| France

Paris Baguette signs sponsorship deal with Paris Saint-Germain football club

The bakery café chain said sports marketing presents an opportunity to strengthen brand awareness in international markets, where it has more than 500 stores across 10 countries

Paris Baguette CEO Hur Jin-soo Hur (left) and Paris Saint-Germain Chief Revenue Officer Marc Armstrong (right) at Parc des Princes | Photo credit: Paris Baguette


South Korea’s Paris Baguette has announced a new marketing partnership with French football club Paris Saint-Germain as it seeks to ‘strengthen its global brand awareness’. 

The sponsorship deal will see Paris Baguette’s logo and advertising video displayed at Paris Saint-Germain’s 48,500-capacity Parc des Princes stadium. Additionally, the agreement includes distribution of Paris Baguette’s bakery products on matchdays, co-branded merchandise and collaborative social media content. 

“We are pleased to enter into a partnership with the prestigious football club Paris Saint-Germain. We will be able to deliver greater enjoyment and value to our customers and football fans across the world through collaboration between the food culture and sports based on Paris, a magnificent city, as motif,” said Hur Jin-soo, CEO, Paris Baguette. 

Paris Baguette, which reached 500 outlets outside of South Korea last month, currently operates five stores in France, all in Paris.  

Speaking at the Choose France summit in Paris in July 2022, Jin-soo and Paris Baguette Chairman Hur Young-in said the business would explore opportunities to open further Paris Baguette stores and build a production facility in the country.  

Founded in 1988, Paris Baguette is a subsidiary of South Korean food conglomerate SPC Group. There are approximately 4,100 Paris Baguette stores across 11 markets globally, including the UK, the US, China and Malaysia

Paris Saint-Germain is one of the wealthiest and most recognisable football clubs in the world, with a reported turnover of €654m ($697m). South Korean footballer Lee Kang-in currently plays for the Paris-based club. 

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