Launch Event | July 22, 2025 in Dubai |
| Special Reveal | Messi's No. 10 jersey gifted to Adeeb Ahamed |
| Future Plans | Possible Argentina match in Kerala |
| Fan Benefits | Contests, merchandise, meet-and-greets |
| Core Message | Connecting communities through sport and service |
