One of the main doubts that Leo Messi's departure left last August was how important the economic and attractive losses would be for the brands that the Argentine brought to the club.
This reason, beyond his exuberant football, is one of those that motivated the signing of Messi for Paris Saint-Germain, which since his signing has not stopped increasing profits and seeing how his brand is revalues
Paris Saint-Germain made official this Monday the agreement with Dior, a prestigious luxury clothing brand that will dress the Parisian club's players for the next two years. The really interesting thing about this association is that it is the first time that Christian Dior dresses a football team, and for this he has chosen PSG.
PSG collaboration with Dior / PSG
In an official statement, the French club has explained that the artistic director of the men's lines, Kim Jones, has been in charge of creating both the informal and formal looks, both exclusive and personalized for each player. Beyond the embroideries with the team's name and shield, the insole of the shoes is engraved, with a silver film, with the players' jersey number.
This collaboration, which exudes "luxury and excellence", serves to exemplify the notoriety that the PSG brand is acquiring in the world, especially in Europe, and there are not a few examples that we have found in recent weeks.
Paris Saint-Germain is involved in a period of revaluation, and Leo Messi has a good part of the blame. The collaboration between PSG and Michael Jordan's brand is already iconic, but if something speaks of the power that the club has acquired with Messi, it has been the negotiation for the television rights of Ligue 1.
Gerard Piqué, through his company Kosmos, has acquired rights that before Messi's arrival did not have a value remotely similar to what they have now, even less so in Spain. The Argentine's debut with his new team, in fact, recorded impressive audience numbers both on conventional television and on Twitch.
Official image of the PSG store / EFE
Beyond that, Messi has also starred in one of the most successful shirt-buying campaigns in history, with a whole crowd waiting to get the kit of his favorite club with the name of the best player in history. The Messi effect reinforces the image of Paris Saint-Germain, which is positioned as one of the giants, if not the largest, in European football, supported by careful and successful image treatment. Although, yes, being a State of Qatar club helps enough to get unlimited sponsors, as we already analyzed in Culemanía.
Perhaps the biggest exemplification of the current differences between PSG and Barca is the recent news about who will outfit their players. If now PSG announced this historic collaboration with Dior, a few weeks ago the Catalan club got into the controversy between China and H&M, a brand with which it would have broken off negotiations after positioning itself against the government of the Asian giant.
