Following the controversy, the Pernod Ricard group renounces its partnership with PSG

The association of the Marseille group with the Parisian football club was not going well. The partnership was finally cancelled.

Faced with the outcry caused by the announcement of a future partnership with Paris-Saint-Germain (PSG), the Pernod Ricard group is abandoning this collaboration, the multinational announced in a press release consulted by France Bleu Paris. This agreement, which was supposed to use the popularity of the Parisian football club in order to “promote whisky and champagne brands internationally”, has provoked a wave of criticism and even calls for a boycott among Olympique de Marseille fans.

“I made this decision for the Group and in consultation with those who make it successful, including our employees in France, our customers and our shareholders, first and foremost my family.”says Alexandre Ricard, Chairman and Chief Executive Officer (CEO) of Pernod Ricard. “For over 90 years, Ricard’s history has been intertwined with Marseille, which saw it born, grow up and inspire it. And this link is stronger than anything. It is therefore a decision that comes from the heart that I am making today.”

This four-year sponsorship agreement with Paris-Saint-Germain was announced by the two parties on Monday, September 2. This agreement was to make Pernod Ricard an official global partner, but also the sole supplier of champagne and spirits to the capital club.

In Marseille, this news quickly provoked the anger of many OM supporters, Paul Ricard, creator of the brand in 1932, being a Marseillais, but also because the headquarters 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 whiskies, Malibu or even Mumm champagnes.

According to Pernod Ricard, it was an agreement “internationally” where the PSG brand is strongly established. It is only in this international space, such as in the United States or South Korea, that actions had to be taken.