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PSG signs seven-figure sponsorship with Italian fashion brand Replay

Kylian Mbappe of PSG during 2019 Trophee des Champions between at Shenzhen Uniersiade Sports Center on August 3, 2019 (Photo by Lintao Zhang/Getty Images)

Leading French football club Paris Saint-Germain has signed a lucrative four-year sponsorship deal with Fashion Box, the parent company of Italian denim brand Replay.

Replay becomes the Ligue 1 side’s ‘Official Denim Partner’ in a contract that runs until the end of the 2022-23 season.

The deal is worth between €1m ($1.1m) and €1.5m per season, according to L’Équipe.

In addition to intellectual property, marketing and digital rights, PSG is to work with its new sponsor in developing exclusive premium capsule collections. These will be available to buy from 2020 via the official PSG network and through Replay’s retail and online channels.

The Ligue 1 club said that, in line with its unique sponsoring approach, the agreement between the two brands “will go far beyond traditional marketing rights to involve creative collaborations ranging from digital to retail experiences”.

The addition of Replay in a seven-figure contract follows on from the announcement yesterday (Tuesday) that automotive company Gaussin had become a club sponsor. The “long-term” deal includes the provision of self-driving electric vehicles for public transport and transport of goods. The tie-up also includes equipment for all of PSG’s infrastructure, including the new training centre that is due to open in 2022.

Matteo Sinigaglia, chief executive at Fashion Box, today described PSG as “the fastest growing brand in football”.

He added: “Given the fantastic collaboration already in place with football icon Neymar Jr., it felt like a logical next step to join forces with a team made up of football superstars and with a first team that includes 10 different nationalities.”

Marc Armstrong, PSG’s chief partnerships officer, remarked: “Our brands share a common ambition to connect with a young and fashion-conscious audience worldwide while embodying the values of Paris. In recent years, Paris Saint-Germain has become the epitome of sport and style and we look forward to working closely with Replay to develop creative products and content for our global fanbase.”