Paris Saint-Germain
Ici, c’est Paris!
First formed in 1970 through a merger between Paris FC and Stade Saint Germain, the club saw an increase in finances in 2011, when it was purchased by Qatar Sports Investments (QSi).
Paris’ premier football club’s team currently boasts some of the most talented players in the game, including Lionel Messi, Neymar, Kylian Mbappé and Sergio Ramos. Having just won Ligue 1, France’s top flight, for the 10th time and with 47 titles under its belt, PSG is considered France’s most successful football club.
According to Forbes, PSG’s brand value is the highest growing of any club, increasing by nearly 300% in the last 5 years.
Les Rouge-et-Bleu
The club’s success can, in part, be attributed to its acquisition by QSi. Founded in 2005 and based in Doha, Qatar, QSi is chaired by Nasser Al-Khelaifi.
As well as being President of PSG, Mr AlKhelaifi is also President of the Qatar Tennis Federation and Vice President of the Asian Tennis Federation for West Asia, having been a professional tennis player himself. The acquisition of PSG by QSi has seen significant investment and sponsorship opportunities for the club.
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Currently valued at $3.2 billion (Forbes, May 2022), Paris Saint-Germain Football Club (PSG) is the 7th highest valued football club in the world (with Manchester City above it at $4.25 billion and Chelsea below at $3.1 billion.
With its links to Qatar, in June 2022 PSG announced Qatar Airways would be its front of shirt sponsor. The airline has been a sponsor of the club since 2020, spending between $5.2 million and $10.4 million per year.
Taking over the sponsorship of the club’s front of shirt from Accor could see Qatar Airways investing a further $72 million (with Accor having previously spent between $62.7 million and $72 million for the sponsorship). The shirt sponsorship is inclusive of PSG’s mens, womens and youth teams. In addition to the front of the shirt, the partnership will see more innovative content offerings, aimed to engage fans worldwide. It’s likely the club will make use of PSG’s TikTok, which is now the most followed sports franchise on the platform, with 30 million followers. In just one year, the Club has tripled its TikTok community. American business Goat have also on-boarded as a PSG shirt sponsor, in a deal worth $50 million over the next three years. Goat, which succeeds Qatar National Bank’s sponsorship role, are an American based sneaker, apparel and accessory retailer. Goat Group has a global community of over 40 million members across 170 countries.
PSG also has sponsorship agreements with Nike, EA Sports, Orange and Gorillas. Experiencing Les Parisiens Despite no longer being one of PSG’s jersey sponsors, Accor’s
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Paris Saint-Germain
loyalty program, Accor Live Limitless (ALL), still remains in partnership with the club.
In an updated deal established in June 2022, ALL embarked on a four-year agreement designed to push the program using PSG’s assets to establish experiences for its members. The sponsorship agreement has enabled ALL to be established as a global brand.
Over the last three years, members have benefited from exclusive opportunities to meet PSG’s high-profile players.
A similar strategy is being built with Qatar Airways. As well as utilising PSG’s assets to promote its brand, Qatar Airways will, in collaboration with the football club, provide unique experiences to reward its Privilege Club members, the Official Frequent Flyer Programme of PSG.
Qatar Airways Holidays will be offering official Paris Saint-Germain fan travel packages, including return flights, accommodation and match tickets.
The Jewel in the Crown
As iconic as the club is its home, the Parc des Princes, found in the 16th arrondissement of Paris. Despite it originally being built in 1897, the Parc des Princes stadium as it’s known today was established in 1973. In 2013 the football ground underwent significant investment, renovating and modernising the stadium in order to achieve the best in visitor experience.
The stadium has capacity for nearly 48,000, with 35,000 of those seats used by season ticket holders. PSG’s ticket offering is considered to be one of the most diverse in European football, with 17 ticket types. In addition, PSG has developed its own resale platform, Ticketplace.
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PSG’s
brand value is the
highest growing
of any
club, increasing
by
nearly 300%
in the last
5
years
As well as being home to PSG Football Club, the Parc des Princes has played host to many other sporting and entertainment events.
The ground hosted several of the games during the 1998 Football World Cup, as well as matches during the 2007 Rugby World Cup and 2019 Women’s Football World Cup. The Rolling Stones, Prince, Muse and Coldplay have all performed in the stadium.
A stadium steeped in history and success, visitors can embark on the stadium tour, stepping on to the four stands (Borelli, Auteuil, Paris, and Bologne), seeing inside the locker room, and taking a look at the all-important wall of trophies.
Paris Saint-Germain
The Game for Good
In 2000, Paris Saint-Germain became the first football club in France to establish a corporate foundation, the Paris Saint-Germain Foundation.
The foundation aims to support disadvantaged and sick children, as well as young people and communities in difficulty. The foundation develops educational and sports programmes in France and other countries, using sport and its values as a lever for learning, self-development and solidarity.
By 2020, the foundation had supported more than 250,000 children.
Paris Saint-Germain
www.en.psg.fr
info@busenq.com www.busenq.com
