PSG interview: "We don't only want to be a football club, we want to be a lifestyle brand"

8 November 2019

Paris Saint-Germain
Photo: Getty Images

Paris Saint-Germain (PSG) are connected to the city of Paris in a way that hardly any other clubs can match.

PSG are moving into a different scene with their kit and brand. Some of the world's biggest stars from the music industry are connected to the PSG brand.

Svend Bertil Frandsen

Paris Saint-Germain have grown into a formidable force over the last five years and are building a virtual business empire at 24 Rue du Commandant Guilbaud, Paris.

In particular, the location in the French capital has become hugely important for the club in terms of branding across the world, says PSG's head of sponsorships, Marc Armstrong, to

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