Argentina sell training kit slot to Google’s AI platform Gemini



Current World Champions Argentina, who have seemingly perfected the art of monetising every aspect of the Lionel Messi national team programme, struck a high-profile sponsorship with Gemini, the artificial intelligence platform developed by Google.

The deal places the Gemini logo on national team training kits, joining a top sponsorship tier that already includes Adidas and American Express.

Argentina has also been building regional partnerships from Asia to South America, reflecting how federations are now treating the World Cup cycle as a commercial window. In announcing the Gemini deal, the AFA said the alliance “represents a significant milestone that brings sport closer to technology.”

No value or term was given for the deal.

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