Roger Hampel
SNIPES, the global sneaker and streetwear retailer, has announced a groundbreaking partnership with Paris Saint-Germain (PSG), becoming the Official Culture & Community Partner of the renowned French football club. As part of this exciting deal, the SNIPES logo will be featured on the back of PSG's Men’s First Team jerseys during all Ligue 1 matches, signaling a bold new chapter in both entities’ ambitions.
A Three-Year Collaboration
The partnership is initially set for three years, marking one of the most significant steps for SNIPES in its commitment to expanding its presence in France. The retailer sees this collaboration as more than just a branding opportunity, positioning France as a crucial growth market. With Paris Saint-Germain’s unparalleled global fanbase, SNIPES aims to use the Club’s far-reaching influence to amplify its visibility on the world stage.
A Deeper Connection: Beyond Traditional Sponsorship
This partnership goes beyond traditional football sponsorship. As the "Official Culture & Community Partner," SNIPES plans to integrate its urban culture roots into PSG's community projects, supporting initiatives that blend sports, music, and lifestyle. It is a collaboration designed to foster deeper connections within Paris and extend globally, giving both brands an opportunity to shape the future of football culture.
Dennis Schröder, CEO of SNIPES, on the Partnership:
“This is the biggest deal in SNIPES' history, and I’m incredibly proud. For us, it’s not just about putting our logo on PSG jerseys or engaging in typical advertising. Paris Saint-Germain is more than a football club; it’s the most influential lifestyle brand in sports. Together, we want to make a real impact, both locally in Paris and globally. Coming from the football world myself, this project is personal for me and is the perfect fit for SNIPES.”
Shared Values: Strengthening Community
Nicola Ibbetson, Global Partnership Director at Paris Saint-Germain, emphasized the synergy between the two organizations:
“SNIPES and PSG share a deep commitment to community. Through this partnership, we aim to keep our Parisian community at the heart of our activities while expanding our reach beyond football. We’re a club for the new generation, and this collaboration with SNIPES aligns with our mission to give back through sport, music, and culture—both in Paris and around the world.”
Why This Matters
This partnership is more than just a logo on a jersey. It signifies a deeper alignment of values and vision between a global sports giant and a brand rooted in urban culture. PSG, already a global phenomenon in football, is also recognized as a lifestyle and cultural brand. SNIPES, a brand with similar aspirations in the urban and streetwear market, is perfectly positioned to leverage this partnership to connect with PSG's fanbase, especially among the younger generation.
As the partnership unfolds, fans and communities can expect exciting projects that will blend sport, street culture, and music, creating a unique experience for supporters worldwide.
Source/Credit: PSG
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