Roger Hampel
Photo Credit: Paris Saint-Germain
Paris Saint-Germain has announced a four-year regional partnership with Water MTIS, a premium natural mineral water brand under The Coca-Cola Company’s portfolio in Georgia. The collaboration marks PSG’s latest move to strengthen its commercial reach in key international markets, aligning with the club’s strategy to expand its brand influence and fan engagement in Eastern Europe.
Strategic Expansion in Georgia’s Growing Football Market
Georgia has seen a rising interest in European football, with Paris Saint-Germain gaining a growing fanbase in the region. The partnership with MTIS, which operates under the "LIVE fully" philosophy, aligns with PSG’s commitment to health, wellness, and dynamic fan engagement.
As part of the agreement, Paris Saint-Germain and MTIS will introduce exclusive activations and immersive experiences to engage with Georgian supporters. These initiatives will allow fans to connect with the club through digital campaigns, branded content, and special events, reinforcing PSG’s presence in the market.
Executive Insights on the Partnership Paris Saint-Germain MTIS
Nicola Ibbetson, Global Partnership Director at Paris Saint-Germain, emphasized the alignment of both brands in terms of innovation and fan engagement:
“We are delighted to welcome Water MTIS as a Regional Partner. This partnership illustrates our shared commitment to innovation and excellence, offering unique opportunities to connect with our fans around the world and shape the future of digital participation in sport.”
Temur Tchkonia, Chairman and Owner of Coca-Cola Bottlers Georgia and McDonald's Georgia, highlighted how the collaboration strengthens MTIS’ brand positioning within sports marketing:
“We are thrilled to introduce this partnership between MTIS and Paris Saint-Germain. This collaboration not only strengthens our commitment to bringing premium beverages to consumers but also aligns with our vision of supporting sports, youth culture, and innovation on an international level.”
The Role of Sports Sponsorship in Brand Growth
This partnership follows a broader trend of global beverage brands leveraging football sponsorships to enhance visibility in new markets. By associating with PSG’s global brand, MTIS aims to increase awareness and consumer engagement beyond Georgia, tapping into the club’s wider European and international fanbase.
With activations planned across social media, retail, and fan events, the collaboration underscores Coca-Cola Bottlers Georgia’s commitment to connecting with consumers through sports and lifestyle partnerships.
Comments