Ligue 1 club Paris Saint-Germain intends to “make good use” of the heightened spotlight following its Champions League victory to help expand its brand, according to Kevin Baxter of the L.A. TIMES. Only five clubs in the world “sold more jerseys than PSG last year.” Touring the U.S. with the Champions League trophy during the monthlong FIFA Club World Cup this summer “figures to give those sales a boost while raising the team’s profile in one of the world’s fastest-growing soccer markets.” PSG returned to the field yesterday in its win against La Liga club Atlético Madrid before a “sun-baked” Rose Bowl crowd of 80,619 in a first-round game of the tournament. For years, PSG Chief Brand Officer Fabien Allègre has partnered with fashion, music and sportswear companies “in an effort to make PSG a lifestyle brand connected to a soccer club rather than the other way around.” The team’s “new emphasis on youth will help with that.” PSG CEO Victoriano Melero said that “being the best club team in the world ‘is like a launch pad. It’s just incredible the exposure you’ve got’” (L.A. TIMES, 6/15).
PSG uses Club World Cup, Champions League spotlight to increase brand exposure
