# Druid Sport Secures a Record Number of AFA Partnerships Across China

- Link: https://www.thailand-business-news.com/pr-news/druid-sport-secures-a-record-number-of-afa-partnerships-across-china
- Published: 2026-06-23T10:00:00+07:00
- Author: PR Newswire

BEIJING, June 23, 2026 /PRNewswire/ — Druid Sport has strengthened AFA’s commercial
presence in China by securing a record portfolio of new regional partnerships for
the Argentine Football Association (AFA), the reigning world champions, through 
its role as AFA’s exclusive commercial representative in the market.

[⌊The Argentina National Team celebrate their FIFA World Cup Qatar 2022 victory,
securing the nation’s third world title. Credit: AFA.⌉⌊The Argentina National Team
celebrate their FIFA World Cup Qatar 2022 victory, securing the nation’s third world
title. Credit: AFA.⌉[
The Argentina National Team celebrate their FIFA World Cup
Qatar 2022 victory, securing the nation’s third world title. Credit: AFA.

The agreements underline Druid Sport’s growing capability in Asia, combining local
market knowledge in international rightsholder representation, sponsorship sales
strategy and brand partnership delivery.

Since its appointment, Druid Sport has delivered agreements with **Dongfeng, Danone,
Du Xiaoman, Wahaha Beverages, Shenzhou Car Rental** and **PairDeer (Sonluk),** building
AFA’s commercial presence across automotive, FMCG, financial services, mobility 
and consumer electronics.

**Eric Fan, Senior VP of Sales of Druid Sport China**, said: "Our focus in China
has been to build a balanced, strategically aligned portfolio of partners that gives
AFA a strong and relevant presence across key consumer categories. The partnerships
secured demonstrate the strength of that approach, translating AFA’s global brand
power into locally meaningful collaborations with leading Chinese brands. With the
FIFA World Cup now underway, we see further opportunity to build on this momentum
and deepen AFA’s connection with fans across the market. More broadly, this reflects
the growing importance of China for international rightsholders, as brands increasingly
look to global sports properties to drive relevance, differentiation and deeper 
consumer engagement."

AFA’s partnership with **Dongfeng** marks a strategic entry into China’s automotive
sector. As one of the country’s leading automotive manufacturers, Dongfeng brings
scale, innovation and a strong domestic footprint. The partnership will focus on
integrated marketing campaigns, leveraging the global appeal of the Argentina National
Team to drive brand affinity, customer engagement and product storytelling across
key consumer segments.

The partnership with **Danone** was first launched in China through its Mizone brand,
a leading player in the functional beverage category. Following the success of the
partnership in China, the agreement was subsequently extended to Indonesia.

Through its partnership with **Du Xiaoman**, AFA enters China’s fintech sector, 
with activity focused on digital campaigns and marketing across Du Xiaoman’s platforms,
providing access to a broad user base and creating additional touchpoints to engage
fans through everyday financial services.

AFA’s agreement with **Wahaha** provides a platform for activation across retail
and distribution, supporting broad consumer engagement in the beverage category,
with consumer-facing campaigns across China using the appeal of the Argentina National
Team to create retail, promotional and digital engagement opportunities.

The partnership with **Shenzhou Car Rental** aligns AFA with one of China’s leading
mobility platforms, with the collaboration centred on national campaigns and customer
engagement initiatives, reflecting shared values of elite performance, professionalism
and reliability.

AFA’s partnership with **PairDeer (Sonluk)** expands its presence into consumer 
electronics, focusing on connected devices and digital engagement to reach younger
audiences across China.

Together, these agreements establish a broader commercial platform for AFA in China,
creating multiple consumer touchpoints across automotive, FMCG, digital financial
services, mobility and consumer electronics as the FIFA World Cup 2026 is now underway.

**About Druid Sport**

Druid Sport is an international sports marketing agency specialising in advisory,
sponsorship rights sales and events. Operating across six key regions, with offices
in Beijing, Mumbai, Dublin, Lisbon, Geneva and Riyadh, the agency combines local
market insight with a global network to deliver effective commercial partnerships
for rightsholders and brands, drawing on experience across multiple sports, international
properties and major events.

 

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