By: EFE
Five months have passed since Leo Messi’s media landing in Paris. On the field, his statistics currently show 6 goals and 5 assists in 16 parties. Meanwhile, his figure is an unquestionable commercial magnet: he has attracted eight new sponsorships and contributed to renewing some emblematic ones.
The finances of Paris Saint-Germain (PSG) are already enjoying the fruits of Leo’s stay, who arrived in the French capital after spending a lifetime at Barcelona. At 22 years old, the seven-time Ballon d’Or winner remains a major commercial hook. The 60 million euros per course that the Argentine costs (salary of 40 million, incentives and taxes) are considered practically amortized.
“In 2021, our increase in income will be very significant, surely more than 10 % about 2020”, Marc Armstrong, director of PSG sponsorships since 2018, tells EFE. Since a fund from Qatar bought the entity in 2011, the average annual growth of the entity has slightly exceeded 14 %.
The British executive, former vice president of the international marketing area of the NBA, constates that, in addition to the pull of the Argentine legend,
“Messi demos He tried to be at the top of his game in the Copa América (won by Argentina in 2020). In the Champions League, he has also performed, but that is not the only thing that attracts. He has spent just over 1.400 million euros on transfers since he took over the Qatari leadership a decade ago.
Since Messi signed the 10 August 2021, Eight new commercial partners of PSG have entered from the most varied areas of activity.
On the part of fashion, DIOR; from the automotive industry, Autohero; from the world of cryptocurrencies, Crypto.com; that of the delivery men, Gorillas; of natural drinks, Smart Good Things; of soft drinks, the energetic Volt and Big Cola; and water, Sports Water.
“These are interesting sponsorships, which contribute several million euros to the coffers, but they are not main. These are Nike-Jordan and Accor (hotel chain)”, spoke to EFE Vincent Chaudel, specialist in sports marketing.
Nike will outfit PSG at least until 2032 (in exchange for 75 million per year), while the contract with Accor (65 million) is due shortly at 2023. Among the recent renovations, Coca-Cola stands out until 2024, more than its weight (estimated at one million per year) for his loyalty to PSG (for 22 years).
According to calculations of Chaudel, PSG won 15 millions of followers on social networks since Messi’s arrival, “an added value” for the negotiation of other commercial agreements.
The expert points, however, to the broadcasting rights of the French League (negotiated downward before the signing of the Argentine) and the financial premiums of the Champions League as veins for the club to continue growing economically.
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