Bigger Than Football: The Paris Saint-Germain Branding Masterclass...
Last week Paris Saint-Germain launched their collaboration with UK rapper Central Cee, further demonstrating their exceptional acumen in cultivating a brand that transcends football...
Paris Saint-Germain debuted their third kit with a one off match day jersey in collaboration with UK rapper Central Cee. The kit made its first appearance on Friday, the 27th, when PSG played Stade Rennais at the Parc des Princes. Central Cee, who has been taking the music scene by storm, has built a significant global fan base, including in Paris through collaborations with popular French rappers like Ninho, JRK 19, and Freeze Corleone. As the home team of the City of Light, this collaboration exemplifies how PSG has transitioned from being just a football club to becoming a lifestyle brand.
This partnership was a great way for PSG to connect with their younger fans, and tap into culture. The timing was perfect as the kit debuted while Paris Fashion Week was going on. We saw PSG players and Central Cee present the jersey to Afrobeats megastar Asake, with other celebrities like Cardi B and Jimmy Butler in attendance at PSG's match on Friday. This isn’t the clubs first collaboration with a music artist, the club has had previous collaborations with musicians like The Weeknd, The Rolling Stones, and Prince (via his estate) among others.
The collaboration was facilitated by Snipes, who recently signed a three-year partnership to become PSG’s official culture and community partner. Through this partnership, the retailer is launching ‘SNIPES Serves’ – a charity initiative for children and adolescents in the Paris area, with plans to expand into all of PSG’s global hotspots. The German streetwear giant’s branding featured on the third kit and will appear on the back of PSG kits going forward. This new collaboration aims to activate the club’s Parisian community and wider fanbase.
Paris Saint-Germain has built one of the biggest football brands in the world, largely due to these kinds of innovative off-field activities. Qatar Sports Investments (QSI) acquired the club in 2011, with new president Nasser Al-Khelaïfi having one ambition: to transform the club into a global sports brand akin to major American NBA and MLB franchises.
“In the coming years, we will work to make PSG a great team and a strong brand on the international scene, which will make the fans proud," Nasser Al Khelaïfi
Paris Saint-Germain now ranks as the Most Dynamic Sports Franchise in the world according to Forbes Magazine and PSG ranks 3rd in the Deloitte Football Money League 2024, generating €800.1M last season.
To achieve this Paris St Germain expanded from a football club to a lifestyle brand. They capitalised on the DNA of Paris, its roots, and its identity, coupled with strong creative, brand partnerships and activations. This approach allowed them to explore territories previously untouched by big football clubs, such as fashion, music, and art. Collaborations with major forces like Jordan have enhanced the brand’s image and international popularity, enabling them to open flagship stores in major global cities from New York to London.
“What makes us different and unique is this capacity to be a lifestyle brand with strong creative content,” Fabien Allegre, Director of Merchandising and Diversification for the PSG brand.
For the passionate fans, football is a sport, but for people within the industry, football is a business. It's crucial that clubs adopt a new business model and advance their brand as the landscape is changing. Navigating this evolution requires a high level of acumen. Unfortunately, not many clubs have someone in charge of diversifying their brand. Diversifying your brand means ensuring that your club’s brand identity helps disassociate fans' love for the brand from on-field performance. By doing so, clubs can maintain a loyal fan base regardless of their success on the pitch, securing financial stability and growth.
The success of President Nasser Al-Khelaïfi, who took PSG from being acquired for €70 million in 2011 to a valuation of more than €3 billion today, is so remarkable that Harvard Business School published a deep dive titled "Paris Saint-Germain: Building One of the World's Top Sports Brands." Football is at a fascinating intersection where we’re witnessing a growing convergence between football, fashion, and culture. This represents yet another step forward for PSG, which continues to solidify its position as a major and enduring force in world sport. Many clubs can learn valuable lessons from PSG's strategic approach and innovative brand development.