July 1 – PSG have confirmed the extension of their kit deal with Nike in a new agreement that now covers their women’s team and will take them through to 2032.
PSG had initially said it was looking to triple the €25 million a year agreement with Nike and was talking to various alternative suppliers. The club has described the new Nike deal as the “biggest sponsorship” in club history.
No figure has been released for the value but the figure is more likely to be €50 million with bonuses and marketing partnerships that will take it closer to PSG’S €75 million target.
Getting this deal right has been a crucial piece of business for PSG who are under UEFA financial fair play scrutiny and have been accused multiple times, by LaLiga’s Javier Tebas in particular, of distorting the European club football market with its “state-supported” operations.
PSG president Nasser Al-Khelaifi, now an insider on the board of the European Club Association (ECA) and a UEFA executive committee member, has repeatedly dismissed Tebas’ claims.
Al-Khelaifi said: “This partnership represents a very important milestone for the club and reflects the dreams and aspirations we have for the future of football. This partnership demonstrates Nike’s commitment to stay with us every step of the way for many years to come.”
At the heart of the deal is the collaboration with Nike-owned Jordan Brand, whose logo was featured on the team’s third kit during their 2018/19 Champions League campaign. That partnership is expected to be expanded as PSG grow their fashion-focussed image.
The Jordan Brand has been a significant mover of merchandise in the US for PSG, with sales reported to be up 470%. Earlier in the year the club announced it had broken the 1 million mark for shirt sales.
“Nike and PSG have been partners since 1989 and we are delighted to extend one of the longest and strongest partnerships we have in sport,” says Bert Hoyt, VP/GM of Nike EMEA. “We look forward to serving the men and women’s teams, and collaborating with PSG on more creative projects that will highlight our shared vision to create a lasting legacy in Paris and beyond.”
Hoyt referenced the success of the Jordan kit which was clearly a big motivator for such a long term renewal.
“We look forward to continuing this fast-paced growth and break yet more new ground in the years to come, especially in football’s emerging markets,” said Al-Khelaifi.
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