South Korea’s Paris Baguette Clinches Landmark PSG Deal 

Popular South Korean bakery Paris Baguette have secured a landmark global partnership deal with Ligue 1 behemoth Paris Saint-Germain (PSG).  

This is the first time Seoul-based SPC Group owned brand has plunge into a major global sport sponsorship deal with the Qatar Sports Investments (QSI) owned Ligue 1 football club. 

The collaboration allows the Korean bakery to increase brand awareness in South Korea as well as globally, a key facet for the 35-year-old brand which also has a presence in China, Vietnam, Singapore, France and USA.  

The logo and television commercial of Paris Baguette is poised to be prominently displayed at the Parc des Princes and PSG fans will also get the opportunity to sample the brand’s fresh bakes and desserts in their home turf on match days. 

Obviously, the deal also involves PSG’s stars featuring in Paris Baguette’s campaigns, launching co-branded merchandise and promotional events to give away tickets to official tours and matches of the team.  The deal could also be seen as Paris Baguette’s attempt to clean up its image after the bakery was boycotted domestically late last year after mishandling the death of a 23-year old employee at work.

Following the deal, Marc Armstrong, Chief Revenue Officer, Paris Saint-Germain, highlighted, “We are very pleased to welcome Paris Baguette, our first ever partner from South Korea to the Paris Saint-Germain family. For more than 35 years, Paris Baguette has consistently innovated and developed their unique know-how around an unconditional love for the globally inspiring city of Paris and the legendary baguette.”

“Together, we are now ready to help Paris Baguette export its pursuit of excellence internationally, and we are proud to be able to accompany them in their global growth plans.”

Jinsoo Hur, Chief Executive Officer, Paris Baguette HQ, added, “We are pleased to enter into a partnership with the prestigious football club Paris Saint-Germain. We will be able to deliver greater enjoyment and value to our customers and football fans across the world through collaboration between the food culture and sports based on Paris, a magnificent city, as a motif. Moving forward, Paris Baguette will continue striving to provide customers with newer and more diverse experiences.” 

According to ASN data, FMCG:Foodstuff brands have invested slightly over US$43.3m—9.7% of spends, 3^rd largest— in football sponsorship across Asia since Q121. Our forecast also predicts Q423 to hit almost US$6.6m, a figure almost 1.7x more than the quarterly investment of US$4m.