Pernod Ricard has announced its official partnership with Paris Saint-Germain (PSG), marking the first global collaboration of this scale for the company. This four-year agreement, starting with the 2024/25 season, will involve the entire portfolio of Pernod Ricard’s premium brands and extend across PSG’s professional teams, including men’s and women’s football as an official partner, and handball as an official provider.
Pernod Ricard has been the official wine and spirits provider for PSG’s hospitality program for over a decade. Now, as a worldwide official partner, the company will become the exclusive champagne and spirits provider for the club, gaining dedicated visibility, communication rights, and the opportunity to create bespoke experiences for PSG’s fanbase. PSG, with over 218 million followers globally, is a prominent international club, ranked 3rd in Deloitte’s Money League.
This partnership brings together two iconic global brands, united by their commitment to celebrating victories, sportsmanship, and human connections. Together, they will craft sophisticated, on-the-ground experiences that reflect the elegance and shared successes cherished by PSG enthusiasts. By combining their values and strengths, these leading brands will amplify the essence of French savoir-faire and culture on a global scale.
Philippe Guettat, EVP Global Brands at Pernod Ricard, stated, “In recent weeks, the world has witnessed how sport embodies audacity, passion, and unity—values that align perfectly with Pernod Ricard’s purpose of being ‘Créateurs de Convivialité.’ Through this partnership with Paris Saint-Germain, we aim 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.”
Nicola Ibbetson, Director of Partnerships and Sponsorships at Paris Saint-Germain, added, “We are thrilled to collaborate with Pernod Ricard, a prestigious partner that shares Paris Saint-Germain’s passion for excellence, conviviality, and elegance. This partnership creates a perfect synergy, enhancing both brands and elevating the PSG and Pernod Ricard experience to new heights on the international stage.”
*Please note that this major global partnership excludes France in terms of visibility or activations and is limited to commercial aspects, subject to compliance with local regulations.
