Coca-Cola Reignites PSG Global Partnership

Coca-Cola has reignited its long-term global partnership with reigning UEFA Champions League winner Paris Saint-Germain (PSG) for another three years till 2029. 

The partnership first began in 1998, before a brief hiatus from the 2021/22 season, and returns with a bang from this season. 

Under the deal, the beverage behemoth will remain an official partner of PSG, with the collaboration centred on fan engagement across football, entertainment, culture, music and lifestyle. A new Coca-Cola experiential space at the French club’s home ground in Parc des Princes will host immersive activities and exclusive events, as a means to engage with team’s fans throughout the season. Coca-Cola owned Powerade will support activations focused on athletic performance, energy and hydration.

Richard Heaselgrave, Chief Revenue Officer, Paris Saint-Germain, said, “Paris Saint-Germain and Coca-Cola have long shared the same belief: the most powerful emotions are those we experience together. Today, we are proud to write a new chapter in our shared history, with the ambition of creating increasingly innovative, creative and engaging experiences that bring our millions of fans around the world closer together, well beyond football.”

Besides, the likes of Google and All Accor, PSG also has major global deals with Qatar Airways,  Chinese electric vehicle giant BYD and Dubai based real estate developer Beyond Developments.  It also has a gamut of Asian specific deals in the US$1m+ range, including Fanatics Japan, 1XBET, Culture Capital and Hisense.

According to ASN data, football (30.3%, US$2.9 billion +) is the largest backed sport in the Asian sponsorship market since Q423, with a quarterly average investment of US$251.5m+ during this period. However, spends have been on a downward trajectory since Q125, dipping between US$89.7m and US$216.4m+, and Q326’s forecast is similar with an expected investment of US$140.7m+.