Paris Saint-Germaine (PSG) has partnered with global sneaker and streetwear retailer SNIPES in a three-year deal.
Announced by PSG as a premium partner, SNIPES’ logo will be displayed on the back of the men’s first team kits during all Ligue 1 games. The deal also makes the fashion brand the official culture and community partner of the club.
Additionally, the pair will collaborate by integrating the partnership into SNIPES’ charity programme, “SNIPES serves”. Through this initiative, children and adolescents from the Paris region, and gradually over other territories, will be able to benefit from various ‘unforgettable’ moments in sports, as well as in the field of cultural education.
Nicola Ibbetson, Global Partnership Director of PSG, commented: “SNIPES and Paris Saint-Germain are united by a shared commitment to the community. Through the partnership, we are placing our Parisian community at the centre, while expanding our global reach beyond football.
“As the club of the new generation, this collaboration is perfectly aligned with our mission to give back to community through sport, music and culture – both in our home city and globally. We believe SNIPES is the ideal partner to support us in achieving this vision.”
As for SNIPES, this collaboration looks to massively strengthen its commitment in France, one of the retailer’s most important growth markets. The brand also plans to maximise its global presence by leveraging the club’s reach.
Dennis Schröder, CEO of SNIPES, stated: “This is the biggest deal in SNIPES’ history – and I’m very proud of that. For us, it’s not just about putting our logo on the back of Paris Saint-Germain jerseys or doing standard advertising.
“Paris Saint-Germain is the biggest lifestyle brand in the world of football, and together, we want to make a real impact – both locally in Paris and globally. For me, coming from the football business, this is a project close to my heart and at the same time the perfect match for SNIPES”.
The French club is undoubtedly a commercial giant, which it has achieved through deals such as this one. This commercial success has recently attracted celebrities who are looking to buy shares in the club.
In August, NBA superstar Kevin Durant acquired a minority share in PSG via his investment company Boardroom Sports.
