Paris • New York
Paris Saint-Germain: one club, two kinds of fans
Paris Saint-Germain has one of the largest fanbases in world football, but for a club looking to grow internationally, two questions matter more than audience size. How do you turn millions of US followers into customers you can actually reach? And how do you find the handful of fans who'll spend $1,000 on a jacket?
Over three years, the work covered both ends. In the US, an always-on programme turned the club's biggest moments on social, from Champions League nights to major events, into first-party data capture on Instagram. Every spike in engagement became an opportunity to capture, qualify and grow a US fanbase the club could reach directly. That base then fed D2C sales across merch, US match ticketing and exclusive collaborations with the NFL and MLB. Partnerships like the one with The Weeknd widened the net further, bringing in fans who came for the music and stayed for the club.
In Paris, the brief was the opposite: depth instead of scale. For the Jordan "Wings" collaboration, a premium capsule launched with a Fashion Week pop-up before rolling out online, the goal was to identify the high-spending die-hards ready to buy at luxury price points. The same capture-and-qualify system went to work, driving the right fans to the pop-up and then to e-commerce.
Two opposite challenges, one approach: know who your fans are, then reach each one with the offer that fits.