Paris Saint-Germain: a new brand to dream even bigger [case 6]

Boris Helleu (1) , Nicolas Scelles (2)

1 CesamS - Centre d'étude sport et actions motrices
2 MMU - Manchester Metropolitan University

Paris Saint-Germain (PSG) is a professional football club established in 1970. It was bought by the TV channel Canal + in 1991 to improve its TV supply. In 2006 the club came into the ownership of Colony Capital (an American investment fund specialising in real estate) who were interested in the renovation of the stadium. In 2011 PSG was sold again, and this time bought by Qatar Sports Investments (QSI, Qatar’s sovereign investment fund) as an important element of its soft/ sport power strategy. Provided with huge financial means, the club’s ambition is to become not only one of the best in Europe but also a global sports brand. For the season 2014-2015, 36,000 season tickets were sold (75 per cent of the stadium capacity). At the end of the season 2012-2013 (when PSG won its first title since 1994) the club announced that it had sold 400,000 shirts (an increase of 60 per cent compared to the previous season).

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Domaines: Gestion et management

Boris Helleu, Nicolas Scelles. Paris Saint-Germain: a new brand to dream even bigger [case 6]. Simon Chadwick; Dave Arthur; John Beech. International Cases in the Business of Sport, Routledge; Taylor & Francis Group, pp.45-49, 2017, 978-1-138-80245-2. ⟨10.4324/9781315754239⟩. ⟨hal-02095735⟩