Despite reports the FIFA Club World Cup isn’t hitting commercial targets, Paris Saint-Germain (PSG) is benefiting from participating.
The 2025 Ligue 1 and UEFA Champions League winners announced record shirt sales following the club’s opening match at the Club World Cup against Atletico Madrid in the US.
According to Fanatics, the new Nike home kit has exceeded all previous PSG kit launches, recording a 37% increase in sales compared to the 2021/22 season’s home kit launch, the club’s prior best. It also outpaced PSG’s all-time best-selling shirt, the 2020/21 Jordan third kit, by 10% in its first week.
“These record-breaking sales are a powerful reflection of Paris Saint-Germain’s global resonance and the deep connection we share with our fans,” said Richard Heaselgrave, Chief Revenue Officer at PSG.
“From Paris to Los Angeles, this momentum underscores the club’s position as a leading force in global sport and culture, driven by on-field success, the creativity of our merchandise strategy, and a bold brand vision.”
Translating on-pitch success into commercial power
The importance of on-pitch success cannot be understated when it comes to driving commercial revenue in football. Whether good performances lead to increased ticket sales, higher earnings from qualification to competitions like the Champions League, or prize money from winning trophies, what happens on the pitch often serves as the initial catalyst for a club’s financial momentum.
However, while success on the field is vital, the commercial game truly begins after the final whistle, and not every club has been able to turn silverware into sustained commercial growth.
In PSG’s case, Fanatics has played a pivotal role in bridging that gap. The sports merchandising giant operates the club’s official online store and has helped translate PSG’s on-field achievements into record-breaking sales off it.
Following the club’s European victory, Fanatics reported that PSG’s online store recorded six of the 10 highest sales days in its history.
This surge was powered by a rapid response of more than 80 different ‘Champions League Winners’ products launched within just 45 seconds of the final whistle, an example of how speed and strategy can convert fan emotion into revenue.
“The demand we’ve seen for PSG products since their Champions League victory has been unprecedented,” said Stephen Dowling, President, International at Fanatics.
“The club has effectively transformed its sporting success into a global commercial and cultural phenomenon, driven in part by the rapid launch of exclusive merchandise and the strength of its brand worldwide.”
Club World Cup brings global exposure
Momentum is key for PSG, and while the club would usually rely on transfer signings and the occasional friendly to keep new and existing fans engaged ahead of a new season, the FIFA Club World Cup offers an alternative.
FIFA’s expanded tournament has faced its fair share of criticism from players, clubs, governing bodies and supporters. Concerns over fixture congestion and player fatigue have been difficult to ignore, especially when coupled with underwhelming ticket sales at the competition’s opening matches.
However, PSG’s merchandise success is perhaps one of the biggest indicators that the tournament is finding some footing. Taking place in the US, a relatively untapped market compared to more traditional football hotspots, PSG has had the chance to play in front of new fans while also entering the competition as favourites and reigning European champions.
While some might argue the French club could tour the US during a pre-season friendly series, the Club World Cup’s expanded format attracts global attention, offering a wider platform than club-organised events.
This global exposure appears to be paying off. Fanatics confirmed that on the day of PSG’s opening game against Atletico Madrid, US revenue on the official online PSG store spiked 744% compared to the previous seven days of sales.
