The added value that Messi supposes for PSG

Eight sponsors have added the Parisian team since the Argentine star landed last summer in Paris

Leo Messi, in his presentation before the PSG fans

Leo Messi, in his presentation before the PSG fans

EFE

Messi’s commercial hook is infinite. Five months after his arrival at PSG, the club has closed up to eight sponsorship agreements and has been able to retain some iconic clients such as Nike or Coca Cola. The seven-time winner of the Ballon d’Or is still the main claim of the big brands: «The increase in income is going to be significant in 2022,» Marc Armstrong, PSG’s sponsorship director since 2018, assured EFE.

As a study by economist Vincent Chaudel points out, PSG have gained nearly 15 million followers on social media since signing Leo in August. The Argentine undoubtedly represents added value on and off the pitch for a club that generates more revenue from this type of business deals than through Ligue 1 broadcasting rights. In that sense, Al Khelaifi knows he has a magnet with Messi.

PSG sold around a million shirts in 2021, above the records they set four years ago with the arrivals of Neymar and Mbappé. Market sources consulted by EFE estimate that the signing of Messi has contributed throughout this time to the fact that the Parisian team has obtained between 30% and 40% more profit in merchandising than in other seasons. Figures that also justify the bet on the player from Rosario.

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