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PSG has struck a decade-long ecommerce, manufacturing and licensing deal with sports merchandising franchise Fanatics in what the club has described as the ‘most comprehensive and ambitious sports merchandising partnerships ever created’.

The partnership is an extension on the entities’ previous deal, which was an ecommerce only arrangement between the firms. As part of the agreement, Fanatics has secured  manufacturing rights and management of the club’s overarching apparel, headwear and hard goods licensing program, creating a wider range of products for fans and dedicated PSG stores.

“Above all, we were looking for uniting competence and excellence,” stated Fabien Allegre, the Paris Saint-Germain Brand diversification director.

“What is special about Paris Saint-Germain is its brand ambition in fields outside football. On the other side, Fanatics has an incredible know-how when it comes to fan experience and maximising the potential of sports brands. Our ambition which is high, is to join forces at times when consumption habits change rapidly and business evolves daily.”

Fanatics will exclusively operate PSG’s ecommerce business, while also becoming the master licensee for their full merchandise portfolio aside from Nike products and other co-branding initiatives. 

Additionally, the Ligue 1 champions will be integrated into Fanatics’ database of 45m active clients in all key PSG markets, which includes Europe, North America and Asia, with the short-term goal of expanding the club’s ecommerce business by at least three times over the next 36 months.

Gary Gertzog, Fanatics’ President of Business Affairs added: “Paris Saint-Germain is one of the most forward thinking and innovative football clubs in the world and is, without doubt, one of the hottest brands in global sport right now. 

“Partnering with like-minded organisations that enjoy thinking outside of the box to move the industry forward is what excites us. We are incredibly proud to team up with a club that is willing to push the boundaries of what is possible to continue enhancing the experience for sports fans globally.”

The sports merchandise firm adds PSG to its already impressive portfolio of clients which include the NFL, NBA, MLB, NHL, Ryder Cup, Tour De France and Formula One.

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