Argentina's Selection Conquers Times Square in World Cup Final

Argentina's national team experienced a historic moment in New York during the 2026 World Cup final. Times Square, one of the world's most iconic locations, transformed into 'Argentimes Square' thanks to an initiative that captured global attention. The campaign, organized by PAX Assistance and the agency Founders, displayed messages of encouragement on the giant screens, turning the heart of Manhattan into a hub of Argentine passion.

What Happened in Times Square?

In just twelve hours, the team behind 'Argentimes Square' conceived and executed a campaign that resonated worldwide. The screens of Times Square displayed phrases like 'And that smoke? We are the Argentines on fire' and 'Today we don’t speak Spanish. We speak Argentine', referencing the smoke that covered the city days before the final. The initiative attracted thousands of fans, tourists, and locals, who gathered to sing and celebrate the Argentine spirit.

Why Was It Important for Argentina?

The action was not just a gesture of support but also a reminder of the global impact of Argentina's national team. Images of the crowd under the screens went viral, reinforcing the connection between Argentines and their team. 'When Argentina plays, any place in the world can feel like home,' said Checha Agost Carreño, co-founder of Founders. The campaign also highlighted the creativity and commitment of the organizers, who managed to turn a symbolic space into a tribute to Argentine passion.

What's Next for Argentina's Selection?

After the defeat against Spain (1-0) in the 2026 World Cup final, Argentina's national team looks to recover. With a recent record of 4 wins and 1 loss in their last five matches, the team prepares for new challenges. The campaign in Times Square made it clear that, beyond the results, the passion of the fans remains a fundamental pillar for the team.