19th January 2026
January 19 – Paris Saint-Germain completed their WWE marketing crossover in London at the OVO Wembley Arena at the weekend. PSG united a limited-edition range of merchandised products, and live entertainment into one coordinated push.
London was the perfect proving ground for the concept. PSG allowed WWE to temporarily take over their Oxford Street club store, turning it into a fully themed space that leaned into WWE’s storytelling while keeping PSG’s visual identity front and centre.
For several days, the store became a destination rather than just a shop, pulling in foot traffic from football fans, wrestling fans, and tourists who might not normally cross paths with the club.
The exclusive ‘Paris brings the SmackDown’ capsule drove the point home.
Utilising PSG branding with WWE imagery, the collection was treated more like a streetwear drop than a traditional football release. Tight distribution through PSG’s London and Paris stores and online channels kept demand and exclusivity high, positioning the club alongside fashion, entertainment, and pop culture brands.
Purchases unlocked prize draws tied directly to SmackDown, from tickets to meet-and-greets, turning merchandise into a gateway to another form of entertainment rather than an endpoint.
Taken together, the London activation shows how PSG are marketing themselves across borders and industries as they export a lifestyle brand, testing new audiences in global cities, and pushing their badge into every corner where sport, entertainment, and culture collide.
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