Paris Saint-Germain executive: "Building a strong lifestyle brand has helped us reach massive new audiences"
Alamy
French champions Paris Saint-Germain have taken another step into the lifestyle space with a "significant" partnership with online trainer marketplace GOAT, understood to be worth €50 million-plus over three years.
Marc Armstrong, chief partnerships officer at PSG, explains to Off The Pitch how building the club's brand internationally has helped them "become one of the biggest clubs in the world".
Why it matters: In the competitive football sponsorship market, clubs need to develop creative partnerships to attract new brands and industries into football.
The perspective: PSG have been on a drive to grow their brand internationally since Qatar Sports Investments took over the club. They are betting on the lifestyle market being a source of commercial revenue and other clubs will be closely watching.
27 April 2022 - 2:53 PM
In the past four years, Paris Saint-Germain have agreed 35 new sponsorship deals with brands. Only two have been focused solely on the French market.
Since Qatar Sports Investments took over the club in 2011, there has been a clear strategy to build the brand internationally. PSG's latest deal, announced earlier this month, is further evidence.
The club, who have secured their
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