The Ligue 1 club, Paris Saint-Germain (PSG) have inked a partnership renewal with the French company that produces and sells wine and spirits, Pernod Ricard.
In this deal, the complete line of premium brands from the company will be featured in this global partnership, which is a first for Pernod Ricard. The four-year deal includes the brand as the official partner of the men’s and women’s football teams and the official provider of the handball team.
Notaby, Pernod Ricard has been the official wine and spirits provider for PSG’s hospitality program for more than a decade. Now, Pernod Ricard has been named PSG’s worldwide official partner and also the sole champagne and spirits provider, with a focus on visibility and communications rights in addition to customised experiences.
Together with each other, the two globally recognised forces will develop advanced, on-the-ground experiences that exemplify the common achievement that all PSG fans value.
The agreement comes after Kevin Durant, a two-time National Basketball Association (NBA) champion, acquired a minority stake in PSG via his investment firm, Boardroom Sports.
Philippe GUETTAT, EVP Global Brands at Pernod Ricard, said, “In recent weeks the whole world has observed how sport is about audacity, passion, and coming together; values that fully resonate with Pernod Ricard’s purpose of being Créateurs de Convivialité. Through this partnership with Paris Saint-Germain, we want to celebrate the beauty of togetherness and achievement, through the magic of sport. We will be cheering on PSG and their great ambitions for the upcoming seasons.”
Nicola IBBETSON, Director of Partnerships and Sponsorships at Paris Saint-Germain, said, “We are delighted to collaborate with Pernod Ricard, a prestigious partner that embodies the same passion for excellence, conviviality, and elegance as Paris Saint-Germain. This partnership is a perfect synergy, where each brand enhances the other, and together, we will elevate the PSG and Pernod Ricard experience to new heights on the international stage.”