Paris Saint-Germain has named Parions Sport, the sportsbook property of Française des Jeux, as the team’s new principal betting partner for the Ligue 1 2022/2023 season.
Taking over from Kindred Group’s Unibet brand, the collaboration is reportedly worth €5 million per season and will span for the next three years, according to reports from l’Equipe.
As it stands Groupe FDJ has yet to confirm the partnership that would mark Parions Sport’s biggest-ever sponsorship commitment.
Of consequence, during 2020 Unibet triggered a sponsorship clause further extending its bookmaker agreement with PSG through to the end of the 2022/2023 season.
Unibet has utilised its PSG partnership to significantly expand its brand presence within France – a key European growth market for Kindred Group.
Meanwhile, Groupe FDJ has greatly bolstered the marketing budget of Parions Sports to refresh the bookmaker’s home market appeal against growing competition from intentional players.
In 2022 Parions Sports, also became the principal partner of Fédération Française de Rugby (FFR), helping French Rugby XV teams prepare for the 2023 RFU World Cup in France.
Undertaking its brand refresh, this March, Parions Sports debuted its new nationwide HD TV advertising campaign – Nous Sommes Les Parieurs (‘We are the Bettors’).
L’Autorité Nationale des Jeux (ANJ), France’s unified gambling regulator, continues a review of industry standards, in which it has pledged to overhaul existing advertising laws with a view to ‘lower the volume’ of betting marketing’s coverage. It is anticipated that new rules are to be enforced by the start of FIFA 2022 Qatar World Cup.
In September last year, PSG announced a multi-year partnership with Crypto.com, which became its official cryptocurrency platform partner in a deal which included the release of exclusive Non-Fungible Tokens on Crypto.com’s platform.
This was the first time ever that, in an agreement of such a scale, Crypto.com paid a significant portion of the sponsorship fee using the cryptocurrency token CRO.