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Towards a Globalization of the Brand Paris Saint-Germain

Authored by: Nicolas Chanavat , Michel Desbordes

Routledge Handbook of Football Marketing

Print publication date:  March  2017
Online publication date:  March  2017

Print ISBN: 9781138289321
eBook ISBN: 9781315267203
Adobe ISBN: 9781351972369

10.4324/9781315267203.ch10

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Abstract

Paris Saint-Germain (PSG) generated 474.2 million euros in revenues during the 2013–2014 season. Also the club is, for the second consecutive year, 5th among the 20 most powerful football clubs in the world (Deloitte, 2015) and feeds legitimate ambitions, both sporting and economic. One must recognize that, since the acquisition of the club by Qatar Sports Investments (QSI) in June 2011, PSG has entered a new era and has set in motion a strategy to compete with the biggest sports brands in the world. This is to make PSG a powerful professional sports entity, like the great American franchises such as the New York Yankees or the major European football clubs such as Real Madrid, or some Formula 1 teams such as Ferrari. Moreover, it would be the same for the club to become a brand of entertainment expected to exceed the strict framework of sport.

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