Paris Saint-Germain Branches Out Through Jordan Brand Partnership
Ligue 1 club Paris Saint-Germain has "stepped up its efforts over the past year to position itself as a lifestyle brand," according to Joshua Robinson of the WALL STREET JOURNAL. Earlier this season, PSG "parlayed its Nike sponsorship into a special line of gear" produced by Jordan Brand. Its Champions League jerseys, for instance, "feature the Jumpman logo instead of the Swoosh." The club "held a Paris fashion show to unveil it." Soon, the list of "A-listers wearing PSG gear included Justin Timberlake and LeBron James" (WALL STREET JOURNAL, 11/27). Meanwhile, PSG renewed its partnership with Coca-Cola for three years through ’21. Coca-Cola has been an official partner of the club for 20 years. The drink brand and club have collaborated to offer fans unique opportunities including collectible bottles featuring players. PSG also renewed its partnership with AmEx. The agreement offers fans a concierge service operated by the company at the Parc des Princes hospitality areas and benefits for AmEx customers. Additionally, PSG signed a three-year partnership with French digital platform Hubside. The company will benefit from marketing rights at Parc des Princes and will be able to use PSG’s logo on its website (PSG).