Leandro Petersen, Commercial and Marketing Director of the Argentine Football Association, led a noteworthy institutional tour in the United States, centered around his presentation at Harvard Business School and including an official visit to the Boston Celtics, one of the NBA’s most iconic franchises.
At Harvard Business School, Petersen spoke to students and academics about the AFA’s process of transformation and global expansion, addressing the organization’s evolution and professionalization in recent years. The presentation focused on strategy, leadership, and business models applied to the sports industry, highlighting the transition from a traditional structure to a corporate vision with international reach.
During the presentation, the main pillars of institutional growth were analyzed: expansion into strategic markets such as the United States, Asia, and the Middle East; commercial diversification and the generation of new sources of income; the strengthening of brand positioning worldwide; and the consolidation of alliances with multinational companies. Likewise, the importance of institutionalizing management processes to ensure sustainability and long-term projection, beyond sporting results, was emphasized.
AFA visited the Boston Celtics
As part of the agenda in Boston, Petersen also made an institutional visit to the Boston Celtics, where he met with executives from the organization to exchange experiences on management, innovation, sports marketing, and global audience development.
The meeting allowed for the sharing of best practices related to the professionalization of sports structures and the international expansion of brands.
The tour reaffirms the AFA’s position in the academic sphere and in the ecosystem of high-performance professional sports, consolidating its global expansion strategy and its management model as a benchmark in the global sports business.
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