Digital asset wealth platform Nexo has bolstered its LATAM strategy after inking a deal with Argentina’s national football team. The agreement has granted Nexo the title of Official Regional Digital Asset Partner ahead of the 2026 FIFA World Cup, placing the company at the center of a key market it has been targeting for expansion.
In a crypto context, Argentina is one of the world’s most active markets for digital asset usage, not just for trading but also for DeFi and remittances. In a football context, meanwhile, the country’s team has a fine pedigree, having lifted the World Cup three times, most recently in 2022. With the 2026 World Cup looming, it’s the perfect time for Nexo to align its brand with one of the continent’s top teams.
South America Meets North America
The 2026 World Cup kicks off in June and is set to be hosted across the United States, Canada, and Mexico. Argentina’s group stages opponents – Algeria, Austria, and Jordan – will be faced in the Kansas City Stadium and Dallas Stadium (Texas) in North America. The team is the favorite to top the group, and Nexo will be hoping that its digital asset partnership will keep it under the spotlight all the way to the final.
This isn’t Nexo’s first foray into Argentina, incidentally; in late December, it acquired local platform Buenbit and has since seen its user base in the country grow by 34% in under four months. With Buenos Aires serving as Nexo’s regional hub, the partnership with the national team came naturally and should enhance its reputation as the preeminent onramp to the world of digital assets.
As Federico Ogue, CEO at Buenbit by Nexo, put it, “As we grow our presence in Argentina and across South America, partnering with AFA is a statement of commitment to this region and the clients we serve here.”
Ticket Giveaway to Get the Ball Rolling
No sporting partnership would be complete without a tie-in to raise awareness and get the fans on board, particularly with a tournament as tantalizing as the World Cup looming, where tickets are in high demand. To celebrate its team partnership, Nexo is running a ticket giveaway campaign for Argentina’s World Cup matches, with both new and existing clients eligible to participate.
There’s also the prospect of signed squad shirts to be won and co-created player content with the likes of Messi, Lautaro Martínez, Julián Álvarez, and Nico Paz. Finally, a series of match-day experiences is in the offing, in which Nexo users will be eligible for rewards based on platform activity.
Nexo has previously partnered with major sporting events, including the Australian Open and the Audi Revolut Formula 1 Team.
In Argentina, the partnership takes on additional relevance. Following its acquisition of Buenbit, Nexo has expanded its presence in Latin America, where interest in digital assets continues to grow. With the World Cup expected to bring increased global attention to the region, this visibility may contribute to greater awareness of crypto services among local users.
