After recruiting big stars such as Zlatan Ibrahimovic and Thiago Silva during the last transfer window and avoiding Financial Fair-Play sanctions with addition of huge sponsor, Paris Saint Germain is focussing on their marketing strategy.
Tremendous signings, shirt sale increases as well as increases in attendances, PSG’s sponsors have and will continue to benefit from extensive exposure since the Qatari takeover. In rising the sponsorship fee, PSG is planning to change their sponsorship strategy. For Instance, Indesit, a sponsor which signed a two year-contract with the French football team 18 months ago, pay an annual fee of 600 000 € according to RMC Sport, which seems definitely worth it judging by how the logo is displayed extensively, both on the jersey and at Parc des Princes.
« In the future, when you’re one of the biggest teams in the world, there may only be one brand featured on the jersey which companies will have to pay a higher price, a premium, for.», Jean-Claude Blanc, Chief Executive Officer of PSG, speaking to RMC Sport. Around the Parc des Princes, PSG has established a new sponsorship policy as the number of partners decreases from fifty to fifteen, according to RMC SPORT. As their current contract with kit supplier Nike and jersey sponsor Fly Emirates will end up at the end of the season 2013-14, the negotiations have already begun. « Both brands look on with great interest as to what PSG will become in the future » revealed Jean-Claude Blanc. We can expect sponsorship fees to soar as other brands will bid for both kit supplier and other contracts. « The mix of the Paris brand, this unique city, and the sensation that there is something happening here, enables us to be on the short-list of brands when companies decide to enter into sport. »
In terms of sponsorship, PSG’s future looks bright. Yet everything depends on the success on the pitch. The more PSG win games and trophies, the more the French club will attract prestigious brands to make bids for their contracts. As long as the club is successful on the pitch, brands will be keen on being the highest bidder for PSG sponsorship contracts.