Paris Saint-Germain has significantly expanded its sponsorship programme in the last 2 years, leading to massive growth in revenue and partner activations.
The club has added 20 new sponsors in this period (including 15 in the last 20 months) and secured many enhanced renewals, including a 13-year extension of its partnership with Nike (June 2019), the biggest sponsorship deal in the history of the club.
Part of the Nike relationship, the innovative partnership with the Jordan brand, which is exclusive to PSG in global football, has continued to go from strength to strength in the last 20 months, achieving massive global sales and helping to cement the club’s status as the coolest brand in football.
The club also secured an industry-leading shirt sponsorship with ACCOR during this period (commencing for the 2019/20 season), a partnership that has seen extensive global activations throughout its first season as the brand has used PSG assets to launch its brand new loyalty lifestyle programme – ‘ALL – Accor Live Limitless’.
As the club’s partnerships have quickly become much more global, tie-ups have included innovative brands in categories new to football, including mobile gaming (Supercell), blockchain (Socios) and food delivery services (Deliveroo).
The attractiveness of the club as a sponsorship proposition has grown exponentially in the last 2 years, thanks to the signing of global superstars like Neymar Jr and Kylian Mbappe and incredible growth of the PSG brand.
With the successful on-pitch performance in 2019/20, reaching the Final of the Champions League, it is looking to continue this growth in the coming seasons.
