Paris Saint-Germain and korean bakery brand Paris Baguette have signed a global partnership for two seasons. They both join forces to promote an approach based on excellence and innovation in French culinary culture. This is the first journey of Paris Baguette into global sports marketing and they become the first Korean company to enter into an official partnership with Paris Saint-Germain.
Operating over 4000 stores globally, including 500 in North America, Europe, China, and Southeast Asia, Paris Baguette HQ plans to strengthen its global brand awareness and status by conducting sports marketing activities with Paris Saint-Germain, a professional football club with a one of the largest fanbases across the world and based in Paris, the home of the iconic baguette and a football powerhouse.
Marc Armstrong, Chief Revenue Officer, Paris Saint-Germain, said: “We are very pleased to welcome Paris Baguette, our first ever partner from South Korea to the Paris Saint-Germain family. For more than 35 years, Paris Baguette has consistently innovated and developed their unique know-how around an unconditional love for the globally inspiring city of Paris and the legendary baguette. Together, we are now ready to help Paris Baguette export its pursuit of excellence internationally, and we are proud to be able to accompany them in their global growth plans.”
“We are pleased to enter into a partnership with the prestigious football club Paris Saint-Germain. We will be able to deliver greater enjoyment and value to our customers and football fans across the world through collaboration between the food culture and sports based on Paris, a magnificent city, as a motif. Moving forward, Paris Baguette will continue striving to provide customers with newer and more diverse experiences,” said Paris Baguette HQ CEO, Jinsoo Hur.
Paris Baguette will capitalize on the partnership with Paris Saint-Germain by carrying out a range of marketing activities in Korea and internationally, starting this month. First, the Paris Baguette logo and advertising video will be featured at Parc des Princes, the home stadium of Paris Saint-Germain, during every home game of the men’s first team. The company will also provide local fans with an opportunity to experience its bakery products and desserts on matchdays. In addition, Paris Baguette will produce powerful content with key players of Paris Saint-Germain, release collaboration-based merchandise and products, and hold promotional events to give away tickets to attend official tours and matches of Paris Saint-Germain.