How PSG Is Expanding Its Brand in the United States?

Roger Hampel

Photo Credit: Paris Saint-Germain (PSG)

Paris Saint-Germain (PSG) has emerged as one of the most active European football clubs in the United States, leveraging a comprehensive commercial strategy that blends sport, fashion, and pop culture. While global on-field success remains the foundation, the club has turned the U.S. into a cornerstone market for fanbase growth, merchandising, and strategic brand positioning.

Cultural Positioning and U.S. Brand Identity

PSG’s push into the American market dates back to its U.S. summer tours between 2015–2017), but a key turning point came in 2018 with the launch of a landmark collaboration with Jordan Brand. PSG became the first football club to wear the Jumpman logo on UEFA Champions League kits—instantly connecting the brand to U.S. streetwear and sneaker culture.

According to SportBusiness Sponsorship, PSG saw a 470% increase in U.S. kit sales in the debut season of the Jordan collaboration. The club’s apparel has since become a fixture in pop culture, worn by celebrities like Travis Scott, J. Cole, and NBA stars including Stephen Curry.

Strategic Sponsorships and U.S. Investors

The club's appeal to American audiences has attracted several notable partnerships. In 2022, GOAT, a Los Angeles-based sneaker resale platform, signed on as a sleeve sponsor in a deal estimated at €50 million over three years (SportBusiness.com). PSG and GOAT co-develop lifestyle collections, merging street fashion with football branding.

In June 2025, PSG added further momentum by welcoming NBA star Kevin Durant as a minority shareholder. Durant is expected to support PSG’s multi-sport strategy and brand growth across the U.S. through content production and community engagement.

Photo Credit: Paris Saint-Germain (PSG)

U.S. Retail Expansion and PSG House

PSG has invested heavily in physical presence, opening flagship stores in Los Angeles, New York, Miami, and Las Vegas (FashionNetwork USA). The New York store, relocated to 5th Avenue in 2023, spans 480 square meters and stands as PSG’s largest retail outlet globally.

Photo Credit: Paris Saint-Germain (PSG)

In June 2025, the club launched the PSG House in Los Angeles—a multi-day fan zone and cultural space on Melrose Avenue during the FIFA Club World Cup. As beIN Sports reports, the venue offered custom merchandise, gaming areas, live screenings, and themed displays like the Champions League trophy showcase.

Photo Credit: Paris Saint-Germain (PSG)

On top of that, PSG continues to demonstrate impressive commercial strength through key performance indicators. During its Club World Cup match against Atlético, the club recorded a 744% spike in U.S. merchandise sales compared to the weekly average. Back in the 2018/19 season, PSG had already crossed the one-million mark in annual jersey sales, joining the ranks of Europe’s top-selling clubs. According to the most recent Deloitte Football Money League, PSG generated €806 million in revenue, ranking third globally. In addition to its high-profile partnerships with Jordan, GOAT, and Fanatics, the club’s U.S. strategy has also been supported by key players like Nike, Crypto.com, and Topps, further anchoring PSG’s presence in sport, tech, and lifestyle sectors.

Youth Academies and Local Fan Development

To foster long-term brand affinity, PSG has established seven youth academies across the U.S., including in Florida, California, New York, and Arizona (Le Monde). The PSG Academy USA now serves thousands of players, hosting its annual North America Cup with hundreds of youth participants.

The academies also function as brand anchors, engaging local communities and nurturing a new generation of fans.

Record-Breaking Merchandising Performance PSG United States

According to Sports Business Journal, PSG’s U.S. merchandise sales surged after the club’s UEFA Champions League title win in 2025. Within 12 hours of the final whistle, PSG sold more items through its U.S. online store (operated by Fanatics) than in the previous three months combined. The limited-edition “Champions League Winners” collection was launched just 45 seconds after the match ended (FCBusiness).

PSG’s online traffic and sales volume in the U.S. broke company records, with Fanatics reporting 6 of the 10 best-performing days in PSG’s e-commerce history occurring post-final.

Photo Credit: Paris Saint-Germain (PSG)

Club World Cup 2025 and Long-Term U.S. Strategy

PSG’s run to the final of the FIFA Club World Cup 2025, hosted in the U.S., created a peak moment of visibility. The final, played at MetLife Stadium near New York City, drew global attention. According to Sports Business Journal, local authorities expected a near-sellout crowd of over 75,000.

PSG has already confirmed plans for a U.S. pre-season tour in summer 2026, as well as a scholarship program for American youth players—PSG Academy USA Scholarships—announced during the Club World Cup.

From physical stores and youth academies to celebrity partnerships and e-commerce dominance, PSG’s efforts in the U.S. illustrate a robust commitment to long-term brand development in a high-potential market.

With the FIFA World Cup 2026 approaching, Paris Saint-Germain positions itself as a leader among global clubs tapping into the American soccer boom—on and off the pitch.