May 23 – Paris Saint-German have signed a three-year global sponsor partnership with Indonesian tyre brand Multistrada.
Multistrada brands Achilles and Corsa will lead the marketing as the club’s official Tyre partners. No figure was announced for the deal.
PT Multistrada Arah Sarana Tbk (Multistrada) is a young company and was only founded in 1988. It manufactures tyres for two-wheeled vehicles under the brand name Corsa and for four-wheeled vehicles under the brand name Achilles. It has rapidly grown its production to 30,000 car tyres and 16,000 motorbike tyres per day, and distributes in 93 countries.
Multistrada has to date used football to market locally in Indonesia with commitments to local clubs Persib Bandung, Bali United and Arema Cronus. The PSG deal is a change of gear for its football sponsorship activity and is aimed at delivering a higher international profile for the company.
Pieter Tanuri, President Director of Multistrada, said: “Just like Paris Saint-Germain, our ambition is to become the leader of our sector. In order to achieve this, we are teaming up with the very best. Beyond the increasing popularity of the Parisian club in Indonesia, this partnership should enable us to increase our visibility on an international scale and transmit the values of excellence, performance and social responsibility that drive us.”
For its part PSG is working hard to break open new revenue streams and move way from an over reliance on sponsor funding linked to its Qatari ownership. The club will always face the scrutiny of UEFA’s financial fair play rules in this regard, so the Indonesian deal marks another important step away from that danger.
PSG has built up a following in Indonesia and has a strong Jakarta fan club and 2.6 million Facebook followers.
Frédéric Longuépée, Deputy Managing Director in charge of commercial activity at PSG said: “We are already well-known in Indonesia, where we have a great many fans, but this is the first time that a local operator is relying upon us to help them in their international development. This new partnership will enable us to strengthen the ties with our Indonesian supporters. Together, we are ready to make our brands shine worldwide.”
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