Argentina didn’t just win the World Cup - it became one of the most powerful global brands in sport.
On Tuesday, 2nd December, Brand Finance and the Asociación del Fútbol Argentino (AFA) will host an exclusive event in New York City exploring the rise of AFA as a global brand, and how strategic brand building is reshaping modern sport.
Bringing together leaders from AFA, FIFA, the National Basketball Players Association (NBPA), and Brand Finance, the session will examine how a national team evolves into a global commercial powerhouse. Discussions will focus on brand strength, cultural impact, global reach, and the drivers of commercial value for partners.
Brand Finance's Managing Director, Americas, Laurence Newell will also present new insights into the components of AFA’s brand strength - from on-pitch excellence and cultural resonance to marketable talent and international reputation.
Join us for a focused and insightful conversation on one of the world’s most influential sports brands and what its success means for federations, partners, and the future of global sport.
RSVP: marketing@afa.org.ar
Laurence is a brand specialist and consolidated marketing services business developer with 26+ years of experience directing client engagements in brand-building disciplines encompassing valuation, B2B and B2C research, strategy, corporate identity, and packaging across numerous sectors and markets. With experience throughout Latin American and North American markets, Laurence serves as Managing Director for the Americas Region of Brand Finance, the world’s leading brand valuation and strategy consultancy.
Laurence is a frequent contributor on marketing and branding topics in media outlets such as Bloomberg, and The Drum. Laurence is a representative for Mexico before the ISO Technical Committee responsible for reviewing the creation of a transparent, reconcilable, and repeatable approach to brand valuation, ISO 10668 on Monetary Brand Valuation, and participates in the US Marketing Accountability Standards Board (MASB), with Brand Finance.
Laurence holds an undergraduate degree from Southern Methodist University and a postgraduate degree from the University of Miami.