Paris Baguette forays into global sports marketing with PSG partnership

Paris Baguette became the first Korean entity to sign an official partnership with PSG.

The Ligue 1 club, Paris Saint-Germain and the Korean bakery brand, Paris Baguette have announced a global partnership.

The bakery brand became the first Korean entity to sign an official partnership with the Paris-based football club. This newly unveiled partnership is also Paris Baguette’s inaugural foray into global sports marketing.

The arrangement between the bodies will allow the Korean brand to increase marketing activities in Korea as well as worldwide. The logo of the bakery and the advertising video will be displayed at the club’s home turf, Parc des Princes, during every home game of the team.  

The fans will also get the opportunity to check out the bakery products and desserts from the firm during the game day. 

Furthermore, Paris Baguette aims to create impactful content with prominent members of PSG, launch clothing and products based on collaborations, and host promotional events to give away tickets to official tours and matches of the team.

Marc Armstrong, Chief Revenue Officer, Paris Saint-Germain, stated, “We are very pleased to welcome Paris Baguette, our first ever partner from South Korea to the Paris Saint-Germain family. For more than 35 years, Paris Baguette has consistently innovated and developed their unique know-how around an unconditional love for the globally inspiring city of Paris and the legendary baguette. Together, we are now ready to help Paris Baguette export its pursuit of excellence internationally, and we are proud to be able to accompany them in their global growth plans.”

Jinsoo Hur, Chief Executive Officer, Paris Baguette HQ, said, “We are pleased to enter into a partnership with the prestigious football club Paris Saint-Germain. We will be able to deliver greater enjoyment and value to our customers and football fans across the world through collaboration between the food culture and sports based on Paris, a magnificent city, as a motif. Moving forward, Paris Baguette will continue striving to provide customers with newer and more diverse experiences. 

Before this development, the unit also signed the dotted lines with brands such as Yassir, Lids, and Hisense

Owned by the SPC Group, Paris Baguette is an international chain of bakeries and cafes with its headquarters located in Seoul, South Korea. After being founded in 1986 as a branch of Shani Co., Ltd., it debuted as the first “Paris Baguette” in Gwanghwamun, Seoul, and the first upscale bakery “Paris Croissant” in Itaewon the following year. The corporate name was then changed to match the brand name.

Les Parisiens have shown some formidable performances in the ongoing Ligue 1 edition. They got 21 points, which includes six wins, three draws, and a defeat in their account, and the unit will be facing off against Montpellier in its next clash on Saturday, November 4. 

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