StaffThe Parisians almost managed to reach the European summit last season as they made it to the UCL final, only to be stopped in their tracks by the juggernaut that was Bayern Munich. An outright contender for the Ligue 1 crown every year, PSG must dust themselves off again for yet another attempt at the Holy Grail of European football. We look at their sponsors for the season.
TOP SPONSORS
Nike – The American sportswear giant has been PSG’s technical partner since 1989. Last year, PSG signed their ‘biggest sponsorship’ deal in history as they extended their partnership with Nike in a thirteen-year agreement reportedly worth US$89 million per year. This deal means by 2032 Nike will have supplied PSG kits for at least 43 years.
Accor Live Limitless – PSG famously ended their partnership with Emirates as their principal sponsor last season as they announced a new deal with French hospitality company Accor’s lifestyle loyalty programme, Accor Live Limitless (ALL). The deal came at the back of PSG and Emirates unable to reach an agreement over the new revenue figure which ultimately saw the two parties part ways after a thirteen-year partnership.
PREMIUM PARTNERS
Qatar Tourism – Owned by Qatar Sports Investments (QSI), there is little surprise that PSG is also sponsored by the Qatar Tourism Authority (QTA). The sponsorship deal is aimed to promote Qatar’s positive image on a global scale and as a premium business and holiday travel destination. The sponsorship deal, however, has been subject to major scrutiny from UEFA over the past few years. PSG’s deal with QTA sees them receive a grand total of US$178 million annually. Many investigations have been carried out and continue to run in the background as this deal is implied to be one of many that the QSI Group employs to put more money into the club than allowed by UEFA’s Financial Fair Play (FFP) regulations.
Ooredoo – PSG signed a sponsorship deal with Doha-based international telecom company Ooredoo in September 2013. As per the deal, Ooredo gets branding rights on PSG’s kits, with its logo appearing right below the numbers on the back of the matchday shirts. Ooredoo also holds naming rights for the club’s training centre (Camp des Loges), which is thusly called Ooredoo Training Centre.
QNB – Doha-headquartered Qatar National Bank (QNB) is an official sponsor of the club since 2011. The sponsorship deal sees QNB serve as the official sleeve sponsor of PSG, with its logo appearing on the left sleeve of the club’s matchday kits. Owned partially by the Qatari sovereign wealth fund Qatar Investment Authority (QIA) that also owns Qatar Sports Investments (QSI), QNB also provides its services for the club’s financial transactions. QNB further strengthened ties with the club when it roped in their star player Neymar Jr as a brand ambassador in December 2018.
Visit Rwanda – PSG signed a three-year deal with Rwanda Development Board (RDB) in December 2019, in order to promote Rwanda as a premium tourist destination. The deal sees RDB’s “Visit Rwanda” logo appear on the left sleeve of PSG women’s matchday kits, as well as at the back of PSG men’s pre-match training kits. Rwandan tea and coffee are also served at the club’s home ground, Parc des Princes.
Renault – French car manufacturer Renault signed a three-year deal with PSG in July 2018, making it their official automobile partner. The deal aims at global advertising via promotional campaigns, with Renault holding branding rights across the club’s physical and digital assets.
Deliveroo – As part of its attempts to grow its profile in France, British online food delivery service Deliveroo signed a multi-year deal with PSG in September 2019, becoming their premium partner. Aside from granting Deliveroo branding rights across the club’s physical and digital assets, the deal also sees Deliveroo facilitating online food delivery service for fans inside Parc des Princes.
Qatar Airways – PSG further strengthened their ties with Qatar earlier this year when they roped in Qatar Airways as their official airline partner in a two-year premium partnership deal, after the exit of Dubai’s Emirates from PSG’s sponsorship portfolio. The sponsorship deal covers PSG’s men’s, women’s, and handball teams, and will reportedly bring US$5.5m – US$10m approx. in revenue.
Orange – Paris-headquartered French telecom company Orange has been a premium partner of PSG since 1999. The deal grants Orange branding rights across the club’s physical and digital assets.
beIN Sports – Chaired by PSG’s president Nasser Al-Khelaifi, Qatari global sports network beIN Sports also serves as a premium partner of the club. The deal grants beIN branding rights across the club’s physical and digital assets.
Nivea Men – Beiersdorf-owned German male skincare brand Nivea Men has been a premium partner of PSG since 2013. The deal grants Nivea Men branding rights across the club’s physical and digital assets. In 2018, PSG extended their partnership with Nivea Men to also cover Brazil, as they launched the #ReadyfortheGame campaign which was spearheaded by the then PSG’s Brazilian players Neymar, Thiago Silva, Danis Alves and Marquinhos.
