Paris Saint-Germain no longer wants to be just a football club. With €837 million in revenue last season according to Deloitte, and a stated objective of reaching €1 billion within five years, the Parisian club is clearly entering a new dimension.
PSG has become a global brand. Inevitably, everything has changed in recent years in terms of competition. Ranked as the fourth most financially powerful club behind Bayern Munich, FC Barcelona and Real Madrid, but ahead of Liverpool FC, Manchester City FC, Arsenal FC and Manchester United, Paris now openly embraces a global ambition: to become a worldwide brand.
A Strategy to Become a Global Lifestyle Brand
To achieve this, the club is multiplying international collaborations, from Jordan to artists in music, fashion and art. A strategy openly supported by CEO Victoriano Melero, who explains that the goal is to transform sporting exposure into lasting loyalty: “They see us play on television, in the Champions League, and we want to turn a brand they love into a brand for life. By getting children to play football with Paris Saint-Germain, they will become our supporters forever.”
The objective in England is clear: to become the favorite foreign club among young fans, notably through the 1,500 children enrolled in PSG academies across the United Kingdom. The pitch is no longer enough; culture has become a central lever. Melero dismisses the idea of breaking with historic supporters by pointing to the club’s DNA, recalling that it was founded in 1970 by designer Daniel Hechter and actor Jean-Paul Belmondo, with fashion and art embedded from the very beginning.
The challenge is also economic. With a smaller stadium than its competitors, which it does not own, and lower domestic TV rights than its European rivals, Paris must differentiate itself elsewhere. The comparison now goes far beyond football. “On the field, we compete with teams like Juventus and Manchester United, and in the brand market we compete, for example, with the Los Angeles Lakers,” Melero explains. Before going even further: “When you see a New York Yankees cap, everyone thinks it comes from New York, but in fact it comes from the team. On that point, we are certainly competing with them. I would even say that today, we are competing with a brand like Ferrari.” The message is clear: PSG no longer competes only with clubs — it now positions itself against the biggest sports and lifestyle brands on the planet.
