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  • PSG Hero

Paris Saint Germain: Refining a global icon

Client: Paris St Germain
Brand: PSG

Qatar Sports Investment bought PSG and gave Dragon Rouge a two pronged challenge. Revamp the brand’s position in the eyes of Parisians, and engage a broader global audience with PSG, and by association, Qatar itself. When we began the project, PSG was focussed too narrowly on a small (and shrinking) hard-core support base.

To fulfil the requirement of raising Qatar’s profile globally, the club needed to first connect more effectively with its local audience and become a more caring and responsible Parisian resident. Under huge media and political scrutiny in France, and around the world, we worked with the local community around the Parc des Princes to get to the heart of what it meant to be a modern Parisian in the city of light. From this, we created the new positioning ‘Dream even bigger’ with the aim of giving this ambitious club a purpose.

As a result of our work to widen the club’s appeal, PSG now have 32,500 season ticket holders – more than they have had at any time in the club’s history. They are expanding the stadium to meet demand, and most tellingly, there are more family season ticket holders than ever before. The brand continues to climb sports power brand rankings and has a broader and more global engaged audience.

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