Rahul NareshThis article contains information regarding the organisations enjoying a strong branding presence across Ligue 1 team Paris Saint-Germain’s (PSG) physical and digital assets for the 2022-23 season.
MAJOR PARTNERS
Nike
Nike, the American-based sports brand, entered into a sponsorship agreement with PSG over thirty years ago. The latest agreement came to an end in 2019, which the two parties further extended. Nike now serves PSG as a Major Partner until the end of 2032.
The new deal has tripled the sponsorship amount, which is reportedly in excess of €80 million.
Qatar Airways
Qatar Airways was signed by PSG as a Major Partner ahead of the 2022/23 season. Qatar Airways was previously signed as a Premium Partner in 2020. The previous deal was reportedly worth between €5m and €10m per year. The new agreement is set to be worth around €60m to €70m and covers PSG’s men’s, women’s and youth teams.
The partnership has the Qatar Airways logo featured on the front of all PSG matchday shirts.
GOAT
GOAT, a marketplace for clothing, trainers and accessories, signed on as a sleeve sponsor of PSG ahead of the 2022/23 season. The deal sees the logo of the company appear on the sleeve of all PSG matchday kits, performance kits, training and warm-up apparel.
PREMIUM PARTNERS
Visit Qatar
Visit Qatar, Qatar’s official tourism promotion platform, signed on as a Premium Partner of PSG ahead of the 2022/23 season.
Accor Live Limitless (ALL)
French hospitality company Accor’s lifestyle loyalty programme, Accor Live Limitless (ALL), signed on as a Premium Partner of PSG ahead of the 2022/23 season. It previously served as PSG’s front-of-matchday-shirt sponsor between 2019 and 2022.
QNB
Doha-headquartered Qatar National Bank has served as a PSG partner since 2011. QNB previously served as their sleeve sponsor as well, a role that has now been taken by GOAT.
QNB strengthened its ties with PSG in 2018 when it signed Neymar Jr. as a brand ambassador.
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, the Parc des Princes.
Ooredoo
Ooredoo, a telecom services company based in Doha, signed as a partner of PSG back in 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.
Gorillas
The Berlin-headquartered food delivery brand was announced as a Premier Partner of the club in November 2021 on a multi-year deal reportedly worth between €5m to €8m.
Autohero
The German second-hand car dealership was announced as a Premium Partner of the club in July 2021. Apart from branding rights, Autohero gets to use PSG’s players and colour schemes in its promotional content.
Orange
Orange, a Paris-headquartered telecommunications company, signed as a partner of PSG back in 1999. The two parties agreed to renew the agreement in 2015 for a three-year period. They further agreed to another renewal, making Orange a Premium Partner ahead of the 2022/23 season.
beIN SPORTS
Chaired by PSG’s president Nasser Al-Khelaifi, Qatari global sports network beIN Sports signed as a Premium Partner of PSG in February 2019. The deal was dubbed a multi-year agreement, and the precise term of the deal is unknown.
EA Sports
Partners since 2011, PSG upgraded American video game developer EA Sports’ sponsorship to the Premium category in a five-year extension in August 2019.
The partnership sees EA hold exclusive rights to feature PSG’s licensing, which includes real-life likeness of their players, kits and stadium, in its annual FIFA release. The two also create other co-branded digital content.
Aspetar
The Doha-based specialised orthopaedic and sports medicine hospital has been the official medical partner of the club since November 2014, offering its services and seal of medical approval to the PSG medical staff.
GeekVape
The Shenzhen, China-based vape brand was announced as a Regional Partner of the club in July 2021. PSG, at the time, became the first football club to be associated with a vape brand. As per the partnership, the two parties work on various co-branded initiatives, including TV campaigns and products.
OFFICIAL PARTNERS
Coca-Cola
American soft drink giant Coca-Cola has been an Official Partner of PSG for over 20 years. Apart from branding rights, the deal grants Coca-Cola image rights to club’s star players to feature in its promotional content. The deal also entails providing opportunities to PSG fans to become ground announcers, meet their idols from the club and also win collector bottles.
MSC
Geneva-headquartered privately-owned cruise line, MSC Cruises, became an official partner of PSG in February 2019.
The deal entails meet-and-greets, advertisements during games, collective IP rights, signed t-shirts and merchandise in an attempt to engage the PSG fans.
McDonald’s
The popular American fast-food chain has been an official partner of PSG since November 2013.
