By Mark Baber
May 20 – In a deal estimated to be worth €25 million per season, newly crowned French champions Paris St Germain (PSG) have officially extended their shirt sponsorship deal with Dubai airline Emirates for another five years until the end of the 2018/19 season.
Emirates announced in February that a deal in principle had been concluded but that it was with both sides lawyers. The original deal with PSG saw the club receive $5.5 million per season from the airline. (http://www.insideworldfootball.com/world-football/europe/11951-emirates-renews-psg-shirt-sponsorship-in-5-year-dea?highlight=WyJwc2ciLCJzcG9uc29yc2hpcCJd).
The big increase in the new deal reflects PSG’s rapid assent to domestic success and the club’s similar rise in international profile – it lost in the Champions League quarter finals to Barcelona in a two-legged tie that caught the imagination of Europe.
Emirates has become one of the most prominent brands within football sponsorship worldwide. It’s football strategy includes partnerships with FIFA, the Asian Football Confederation and European clubs including AC Milan, Real Madrid, Paris Saint-Germain and Arsenal.
Thierry Antinori, Emirates executive VP passenger sales worldwide, said: “This is the perfect time for Emirates to re-sign with Paris Saint-Germain given the club’s new international players and on-going success in the French championship, as Ligue 1 Champions, as well as the European championship.
“Our sponsorship of PSG is a strong platform to further extend our brand presence in France, as well as the many other football focused nations that we fly to globally.”=
“PSG’s growing international presence fits perfectly with our own rapidly expanding worldwide network. This partnership represents a strong combination of two global brands that share the same passion for success and growth, offering an international reach well beyond football and aviation. In a short time Paris Saint Germain has positioned itself as the most popular French football club in the world and we are incredibly proud to be their partner.”
Nasser Al-Khelaïfi, the PSG president, said: “The agreement strengthens the relationship between PSG and Emirates and gives to each partner the opportunity to achieve worldwide brand recognition, simultaneously enhancing the image of each partner through increased global awareness.”
PSG has come under scrutiny in France for its partnership,with the Qatar Tourism Authority (QTA) which will pump up to €200 million a year into the French club until 2016. The deal is worth twice PSG’s revenues for the 2010-11 season but has been questioned in France as to whether it comes within the new financial fair play regualtions as it is considerably out of proportion to existing naming rights and sponsorship deals in the French and European market.
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