Actus des entreprises  •  Membres

Paris Baguette Enters Into Official Global Partnership with Football Club Paris Saint-Germain

Paris Baguette, a multinational bakery chain, has entered into a partnership with the French soccer club Paris Saint-Germain in a bid to enhance its global brand visibility, as announced by the franchise on Thursday.

The agreement was sealed during a meeting in Paris between Hur Jin-soo, the president of SPC Group, the company that owns the brand, and Marc Armstrong, the Chief Revenue Officer (CRO) of the renowned French Ligue 1 club. They discussed plans to promote the Korean brand at Parc des Princes, the club's home stadium, and engage in various collaborative marketing activities.

Paris Baguette is banking on the popularity of Paris Saint-Germain, a club that boasts soccer luminaries like Lee Kang-in, Kylian Mbappe, and Ousmane Dembele, who captivate the attention of over 47,000 fans at Parc des Princes and millions of fans worldwide who follow them online. The bakery hopes to harness the global enthusiasm surrounding these athletes to boost its brand recognition.

Paris Baguette will capitalize on the partnership with Paris Saint-Germain by carrying out a range of marketing activities in Korea and internationally, starting this month. As part of the partnership, the club has agreed to showcase Paris Baguette's logo and commercials during their matches at the stadium. Additionally, the Korean bakery intends to host a tasting event at the stadium, where visitors can savor its distinctive pastries. The collaboration will also involve the creation of promotional content featuring the club's players, joint product development, and the launch of promotional events, including giveaways such as free soccer match tickets at the stadium.

Marc Armstrong, Chief Revenue Officer of Paris Saint-Germain, expressed his enthusiasm for the collaboration, noting the shared element of "Paris" in both brand names. He believes the partnership will undoubtedly support Paris Baguette's global expansion.

“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. Moving forward, Paris Baguette will continue striving to provide customers with newer and more diverse experiences.”_ Hur Jin-soo, president of SPC Group.

Paris Baguette, which has established more than 3,400 stores in South Korea, is actively expanding its presence overseas. The bakery's global franchise network currently comprises 500 stores across 10 countries in North America, Europe, and Asia.



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