Sheikh Tamim bin Hamad al-Thani bought PSG in 2011, and since then Emir of Qatar reshaped the whole club. Not only Qatari investors splashed huge amounts of cash on expensive signings, but they also created a fashionable brand.

When the new owners arrived, they created a project with Nike. Since than PSG is the fastest growing club in the world and the most fashionable one.

When Qatar sports investment came to PSG they focused on improving the squad, but not just with top-class players. They made sure their new signings were highly marketable. They brought in Zlatan Ibrahimović, Edinson Cavani, Kylian Mbappe, and Neymar. Those are all players that are bringing not only football quality but also brand value.

All these players are popular across the globe, and sell millions of jerseys. Brands want to be associated with those players, so they want to sponsor PSG. But essentially the club was heavily dependent on investor’s oil money, so there was a need for a more stable means of income.

Building a brand

Apart from being an industry, football has become a thing of fashion. You see pop singers and hip hop artists wearing football jerseys in videos and in public. Global superstars such as Jay Z, Rihanna, Justin Timberlake, Beyonce, Kendal Jenner visited Parc des Princes when they were in Paris. And, there isn’t a more fashionable city than Paris.

We don’t have pretensions to go to people and ask them to wear our product. We’re delighted if they do. But we don’t have a model where we’re going to invest like that. It has to be organic“, PSG’s director of marketing states.

And that organic bond works so well because so many superstars from the world of showbiz wear PSG products. But, apart from that organic rise, there is also a planned commercial campaign.

Jordan and PSG, the story of success

French giant actively works with other stars from other sports, especially basketball. Steph Curry and Kevin Durant both endorsed the club, but the big thing was a collaboration with Michael Jordan.

His Jordan brand is the most successful Nike project ever. So, with collaboration with the Jordan brand and basketball stars, PSG wants to get attention in the US and to catch up with clubs like Manchester United, Barcelona, and Real Madrid which already have a huge fan base there.

After this collaboration was made public, PSG sold 80.000 kits in a day. Also, their jersey sales in America went up by 470%. But, this collaboration isn’t only targeted at the USA.

Air Jordan signed an exclusive deal with the French giant, meaning that the club from Paris will be the only football club that will wear their logo. And the market crazy about exclusive things is China. A huge market of 1.5 billion people.

So, when you look at PSG’s business next time, don’t think they are just blowing money on expensive players. They are also investing in order to create future value for the club.


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