Hisense
Chinese electronics brand Hisense was announced as an official partner of PSG in August 2020. As per the deal, apart from branding rights, not only are Hisense’s products promoted at the club’s home ground, Hisense also supplies its equipment to the club’s facilities.
Socios.com
PSG signed a five-year deal with cryptocurrency-based fan engagement platform Socios.com, which is powered by Gzira, Malta-based blockchain fintech provider Chiliz, in September 2018 to launch their own Fan Token.
As an Official Partner of the club, Socios.com helps PSG offer their fans a chance to obtain Fan Tokens ($PSG) that allows 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 (‘Token Hunt’).
Gaussin
The French logistics and transport engineering company signed a deal with PSG in 2019, which has been dubbed a long-term deal. As part of the agreement, Gaussin provides PSG with all the equipment for infrastructure-related activities and their new training complex, which will be in use from the 2023/24 season.
Replay
In October 2019, 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 €1m and €1.5m per year and sees the two parties collaborate over club-themed collections and promotional ad campaigns.
Therabody
The Los Angeles, California-headquartered tech-based natural wellness solutions provider serves as an Official Partner of the club since February 2021. The partnership sees Therabody’s products made available at the club’s training facilities, with educational and investigation programmes also put in place by the Therabody University to help the players learn more about physical conditioning and innovative recovery solutions.
Dior
The Paris-headquartered French luxury fashion house replaced Hugo Boss as the official tailor of PSG in September 2021 in a two-year deal. The deal, which marks Dior’s first-ever collaboration with a sports club, sees the company design bespoke casual and formal wear outfits for the club’s players and staff.
Nivea Men
Beiersdorf-owned German male skincare brand Nivea Men first partnered with PSG in September 2013.
In April 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.
Currently, Nivea Men is listed on PSG’s website as an Official Partner, having previously also served as a Premium Partner.
Crypto.com
The Hong Kong-based financial services provider and cryptocurrency platform was announced as the Official Cryptocurrency Platform Partner of the club in September 2021. The deal sees the platform release PSG-themed non-fungible tokens (NFTs), with “a significant portion of the sponsorship fee” set to be paid in CRO, Crypto.com’s native cryptocurrency.
HotForex
British forex and commodities broker HotForex has served as the Official Online Trading Partner to PSG since 2020. The two renewed their partnership in August 2021 to cover the 2021/22 season, during which HotForex was listed on the official PSG website as one of their Regional Partners.
Ahead of the 2022/23 season, HotForex became an Official Partner of PSG.
1XBet
The online betting company signed a three-year deal with PSG in 2022 ahead of the 2022/23 season, becoming an Official Partner of the club. As part of the deal, the company holds rights to feature PSG branding in its marketing campaigns.
OFFICIAL SUPPLIERS
American Express
New York-headquartered financial services corporation American Express has served 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 the 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.
Pitta Mask
PSG signed a merchandising deal with Arax, a Japanese company, in May 2021, making its mask brand Pitta an Official Supplier of the club. The deal sees the two work on a co-branded campaign featuring PSG’s players and PSG-themed masks in order to encourage the use of the protective mask as an everyday fashion item amidst the ongoing COVID-19 pandemic.
Smart Good Things
The Le Cannet-headquartered French wellness drinks brand was announced as an Official Supplier of the club in September 2021 on a three-year deal.
As per the deal, the two parties develop co-branded products as part of the “Paris Saint-Germain by Smart Good Things” range, which are made available on the Smart Good Things website. PSG have also pledged to provide €250,000 and 25% of the sales generated from the co-branded products as part of a donation to the Paris Saint-Germain Endowment Fund for children in order to support its initiatives.
REGIONAL PARTNERS
SoKlin
The Sub-Saharan detergent distributor signed a deal with PSG to become a Regional Partner in June 2022. The deal is currently set to run until 2025 and cover countries including Nigeria, Ghana, Senegal, Ivory Coast and Mali.
Apart from branding rights, the partnership entails conducting joint campaigns and events centred around fan engagement.
AJE
The Lima, Peru-headquartered multinational beverage corporation signed a Regional Partnership deal with PSG in December 2021, which saw its energy drink VOLT and cola drink Big Cola become the club’s Official Energy Drink in Peru, Bolivia, Colombia, Ecuador, Panama, Nicaragua, Guatemala, Honduras, Costa Rica, El Salvador, Mexico and Egypt and their Official Soft Drink in India, Thailand, Indonesia, Vietnam, Cameroon, Bhutan and Venezuela, respectively.
The deal between the two parties is currently set to run until June 2024.
