The daily L’Équipe takes advantage of the release of an unusual fourth jersey for the 2020/21 season to decipher PSG’s marketing strategy. We learn in particular that the club seeks to go beyond the simple framework of sport by playing on the image of the city of Paris and would like to attract a new generation of consumers who are not always football fans.
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The fourth PSG jersey for the 2020/21 season is sold in stores this Friday. This tunic, resulting from the collaboration with Jordan, is also tinged with colors far removed from those of Paris Saint-Germain. However, this is not at all a problem for the marketing department of PSG, seeking to attract additional potential targets. “We fully assume this jersey. PSG is a showcase of what football represents in its global expression, that is to say lifestyle. Maybe we will disappoint some Parisian fans, but there are also all the others, internationally, who are part of our thinking ” details Fabien Allègre, director of diversification of the club, in the daily columns The team.
The salesman goes on to explain that this strategy is not new on the side of PSG, a pioneer in the field within the world of football. The idea is to diversify as much as possible and to attract the largest possible audience: ” If some clubs are starting to move out of their comfort zone because of the Covid-19 epidemic, we have had this strategy since 2011. PSG has not stopped leaving football as we heard. ».
PSG has indeed worked a lot on marketing since the arrival of Qatar Sports Investments in 2011, of course through the recruitment of top-level players and coaches, but also by working a lot on the PSG brand. He notably germinated the idea of making the club a worldwide sports franchise by also relying on the worldwide reputation of the French capital, Paris: “ The advantage is that Paris is a universal reference, we laid the foundations, the art of living, the meaning of freedom, and we were able to unfold this story in the space of 10 years. »Emphasizes Allègre.
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