PSG targets Chinese market with Desports partnership

French Ligue 1 football club Paris Saint-Germain has partnered with Asian sports marketing agency Desports in a move designed to further its global development.

Desports will have exclusive management of PSG’s sponsorship rights in China and Hong Kong as part of the deal. The agreement will last for three and a half years from January 2018, with PSG stating it represents a “major multi-million euro” deal.

Desports currently lists Fifa, football’s global governing body, among its clients. The agency also holds partnerships with other football clubs, national Olympic committees and sporting events.

PSG president Nasser Al-Khelaïfi said: “We started the Paris Saint-Germain project over six years ago. This partnership is an additional proof that our plans are coming to fruition, especially within a very dynamic, exciting Chinese market.

“We have strong, bold ambitions in China, a great country and a crucial market for the club. Partnering with Desports is a major step we are taking to reach more fans and secure more sponsors and revenue streams in this country, which is becoming more and more passionate about football. Our first experience of the region was when we toured China and Hong Kong during the summer of 2014 and we look forward to further increasing our presence in Asia in the coming months.”

Earlier this season, PSG celebrated Chinese New Year by sharing messages from players with its Chinese fan base, while the team also wore shirts with lettering in Mandarin during a recent home match.

The club has a presence on Chinese social media platforms WeChat, Weibo and Maopai, and has more than 1.3 million online followers in the country. PSG said further announcements on its Asian expansion plans would be released in the coming weeks.