The founders of Paris Saint-Germain, Henry Patrell, Pierre Ethier and Guy Cresson, were not even born when the giants of European football Liverpool, Manchester United, Real Madrid, Barcelona, Benfica, Milan, Bayern grew in the world of football.Saints, unlike those listed, never drank champagne from the “Ol’ Big Ears” cup held by the champion of Europe. In its five-decade history, i.e. since 1970, when PSG was created by the unification of Paris, formed a year earlier, and Stade Saint-Germain, founded on the outskirts of the City of Light in 1904, which did not progress beyond the second tier of the French league competition and the quarter-finals of the national cup, PSG can ‘brag’ with only two European cups – the Cup Winners’ Cup (1996) and the less important Intertoto Cup (2001).That meager performance considering the astronomical investments, especially since the servants of the Qatari ruler Tamim bin Hamad Al Thani walked into the club premises in 2011, of course with his money, still did not prevent PSG from breaking into the very top of the most famous football brands in the world.##NAJAVA_MECA_6697268##In any sports store you walk into, whether physically or online, you’ll come across at least one product printed, engraved, painted or embroidered with a stylized Eiffel Tower with ‘Paris Saint-Germain’ written in a circle.Perhaps such an image of the global popularity of the Parisians seems exaggerated to some true football fans, because PSG’s decades-long results are far from those of its competitors. However, believe it or not, many people do not mind the “shortage” of European trophies in PSG’s trophy room to market items with the coat of arms of the Saints, which last year cost customers as much as 77,000,000 euros!That is why the club’s management decided to enter into an agreement with the Lids retail chain, which is almost 50% owned by Fanatics, the world’s largest online manufacturer and seller of licensed sports goods, collectibles, NFTs and trading cards, according to which until 2025 to open seven club stores, i.e. increase the number from nine to 16.Lids is the same company with whose assistance PSG opened a store in Los Angeles in May 2021, but also in May this year on Fifth Avenue in New York, which is visited by over 7,000 potential customers per week.”The goal is to expand the network of stores in our direct ownership around the world according to our own concept,” says Fabian Alegre, brand director of PSG, who has shaped the Parisian club’s brand for the last ten years.Parisian style LA vibes. The first North America PSG – Paris Saint-Germain Store is open now at Westfield Century City in LA, and the all new #PSGxJordan home jersey has landed. At @lids pic.twitter.com/I0Q73FZaLD— Meadowood Mall (@MeadowoodMall) June 4, 2021 He does not hide that the plan is to soon open a store in London and three more in France outside of Paris. The reason for this expansion is that 65% of the club’s online sales in France do not take place in the capital, while Great Britain already accumulates 9% of the 26,000,000 euros collected through fan e-commerce, and the USA as much as 20%.The goal is to double the revenue from sales in stores.Alegre also stated that this summer PSG sold more than 150,000 club products, i.e. 67,000 jerseys in its two stores in Paris alone: the flagship one on the Champs-Élysées, through which 23,000 people pass a week, and the store at the Parc des Princes.PSG is one of the few clubs that tries to organize the sale of jerseys and other goods by itself, of course, because the profit is many times higher than when going through intermediaries and large chains. Of course, that way is much more complicated.
