Sponsorship Strategies: PSG’s Diverse Portfolio of Partners

Every sports season brings a wave of new sponsorships, especially in the football world. Football clubs and leagues are increasingly partnering with a variety of sponsors, such as clothing companies, airlines, tech industries, etc. These partnerships are not only lucrative but also essential for the financial stability and growth of the clubs.

One of the newest trends in sports sponsorships is the involvement of gambling sponsors. In Finland, for example, the football league has been renamed Veikkausliiga, as the national betting agency Veikkaus has become the main sponsor of the league. Additionally, more and more residents in Finland visit nettikasinot platforms like Energy Casino, Igni Casino, and Boomerang, which further boosts the growth of this niche in the country. In the UK, betting sponsors such as Betway, Stake, and Hollywoodbets have signed record-breaking partnerships with Premier League football clubs.

UEFA, the governing body of European football, is also actively seeking sponsors from the cryptocurrency exchange sector for the 2024-27 cycle of the Champions League. The influx of such collaborations will allow brands to enhance their visibility worldwide.

Accordingly, Paris Saint-Germain (PSG) is a prime example of a club that has built a diverse and robust portfolio of partners. This strategy has not only elevated the club’s global status but also ensured a steady stream of revenue. Let’s take a closer look at some of PSG’s key partnerships.

Partnership with Nike

Paris Saint-Germain (PSG) and Nike extended their partnership in 2019, marking the largest sponsorship deal in the club’s history, which will run until 2032. The 30-year collaboration underscores PSG’s status as a key global asset for Nike. The partnership supports not only the men’s and women’s football teams but also the handball section, emphasizing the club’s worldwide reach and success.

PSG has won numerous football trophies and many titles in handball and women’s football. The club’s brand has grown significantly, becoming a global sports franchise valued at nearly €1 billion. Nike’s creative designs, like the 2015/16 Dark Light third shirt and the 2016/17 yellow-away jersey, have been popular globally. This collaboration has resulted in record-breaking shirt sales, with more than half of the PSG x Nike range sold outside Europe.

Nike’s commitment to PSG reflects a shared vision for future growth and innovation, ensuring the club remains at the forefront of football fashion and performance. This partnership is a proof of the hard work and dedication of both brands, promising exciting developments and continued success in the years to come.

Partnership with Qatar Airways

Since 2020, Qatar Airways has been the Official Airline Partner of Paris Saint-Germain (PSG), and starting from the 2022/23 season, it became the Official Jersey Partner in a multi-year agreement. This partnership not only enhances Qatar Airways’ extensive sponsorship portfolio but also connects its brand with PSG’s global fan base.

The airline’s Privilege Club is now the Official Frequent Flyer Programme of PSG, offering unique rewards to members. Also, Qatar Airways Holidays provides official PSG fan travel packages, allowing football enthusiasts worldwide to visit Paris and watch top players like Kylian Mbappé, Ousmane Dembélé, Achraf Hakimi and Marquinhos. These packages include return flights, accommodation, and match tickets.

Thierry Antinori, Qatar Airways Chief Commercial Officer, emphasized the growing strength of their partnership and the visibility gained by featuring on PSG’s iconic jerseys. Marc Armstrong, Chief Partnerships Officer of PSG, highlighted the milestone of having Qatar Airways as their jersey partner, noting the airline’s significant involvement in sports and its ambition.

Partnership with ALL-Accor

Accor has extended its commitment with the club in a new capacity until 2026 at least. The ALL-Accor Live Limitless logo is now featured on the sleeve of PSG’s training jerseys.

The focus of this renewed partnership is to use PSG’s assets to engage ALL-Accor members globally, offering unique experiences. Originally launched in 2019 to promote ALL-Accor Live Limitless, this collaboration has provided members with unforgettable opportunities to meet top PSG players, enhancing brand awareness. This extended partnership with PSG will remain central to Accor’s strategy, continuing to attract and retain members worldwide through exclusive benefits and engagement.

Partnership with Yassir

Last year, Algerian “super app” Yassir signed a three-season global partnership deal with Paris Saint-Germain (PSG), aiming to enhance its international presence. Yassir, known for its on-demand and payment services across North Africa and beyond, saw this collaboration as a strategic move to expand its brand. With operations in Algeria, Canada, France, Morocco, Senegal, South Africa, and Tunisia, Yassir plans to leverage PSG’s global reach to further develop its market presence.

Until 2026, Yassir will enjoy significant visibility, featuring prominently on the LEDs at the iconic Parc des Princes stadium. Also, this partnership grants Yassir access to PSG’s massive social media following, which boasts over 200 million followers worldwide. This exposure is expected to attract a larger customer base through creative marketing campaigns.

The alliance with PSG underscores Yassir’s ambition to grow beyond its current markets and become a recognized global brand. By aligning with one of the most popular football clubs in the world, Yassir aims to reach new heights in the on-demand services and payments industry, benefiting from PSG’s strong brand and international fanbase. This partnership marks a significant milestone for Yassir, positioning it for continued success and expansion.

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