LuLu Money has signed a landmark partnership with the Argentine Football Association (AFA), becoming the regional fintech partner for the Philippines, Malaysia, Singapore, and Hong Kong. The collaboration, announced in Dubai, brings the global football powerhouse closer to millions of fans across Asia just in time for the run-up to the 2026 FIFA World Cup.

Regional fintech partnership taps into Filipino passion for football

The partnership is part of a broader global sponsorship strategy by LuLu Financial Holdings, which operates across 10 countries. Through this deal, different LuLu entities will represent the AFA in their respective regions. For the Philippines, LuLu Money will lead the initiative, while in the Middle East, LuLu Exchange will assume the partnership role. India’s coverage will be handled by LuLu Forex and LuLu Finserv.

The deal runs through mid-2026 and was launched at a high-profile event attended by AFA executives, World Cup-winning coach Lionel Scaloni, and LuLu Financial Holdings leadership. The timing is strategic, as Argentina gears up to defend its World Cup title in the United States, Canada, and Mexico.

Exciting promos and fan engagement ahead for Filipino users

Over the next year, LuLu Money customers in the Philippines can expect exclusive campaigns, digital promotions, and football-themed activations. Prizes will include AFA merchandise, match tickets, and even potential meet-and-greet opportunities with Argentine players.

Adeeb Ahamed, Founder and Managing Director of LuLu Financial Holdings, emphasized the emotional and symbolic nature of the partnership. “For countless fans, the Argentine team represents more than football—it symbolizes hope, resilience, and joy,” he said. “This partnership is a celebration of that shared spirit.”

AFA President Claudio Tapia added, “We are delighted to welcome the LuLuFin family as our regional sponsor across the Middle East, APAC, and India. Our international expansion grows stronger with each partnership.”

AFA’s Commercial and Marketing Director Leandro Petersen noted that the sponsorship underscores Argentina’s strong support in these regions. “We are proud that LuLu Financial Holdings has chosen the Argentine champions as its brand image for this World Cup period.”

Through this collaboration, LuLu Financial Holdings aims to strengthen its cultural and emotional ties with communities that rely on its services for daily remittance and financial needs, while celebrating the unifying power of sport.