March 15 – France’s leading club, Paris Saint-Germain has signed an exclusive sponsorhip and licensing rights representation deal in both China and Hong Kong with Desports, one of Asia’s leading sports marketing agencies.
The initial three and a half year partnership, that began January 2018, aims to connect international sports brands to the Chinese market.
“We started the Paris Saint-Germain project over six years ago. This partnership is an additional proof that our plans are coming to fruition, especially within a very dynamic, exciting Chinese market”, said Nasser Al-Khelaïfi, president of Paris Saint-Germain.
China is seen as a key market to crack for PSG who celebrated Chinese New Year with their Chinese supporter base by sharing messages from players, who also wore shirts with Mandarin lettering in a recent French league game at Parc des Princes.
PSG has a following on social media of more than 1.3 million in China on WeChat, Weibo and Maopai. New PSG fan clubs have opened this season in Shenzhen, Harbin, Guangzhou and Shanghai.
“We have strong, bold ambitions in China, a great country and a crucial market for the club. Partnering with Desports is a major step we are taking to reach more fans and secure more sponsors and revenue streams in this country, which is becoming more and more passionate about football. Our first experience of the region was when we toured China and Hong Kong during the summer of 2014 and we look forward to further increasing our presence in Asia in the coming months,” said Al-Khelaïfi.
“This is just a positive beginning of a long-term partnership between Desports and Paris Saint-Germain,” said Lizhang Jiang, founder and president of Desports. “We are looking forward to explore more collaborations from both sides in the near future, which I firmly believe will be even brighter.”
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