EA Sports – Partners since 2011, EA Sports and PSG upgraded their partnership to the premium category in a five-year extension in 2019. The deal sees EA hold exclusive rights to feature PSG’s licensing, that includes real-life likeness of players, kits and stadium, in its annual FIFA release. EA also holds branding rights across the club’s physical and digital assets.
Supercell – Finnish mobile game developer Supercell became a premium partner of PSG in 2019. The deal grants Supercell branding rights across the club’s physical and digital assets, as well as image rights to club’s star players to feature in promotional content. PSG recently announced a one-year extension of their partnership with Supercell.
OFFICIAL PARTNERS
Coca-Cola – American soft drink giant Coca-Cola has been an official partner of PSG for over 20 years now. The two last renewed their partnership in a three-year extension in November 2018. The deal grants Coca-Cola branding rights across the club’s physical and digital assets, as well as image rights to club’s star players to feature in promotional content.
MSC Cruises – Geneva-headquartered world’s largest privately-owned cruise line MSC Cruises became an official partner of PSG in February 2019. The deal grants MSC branding rights across the club’s physical and digital assets, as well as exclusive meet-and-greet opportunities with players. The deal currently lasts until 2021.
McDonald’s – American fast-food chain McDonald’s is an official partner of PSG since November 2013. The partnership grants McDonald’s branding rights across the club’s physical and digital assets.
UNIBET – Maltese-headquartered sports betting platform UNIBET is an official partner of PSG since 2018. The partnership grants UNIBET branding rights across the club’s physical and digital assets. The current deal between UNIBET and PSG lasts until 2023.
Hisense – Chinese electronics brand Hisense was announced as an official partner of PSG in August earlier this year. The multi-year deal grants Hisense branding rights across the club’s physical and digital assets.
Hubside – French website creator Hubside was announced as an official partner of PSG in a three-year deal in November 2018. The deal, reportedly worth US$1.7 million per season, sees Hubside offer fans a chance to create a PSG-themed website within a few clicks.
Socios.com – PSG signed a five-year deal with cryptocurrency-based fan engagement platform Socios in September 2018. Via Socios, PSG offer their fans a chance to obtain Fan Tokens that allow them to participate in several club-oriented activities. These Fan Tokens are limited in number and can be bought, sold or won in an augmented reality in-game.
Gaussin – PSG signed an official partnership deal with French logistics and transport engineering company Gaussin in October 2019. Gaussin specialises in fully electric, driverless transport vehicles, which serve as the forefront of this deal. PSG aim to include Gaussin’s products as part of the infrastructure of their new training complex which is set to open by 2022.
Replay – PSG signed an official partnership deal with Fashion Box that saw its denim brand Replay become the club’s official denim partner. The four-year deal is reportedly worth between US$1.1m and US$1.67m per year and sees the two parties collaborate over club-themed collections and promotional ad campaigns.
HotForex – British forex and commodities broker HotForex also serves as an official partner to PSG. The deal grants the firm branding rights across the club’s physical and digital assets.
OFFICIAL SUPPLIERS
American Express – New York-headquartered financial services corporation American Express serves as an official supplier to PSG since 2015 – a deal that the two parties last renewed in November 2018. As per the deal, American Express operates a concierge service within the hospitality suites at Parc des Princes (called Concierge du Parc – American Express) through which fans can reserve tables at restaurants, order taxis or purchase last-minute tickets for shows and major events after a match. The deal also sees American Express provide exclusive PSG-themed fan experience events and activities for its clients.
Hugo Boss – Metzingen-headquartered German luxury fashion brand Hugo Boss serves as the official tailor to PSG since 2014. As per the deal, Hugo Boss provide bespoke casual and formalwear dresses for both players and staff.
Beats by Dr Dre – Apple-owned Beats Electronics serves an official supplier to PSG. The deal sees Beats work with PSG to create exclusive club-themed products, provide its range of audio electronics products to the players and hold rights to feature them in promotional adverts.
REGIONAL PARTNERS
Yabo Sports – Online sports betting firm Yabo Sports was recently announced as a regional partner of PSG. The deal is aimed at the Asian demographic, with Yabo receiving branding rights across the club’s digital and physical assets.
Bulk Homme – Japanese men’s skincare brand Bulk Homme serves as a regional sponsor to PSG for Asia since 2019. The two-year deal grants Bulk branding rights across the club’s digital and physical assets.
22Bet – Online betting firm 22Bet was announced as a regional sponsor of PSG for Africa in September earlier this year. The two-year deal grants 22Bet branding rights across the club’s digital and physical assets.
Written By
Anshuman Joshi
