ABSTRACT
Paris Saint-Germain (PSG) generated 474.2 million euros in revenues during the 2013–2014 season. The main strategic objective of the PSG is to become a global brand. This chapter illustrates the fundamental elements associated with the PSG marketing strategy and its operational versions. The ambitious project led by QSI PSG is to build an international brand in the sport: one of the most recognized and most admired sports brand around the world. Sports results of the club are a crucial element in the development of the PSG brand. The slogan Dream Bigger reflects the process of changing the PSG image. The brand equity of the club is strengthening the seasons and sporting achievements. The PSG represents the most exposed French club to the media. The international dimension of PSG recruitment proves interesting in a marketing perspective. Although the football skills of the players seem indispensable, their image and the effect of the fans on them are undeniable assets.
