On 8th May 2023, the Argentine Football Association (AFA) and bKash Limited (bKash), the largest Mobile Financial Services provider in Bangladesh, announced their partnership to promote further financial inclusion through sports. This collaboration marks the first and only Bangladeshi brand partnership with the reigning and three-time FIFA World Cup champion, Argentina National Team. The partnership aims to bridge the gap between die-hard football fans and their favorite superstars like Lionel Messi, Angel Di Maria, Julián Alvarez, and Emi Martinez.
The Significance of the Partnership
The Argentine Football Association has been receiving support from fans worldwide, and as part of their brand expansion strategy, they have devised various programs in countries such as Bangladesh, India, China, and the Middle East. Among these, bKash, as Bangladesh’s number one brand known for its dependability and trustworthiness, emerged as a natural match for the AFA. Both institutions have captured the hearts of millions of Bangladeshis, with football fans in the country cherishing their magical experiences of watching legends like Diego Maradona play and win at the FIFA World Cup.
Bringing Fans Closer to the Superstars
This partnership allows football fans and users of bKash to gain invaluable experiences and feel closer to their beloved superstars. Through this collaboration, bKash, which caters to 70 million people in Bangladesh with its diverse range of services, becomes an integral part of the journey of empowerment and financial inclusion through sports.
Statements from Claudio Fabian Tapia and Kamal Quadir
Claudio Fabian Tapia, President of AFA, expressed his delight at having bKash as the first regional brand partner of the Argentine Football Association in Bangladesh. He acknowledged the strong and passionate support of the Bangladeshi community for the Argentina National Football Team during the World Cup and viewed this collaboration as a milestone in achieving financial inclusion in Bangladesh.
Kamal Quadir, Founder and CEO of bKash, highlighted the unifying power of football and the mesmerizing skills, rhythm, and sportsmanship displayed by the Argentine football team. He praised the support of Bangladeshi fans and the remarkable growth of Bangladesh as a country. Quadir sees this partnership as an opportunity to explore new avenues of solidarity through sports and entertainment while showcasing the inspiring story of Bangladesh to the world.
Leandro Petersen’s Perspective
Leandro Petersen, Chief Commercial and Marketing Officer of AFA, discussed the strategic vision and goal of the Argentine Football Association in recovering international prestige and commercial attractiveness. He emphasized the importance of global expansion for the AFA brand, and the partnership with bKash in Bangladesh is a significant step in that direction. Petersen expressed excitement about the possibilities this collaboration brings and the increased synergy and power of both brands.
More about the Partnership between bKash and Argentine Football Association
The partnership between bKash and the Argentina National Football Team signifies the convergence of two influential entities with a shared mission of empowerment and social impact. Through this collaboration, bKash aims to bring the excitement of football closer to its users, enabling them to connect with their favorite football superstars on a more personal level. The endorsement by the three-time FIFA World Cup champion Argentina National Team adds a new dimension to bKash’s brand appeal, further strengthening its position as a leading player in the mobile financial services sector.
As part of the partnership, bKash users will have access to exclusive experiences, such as meet-and-greet sessions with players, behind-the-scenes access to training sessions and matches, and opportunities to win signed merchandise. These initiatives aim to create a deeper connection between fans and the football team, fostering a sense of belonging and shared enthusiasm.
The collaboration between bKash and the Argentina National Football Team is not only about entertainment and fan engagement but also about driving financial inclusion. By aligning with a brand that has a significant presence in Bangladesh, the AFA aims to expand its reach and engage with millions of passionate football fans who are also bKash users. This partnership has the potential to introduce these fans to the benefits of digital financial services, promoting financial literacy and encouraging them to embrace a more inclusive and secure financial ecosystem.
The endorsement of bKash by the Argentina National Football Team also highlights the importance of sports as a platform for social change and storytelling. Football has the power to transcend borders, cultures, and languages, bringing people together with a shared passion. Through this collaboration, bKash aims to tell the inspiring story of Bangladesh and its remarkable growth to a global audience in an immersive and emotional way. The partnership serves as a testament to the resilience and determination of the Bangladeshi people, positioning the country as a rising force on the international stage.
In conclusion, the partnership between the Argentine Football Association and bKash represents a significant milestone in the realms of sports, finance, and social impact. By joining forces, they aim to promote financial inclusion, empower individuals, and bring football fans closer to their favorite superstars. This collaboration showcases the power of sports as a unifying force and demonstrates how strategic partnerships can drive positive change and create meaningful connections between brands and their audiences. As bKash continues to innovate and expand its services, it remains committed to its mission of transforming lives and fostering financial inclusion in Bangladesh and beyond.
bKash was launched in 2011 as a joint venture of BRAC Bank, US-based Money in Motion LLC, International Finance Corporation of the World Bank Group, Bill & Melinda Gates Foundation, Ant Group, and SoftBank Vision Fund. Regulated by the Bangladesh Bank, bKash operates as a payment service provider, offering a broad range of digital financial services in a secure, convenient, and easy manner via mobile phones. Its services cater to both the unbanked and banked population of Bangladesh, making it an integral part of millions of Bangladeshis’ lives.
bKash has gained global recognition for its innovative business model, ranked 23rd in Fortune Magazine’s Top 50 ‘Change the World’ list in 2017 for making sustainable changes based on social issues. It was also honored as ‘Best for Digital Solutions in Bangladesh’ in 2022 by Asiamoney. Furthermore, bKash has been consistently recognized as the country’s Best Brand for four consecutive years from 2019 to 2022 through consumer surveys conducted by Bangladesh Brand Forum and NielsenIQ.
bKash’s customer-centric approach and technological innovations have played a significant role in its success. By leveraging mobile phones, bKash has provided a secure and convenient way for both unbanked and banked individuals to access digital financial services. With its widespread adoption and user-friendly interface, bKash has become synonymous with financial inclusion in Bangladesh.