While Lionel Messi’s departure left a void and raised concerns about sponsorships for Paris Saint-Germain (PSG), it appears that the club may have found a new player who can attract fresh partnerships.
Back in 2021, Messi’s signing brought a multitude of sponsorship opportunities to PSG. Fast forward to 2023, and Kang-in Lee seems poised to open doors to potential sponsors. Recently, South Korea’s Paris Baguette announced an exciting marketing partnership with the Ligue 1 side, aiming to bolster their global brand presence.
Under the PSG sponsorship agreement, Paris Baguette’s logo and promotional videos will be prominently displayed at the Parc des Princes stadium. Furthermore, the partnership involves the distribution of Paris Baguette’s bakery products on matchdays, the creation of co-branded merchandise, and collaborative social media content.
Paris Baguette’s CEO, But Jin-soo, expressed his satisfaction with the new alliance, stating, “We are delighted to establish a partnership with the esteemed football club Paris Saint-Germain. This collaboration will enable us to provide enhanced enjoyment and value to our customers and football enthusiasts worldwide by bridging the worlds of food culture and sports, inspired by the magnificent city of Paris.”
It’s worth noting that Paris Baguette, which recently expanded to 500 outlets outside of South Korea, currently operates five stores in France, all located in Paris. Founded in 1988, Paris Baguette operates as a subsidiary of the South Korean food conglomerate SPC Group.
Should Kang-in Lee continue his impressive performances, especially following his return from the 2023 Asian Games, there’s a strong possibility that more South Korean companies will show interest in collaborating with PSG.