July 13 – Double Champions League winners Paris St Germain are on the verge of renewing their Nike kit deal until 2037 for a €100 million a year.
The current Nike deal does not expire until 2032. Nike have supplied PSG’s kit since 1989. With the club having now won consecutive Champions League titles and looking good for future long runs in the competition, chairman Nasser al-Khelaïfi reportedly asked for a revision of the contract.
The new deal is a significant increase on the €60 million annual contract PSG had with Nike. It is a deal that L’Equipe reports is similar to Nike’s deal with FC Barcelona, which was extended in November 2024 until 2038 for a total of €1.7 billion.
PSG have taken an innovative approach to their marketing and branding and during the current World Cup returned to LA with their Ici C’est Paris: La Maison concept and opened a similar experience in New York.
Designed as immersive and cultural social, the La Maison concept promotes the Parisian ‘art of living’ through immersive experiences combining sport, music, fashion, art and gastronomy. And of course is packed with merchandise opportunities.
In January, PSG completed a WWE marketing crossover in London at the OVO Wembley Arena. PSG united a limited-edition range of merchandised products, and live entertainment into one coordinated push, allowinf 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.
PSG has developed its merchandising through sought-after lifestyle collections, including a hook-up with Michale Jordan’s Jumpman logo.
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