Four hundred thousand cans
That is the number attached to the announcement. Four hundred thousand.
Paris Saint-Germain and Coca-Cola France have officially signed a worldwide partnership that runs through 2029. The club is calling it a “renewal of an iconic collaboration that brings together two of the most recognisable brands in the world”. PR language is what it is. The deal itself is very real.
A collector can in Paris colours goes on sale on 12 October. Limited edition, 400,000 units, available in more than 650 Carrefour stores across the Paris region.
Try it for $0.99.
A return, not a first
“Renewal” tells the story. The two brands have crossed paths before. Now they are back together.
PSG keeps stacking up global partnerships. It is a huge part of the club’s business model, one it has leaned on for years to back up its sporting ambitions. Every new deal widens the commercial footprint, in France and well beyond it.
The fee has not been disclosed. As usual.
The timing
The announcement lands in the middle of a packed week for Paris. The transfer window shuts in a few days. The trip to Lille comes on Friday. And the new Parc des Princes pitch has only just been delivered.
A can does not win matches. It does, however, get around. From 12 October, in 650 supermarket aisles across the Paris region, PSG colours will sit on a shelf beside everything else. That is part of how a club works itself into everyday life.
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