This article was originally published in the Brand Finance Football 50 2025 report
The 2024–2025 season marked a defining chapter in Paris Saint-Germain’s history - a historic quadruple crowned by UEFA Champions League glory. But for PSG, success is measured in more than trophies. Over the past decade, the club has built a brand that fuses sporting excellence with cultural influence, In a new interview with Brand Finance, Fabien Allègre, Chief Brand Officer at Paris Saint-Germain, discusses the milestones, strengths, and future vision that have propelled PSG into the world’s top five most valuable football brands for the first time.
Interview with Fabien Allègre
Chief Brand Officer,
Paris Saint-Germain
What would you consider as the defining moments or milestones in building and strengthening your brand?
The 2024–2025 season marks a symbolic turning point in the history of Paris Saint-Germain. The historic quadruple — crowned by our UEFA Champions League triumph — represents far more than sporting success. It is the culmination of over a decade of a global project rooted in coherence, long-term vision, and, above all, the sincerity of our commitment. Each trophy is the reflection of a collective dynamic where sport and culture mutually enrich one another.
But our strength also lies in what we have built beyond the pitch. Since Qatar Sports Investments acquired the club in 2011, we have gradually asserted a unique approach: that of a club that fully embraces its role in contemporary cultural life. Through collaborations with leading figures in design, music and urban creativity — from Jordan to Bape, Prince to 3.Paradis — we have built strong bridges between football and major cultural expressions.
We are not pretending to be a cultural actor — we deeply believe in it. Football is a living part of culture, just like art or fashion. It is this authenticity, this ability to tell a true story — one rooted in Paris and open to the world — that makes our brand so distinctive today.
This cultural and emotional resonance has translated into massive reach and engagement. During the Champions League Final period, PSG generated over 2.3 billion impressions — more than the NBA Finals, the F1 season opener, and even the Super Bowl winners — a testament to the global magnetism of our brand.
What are your brand’s biggest advantages in ensuring brand success?
Our most fundamental strength is our cultural authenticity, deeply rooted in the city of Paris. The capital is not just where we are based — it is our essence. It gives us a unique aura, where elegance, creativity, ambition and diversity constantly intersect. We are not just a football club located in Paris — we embody the Paris of today: creative, inspiring, global. We also proudly represent France, and very early on our President Nasser Al-Khelaifi insisted on placing the French flag on our shirts – which was both innovative and symbolic.
Our second strength lies in our ability to position ourselves as a platform for creation, meaning, and influence. We have transformed PSG into a fully-fledged brand house, with an artisanal approach in how we collaborate, shape our projects, and engage our community. Whether through capsule collections, immersive spaces like the PSG House in Los Angeles, or artistic partnerships, every activation is designed to reflect our cultural DNA — not just to make noise.
This ambition is also reflected in our retail success. The launch of the 2025–2026 Home Kit achieved an all-time club record, with a +141% increase in sales across both physical stores and store.psg.fr in the first 30 days compared to last season’s home kit. Online sales alone tripled year-over-year, confirming the growing global appetite for our brand.
Most importantly, we speak to a connected, demanding generation that expects meaning. This is not just an audience — it’s a passionate community: curious, creative, and one that sees PSG as much more than a football club. This sincere connection is our foundation. It has allowed us to break into the global top five most valuable football brands according to Brand Finance — surpassing historic institutions — not by imitation, but by fully embracing who we are: the club of the new generation.
What future plans and strategies do your company have in place to further strengthen its brand and continue the growth of its brand value?
Our ambition has never been to follow trends — but to set them. That’s why we will continue to grow with the same level of commitment: combining performance, impact, and culture.
The opening of the PSG Campus in 2023, and our future stadium project, are tangible proof of our desire to embody — not just claim — what we stand for: a modern, responsible and accessible club. In terms of brand, we aim to strengthen our ability to tell true stories — with substance, in new formats — exploring immersive digital spaces, as well as meaningful cultural and social engagements.
We believe our role goes beyond sport. Through PSG for Communities, led by our Foundation and Endowment Fund, we continue to work in the field, driving initiatives around inclusion, education, and health — in France and internationally.
When sport is genuinely committed, it becomes a powerful vector for social and cultural impact. What drives us is the conviction that Paris Saint-Germain must continue to inspire its generation — not just for show, but because we stand for something deeply real, something that connects the emotion of sport with the vibrant energy of culture at its most alive.
