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Octagon expands into Argentina, Colombia

Lionel Messi of Argentina hands the ball to James Rodriguez of Colombia during the 2019 Copa America (Photo by Wagner Meier/Getty Images)

International sports and entertainment agency Octagon is expanding its presence in Latin America by confirming plans to work in Argentina and Colombia this year.

The expansion will be spearheaded by the Octagon Brasil division of the agency.

Five people have already begun work on the Aguila contract in Colombia, while in Argentina, three people will manage the Quilmes brand’s activations.

Aguila and Quilmes are the official beer partners of the national football teams in Colombia and Argentina, respectively, and the two countries will co-host the 2020 Copa América international football tournament from June 12 to July 12.

Octagon Brasil provided extensive support for brands during the 2019 Copa America, which took place in its home market.

The latest development comes after a new office was established in Mexico at the start of last year to manage sponsorship activations involving beer brands Corona and Bud Light with the top-tier Liga MX and Mexico national team football properties, respectively. The Mexican operation is supported by four members of staff.

“Our international expansion started last year, when we went to Mexico, to manage Corona’s sponsorships in football, all because of the work we did with Brahma’s soccer platform in Brazil,” said Arnaldo Garcia, project director, Latin American at Octagon Brasil, according to the Mkt Esportivo news website. “In addition, our delivery at the 2019 Copa América has encouraged us to conquer other markets, and we now have a major challenge ahead in Argentina and Colombia.”

Octagon made a series of executive leadership changes in December, headlined by the promotion of John Shea to global president of marketing and events.