- PSG and its powerful sponsorship machine that have allowed it to sign Messi
- Since the arrival of billionaire Nasser Al-Khelaïfi, he began not only building a powerful brand
- Behind every one of those transfers is a legion of monstrous backers
Undoubtedly, the arrival of the Argentine footballer, Lionel Messi, to Paris Saint-Germain Football Club (PSG) is giving and will give a lot to talk about, and not only in football terms.
And it is that, if something has left this signing -qualified as “historical” -, it is the power that the former FC Barcelona player has in terms of image, advertising and marketing; It has become clear that wherever Messi goes is a resounding success that will benefit the PSG brand.
Somehow, since a few years ago, when the Parisian club was acquired by the billionaire Nasser Al-Khelaïfi, it began not only the construction of a trophy-winning team, but the building of a powerful brand in its income and in its strategies.
Each of the recent signings that PSG has made – specifically speaking of the “bomb” signings – increase, yes, their power in football matters, but also that of their brand and, consequently, that of their income.
It could be said that it all started since Nasser Al-Khelaïfi’s club completed the purchase of Brazilian Neymar Jr. (a very high figure, the lowest in history). From that moment on, it was clear that the South American would become the advertising image of PSG.
Later, he signed the great promise of French football, Kylian Mbappé, the player who is betting on the future, the player who, in a very short time, will become the greatest star of world football. It is already doing so, even as it is the image of EA Sports in the FIFA saga.
Finally, let’s talk about his two most recent signings, the ones he made for this season that has already begun: the Spanish Sergio Ramos and, of course, Lionel Messi.
Ramos came out of another powerful club, Real Madrid, being his last legend; He was the image of the Spanish team and his departure left the team of the other great businessman Florentino Pérez very badly off.
And finally, Lionel Messi, the greatest football figure of the last 20 years, the most profitable player today and, likewise, the most important marketing movement in the history of PSG.
Behind each of those transfers, there is a legion of monstrous backers who have no qualms about dropping hefty amounts of money on the team.
Topping the list is Qatar Airways, the airline owned by Paris Saint-Germain chairman Nasser Al-Khelaïfi. Now, its brand, as such, is not immersed in the advertising of the team due to the rules of the financial “fair play” of the UEFA that prevent that the income of companies related to the owner of a club exceeds 30% of the sponsorships .
As a result, the Qatar Airways logo does not appear in the club’s advertising, but the All (Accor Live Limitless) logo, from the Accor hotel group, does.
On the other hand, Nasser Al-Khelaïfi is also president of BeIN Media Group, a television channel that intends to acquire the rights to Ligue 1 (French soccer league).
Likewise, Al-Khelaïfi is in charge of the Qatari and Asian tennis federations, and, as if this were not enough, he is a minister without a portfolio of Qatar.
With all these sponsorships, it is that PSG is, more than a powerful soccer team, a sponsorship machinery that has allowed it, without any qualms, to make highly expensive signings, with figures that exceed 200 million euros for a single player .
Until before the arrival of Lionel Messi, according to Transfermakt, PSG had a value of 801.45 million euros, about 26 million euros (approximately) per player, and is, on a par with Manchester City of England, the best valued team of the moment.
Now that the Argentine is part of a club that is already important in terms of marketing and advertising, he will help raise PSG’s brand even more and more if the main objective is achieved, which is to win the Champion’s League.
Now read: