Fintech Naranja X gets sporting exposure through AFA deal


Naranja X has partnered with the Argentine Football Association (AFA) to strengthen its visibility across Latin America.  

Headquartered in Córdoba, Spain and operating development centres in its founding location, as well as in Buenos Aires, Naranja X focuses on card payments, loan issuing and insurance and assistance services.

The company has been named as the official partner of the Argentine Primera División for the remainder of 2024. This marks a continuation of the AFA’s already extensive commercial engagement with fintech and payments.

Julieta López, Head of Branding at Naranja X, said: “It is our mission to provide opportunities for people to enjoy unique experiences. This bond goes beyond a business partnership; It is a commitment to access to entertainment and experience. 

“This agreement allows us to not only strengthen our brand presence, but also open the doors to exciting moments that will further unite the football community. We are excited to be part of this journey, sharing emotions and connecting with the very essence of football passion.”

The agreement follows on from the AFA’s agreements with forex broker platform XTrend, American Express and crypto exchange Binance, among other deals with fintechs and payments companies.

Engagement with Web3 innovations, alongside fintech, has become a defining feature of sports’ commercial side in recent years, as clubs and associations examine how they can leverage emerging technologies, and the AFA has been no exception to this.

Claudio Tapia, AFA President, commented: “In all these years of management we have developed a strong expansion of the AFA brand throughout the world and of the Professional League, generating links with top-level companies that accompany our projects. 

“The most important and experienced companies understand this and year after year they renew confidence in our professionalism in management. Thanks to this agreement with Naranja X, we can begin our relationship with one of the most important brands in its field. Today we welcome Naranja X as official sponsor of the Professional Football League.”