How PSG deploys its non-football strategy

Neon pink, purple, a painted effect, the Jordan Brand logo on the chest. We can already hear in the distance the taunts, the sarcastic comments of some football fans in front of the new fourth jersey of Paris Saint-Germain for the 2020-2021 season, which the club will present this Friday. And which has just been worn in preview by the NBA player of the Boston Celtics Jayson Tatum. ” We fully assume this jersey, says Fabien Allègre, the director of diversification of the Parisian club. PSG is a showcase of what football represents in its global expression, that is to say lifestyle. Maybe we will disappoint some Parisian fans but there are also all the others, internationally, who are part of our thinking. »

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