The Ligue 1 team, Paris Saint-Germain (PSG) have inked a new sponsorship agreement with a Chinese dairy brand, Mengniu Group. In this partnership, the brand has been labelled as the club’s new official regional partner in China.
Mengniu Group, China’s leading dairy producer, constantly supports the popularisation of national sports spirit, as well as providing consumers with healthy food.
Mengniu Group also became the official global sponsor of the 2018 and 2022 FIFA World Cups, and with it, signed two PSG players as brand ambassadors, Lionel Messi and Kylian Mbappé. This new announcement develops on Mengniu Group’s unwavering commitment to spreading the joy of sports and promoting a healthy lifestyle to consumers by leveraging the immense power of football and world-acclaimed football clubs such as Paris Saint-Germain.
Furthermore, Mengniu Group intends to capitalise on PSG’s expertise in developing football talent to support youth football development in China. The French champion is currently building cutting-edge training facilities where future world football stars will be trained. In June 2023, the centre will open in Greater Paris.
Executive President of Mengniu Group Li Pengcheng, said, “It is an honor to be the partner of Paris Saint-Germain in China. Paris Saint-Germain is one of the most successful football clubs in Europe, with a world-class professional youth training system. We will work with Paris Saint-Germain and our brand ambassadors in the team to cultivate more football star in the future and bring more health and happiness to global consumers.”
Mengniu hopes to collaborate with Paris Saint-Germain in the future to bring out public football activities. Both parties hope to continue their support of Chinese youth football, offer a new broadening platform and interaction possibilities for Chinese football, and help more Chinese youth enjoy the fun of football with the assistance of PSG’s global leading football notion and training resources.
Sébastien Wasels, Managing Director Asia-Pacific at Paris Saint-Germain, said, “We are delighted to welcome Mengniu Group to the Paris Saint-Germain family. It is a great honor that Mengniu has chosen Paris Saint-Germain, one of the most ambitious and dynamic Clubs in the world, as its first ever partnership with a Football Club. This partnership provides an excellent opportunity for the Club to further integrate itself in the daily lives of the Chinse fans and allow both Mengniu and the Club to contribute to the development of youth football in China.
“We look forward to welcoming young Chinese players to the Paris Saint-Germain facilities to receive dedicated coaching by our PSG Academy coaches. Over the recent years and since the opening of its Asia-Pacific office in 2018, the Club has boosted its presence in China and across Asia through partnership deals with many leading Asian brands, establishing a network of stores, PSG Academies, and Esports teams, as well as organizing Summer Tours in Singapore, China, and Japan. In addition, the Club has collaborated with world-famous Asian artistes like Jay Chou. We are looking forward to working with one of China’s leading consumer brands and to promoting the game with China’s younger generations.”