PSG says it is “surprised” by Pernod Ricard, which refuses to become its official partner

By announcing that it would become the official partner of PSG on Monday, the multinational specializing in wines and spirits caused an uproar. The Pernod Ricard group remains a partner, this does not call into question the collaboration with the Marseille group, explains the source close to the club to France Bleu Paris.

Paris Saint-Germain (PSG) leaders say “surprised by the situation”, after the Pernod Ricard group gave up its “global partnership” with the Parisian football club, France Bleu Paris learned from a source close to the club on Thursday, September 5. By announcing that it would become the official partner of PSG on Monday, the multinational specializing in wines and spirits caused an outcry, particularly in Marseille, where it has a strong presence.

According to the same source close to the club, the two entities have been working together for ten years, but on Monday, September 2, the four-year sponsorship agreement with Paris Saint-Germain was to, among other things, make Pernod Ricard an official global partner, but also make the group the sole supplier of champagne and spirits to the capital club.

In Marseille, the officialization of this new form of partnership very quickly provoked the anger of many supporters of Olympique de Marseille. Firstly because Paul Ricard, creator of the brand in 1932, was from Marseille. But also because the French headquarters of the group is located in the city of Bouches-du-Rhône. On social networks, the hashtag #boycottPernodRicard has been shared hundreds of times in recent days.

Speaking to France Bleu Provence on Tuesday, the group stated: “regret the rush” and spoke of a “incomprehension” around this partnership. According to them, PSG has not signed “with Pernod Ricard, but with the group’s 240 brands”citing for example Chivas whisky, Malibu or even Mumm champagne.

As the Evin law prevents the Parisian club from promoting alcohol in France, this agreement was dedicated to international advertising, where the PSG brand is strongly established, Pernod Ricard had repeated to extinguish the emerging controversy. It is only in this international space, as in the United States or South Korea, that actions should be carried out.

For PSG, the Pernod Ricard group remains a partner, this does not call into question the collaboration with the Marseille group, explains the source close to the club to France Bleu Paris. The Parisian club will redefine this partnership in the coming days. It will still be necessary for the obligations to be honored (by the Pernod Ricard group), underlines this same source close to the matter, as there is a signing of a contract. Because Monday, during the official announcement, PSG had launched stakeholders to organize this new “global partnership”.

Paris Saint-Germain, however, says “serene” for new discussions to take place with Pernod-Ricard, in order to extend this collaboration which has lasted for ten years, the source close to the club told France Bleu Paris.