Roger Hampel
Photo Credit: PSG
In an exciting development for the world of sports and luxury, Paris Saint-Germain (PSG) has announced a landmark global partnership with Pernod Ricard, one of the world’s leading producers of premium spirits and champagnes. This four-year agreement, set to begin with the 2024/25 season, marks the first global partnership of its kind for Pernod Ricard and will extend across all of PSG's professional teams, including men’s and women’s football as an official partner, and handball as an official provider.
A Historic Collaboration
Pernod Ricard has been a valued part of PSG’s hospitality program for over a decade, serving as the official provider of wine and spirits. With PSG’s impressive global footprint—boasting more than 218 million followers worldwide and ranking third in Deloitte's Money League—this partnership elevates Pernod Ricard’s role to a worldwide official partner. The Group will now be the exclusive provider of champagne and spirits for PSG, gaining dedicated visibility, communication rights, and the opportunity to create bespoke experiences for fans and clients alike.
Celebrating Excellence and Conviviality
This collaboration brings together two iconic brands that are synonymous with excellence, elegance, and the celebration of human connections. Through this partnership, PSG and Pernod Ricard aim to create unforgettable experiences that reflect the sophistication and shared successes cherished by fans and enthusiasts across the globe. Both brands are rooted in French culture and savoir-faire, and together they will amplify these values on an international scale.
Nicola Ibbetson, Director of Partnerships and Sponsorships at Paris Saint-Germain, expressed her enthusiasm for the collaboration, stating: “We are delighted to collaborate with Pernod Ricard, a prestigious partner that embodies the same passion for excellence, conviviality, and elegance as Paris Saint-Germain. This partnership is a perfect synergy, where each brand enhances the other, and together, we will elevate the PSG and Pernod Ricard experience to new heights on the international stage.”
Philippe Guettat, EVP Global Brands at Pernod Ricard, echoed these sentiments: “In recent weeks, the whole world has observed how sport is about audacity, passion, and coming together; values that fully resonate with Pernod Ricard’s purpose of being Créateurs de Convivialité. Through this partnership with Paris Saint-Germain, we want to celebrate the beauty of togetherness and achievement, through the magic of sport. We will be cheering on PSG and their great ambitions for the upcoming seasons.”
Looking Forward: A Global Impact
This partnership is set to bring a new dimension to the PSG experience, not just in Paris, but around the world. By leveraging the strengths of both brands, PSG and Pernod Ricard will offer fans and clients unique, on-the-ground experiences that reflect the elegance and spirit of both entities. This collaboration is expected to enhance the global appeal of both PSG and Pernod Ricard, cementing their positions as leaders in their respective fields.
However, it is important to note that this major global partnership excludes France in terms of visibility or activations and only covers commercial aspects. All activities and visibility are subject to compliance with local regulations in various markets.
As PSG continues to pursue its ambitions on the global stage, this partnership with Pernod Ricard promises to add a layer of sophistication and celebration to the club’s journey. Fans can look forward to a series of exclusive events and experiences that embody the essence of French luxury and sportsmanship.
Source: PSG
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