French champions, Paris Saint-Germain have united with Lids to bolster the club’s UK presence with the opening of a new official PSG store on Oxford Street.

It means the club is the first non-British sports club to set up shop in the UK capital – which is the latest step in its strategy for developing a permanent retail network in the world’s biggest cities to reach Paris Saint-Germain fans around the world.

Paris Saint-Germain Chief Brand Officer Fabien Allègre said: “London is one of the world’s leading capitals of culture and a unique source of inspiration. Paris Saint-Germain is extremely proud to be the first foreign club to set up shop there, on one of the city’s most famous and dynamic shopping streets. It is a bold move that demonstrates the club’s remarkable ability to roll its brand out. Paris Saint-Germain is delighted to get closer to its British fans and to bring them Parisian lifestyle and an immersive Rouge & Bleu experience.”

This move comes after the opening of official club stores in Doha, New York, Los Angeles, Tokyo, Seoul, Miami and, most recently, Las Vegas. 

The club first established its presence in the UK in 2016 through its PSG Academy network. The academy footprint has grown and now encompasses 10 academies across the country, including London and Manchester. 

Lawrence Berger, Co-Founder and Partner at Ames Watson, owner of Lids, and Chairman of FanzzLids Holdings, added on the expansion: “We are thrilled to continue to grow the Lids partnership with Paris Saint-Germain.  

“The PSG brand is a worldwide icon so adding a state-of-the-art store to London is incredibly exciting. We have had incredible success with PSG stores in New York City, Miami and Las Vegas and look forward to additional exciting store announcements in the near future.”

Previous articleGerman brewery Bitburger has become an official national partner of UEFA EURO 2024.
Next articleYouTube makes NFL debut with minimal viewer complaints