Paris Saint-Germain becomes an object of university study. Reputed to be one of the best universities in the world, Harvard Business School on Wednesday published a 30-page study on the surprising progression of PSG as a brand on a global scale. It is to Anita Elberse, professor of business administration, that we owe this study.
A specialist in research into the success factors in entertainment, media and sport, the researcher visited the club last season. She was able to carry out a series of interviews with President Nasser Al-Khelaïfi, club leaders, players and members of the management of first teams and youth teams.
“Become one of the three biggest sports brands on the planet”
The study reveals the significant economic growth of the club since its takeover by Qatar in 2011. “Revenue increased from 95 million euros in the 2010-2011 season to 637 million euros in the 2018 season- 2019. Commercial revenues, which include sponsorship, merchandising and partnerships have increased twelve-fold in the space of eight years, ”the report reads. A dazzling economic growth which can also be explained by the global dimension taken by the PSG brand, followed by millions of people in many countries.
“The official presence of PSG on social networks has also experienced remarkable progress. While the club had 500,000 followers on all of its platforms in 2011, it had nearly 81 million in 2020, ”reveals the study conducted by Anita Elberse.
Nasser Al-Khelaïfi logically expressed his satisfaction after the publication of the American study: “Paris Saint-Germain will pursue its project of becoming one of the three biggest sports brands on the planet from all points of view: revenue, brand power, societal impact and, above all, sporting success. “
