German retail brand Snipes has signed a multi-year partnership agreement with French Ligue 1 club Paris Saint-Germain FC, becoming in the process their Official Culture and Community Partner.

As per the deal, the Snipes logo will feature on the back of the PSG matchday shirts that will be worn during the league games.

Through the partnership, the retailer will also launch “SNIPES Serves”, a charity initiative for children and teenagers in the Paris area, eventually expanding into all territories associated with PSG and Snipes.

Also read: Paris Saint-Germain FC join hands with Pernod Ricard

Speaking on the partnership, CEO of Snipes, Dennis Schröder said: 

“This is the biggest partnership in Snipes’s history, and I am very proud of it. For us, it’s not just about displaying our logo on the back of the PSG kit, or featuring in traditional advertising. Paris Saint-Germain is the biggest lifestyle brand in the world of football, and together we want to make a real impact — both locally in Paris and on a global scale.”

Speaking about the partnership, Global Partnership Director of Paris Saint-Germain, Nicola Ibbetson, said: 

“SNIPES and Paris Saint-Germain are united by a shared commitment to the community. Through the partnership, we are placing our Parisian community at the center, while expanding our global reach beyond football. As the Club of the new generation, this collaboration is perfectly aligned with our mission to give back to community through sport, music and culture – both in our home city and globally. We believe SNIPES is the ideal partner to support us in achieving this vision.”

Snipes is a German retailer that is popular for its lifestyle sportswear and sneakers. Snipes has around 750 stores world-wide and with this momentous collaboration with Paris Saint-Germain, Snipes aims to increase its brand visibility even further targeting football enthusiasts and PSG supporters as potential customers.