Renault test drive first football sponsorship with 3-year PSG deal

By Paul Nicholson

July 13 – French champions Paris Saint-Germain have signed a three-season official partnership with French motor manufacturer Renault.

While no figure has been announced for the deal it will come as welcome relief for the club which is currently under UEFA scrutiny again over financial fair play rules.

The sponsorship by Renault is significant as not only is it a major brand but it is the first time the company has aligned itself with football.

Philippe Buros, commercial director, Renault France, said: “We are delighted to associate the Renault brand with that of Paris Saint-Germain, which contributes to the influence of Paris and France in the world. This major partnership offers us many opportunities, both in France and internationally, that will benefit our customers and our sales networks.”

Central to the deal is a digital focus which both parties promise will be creative, saying in a press release: “The club is looking forward to surprising its 60 million social media followers with even more engaging online content as a result of the partnership.”

Marc Armstrong, Director of Sponsorship at Paris Saint-Germain, said: “We are delighted that Renault has chosen Paris Saint-Germain to mark its entry into football and are proud to associate our club with one of the stalwarts of French industry.

“Renault will occupy an important position within our overall partnership programme. We are eager to begin working together, starting this season, and to see our players featuring in Renault’s famous ‘French Touch’ campaigns.”

While the new sponsorship will not count in the UEFA investigation into PSG’s revenue and spending for the 2018 financial year, it will go a long way to countering criticism of an over-reliance on Qatari sponsors (the nationality of the club owners) who are paying high to support the club.

Last month UEFA’s Club Financial Control Body (CFCB) Investigatory Chamber ruled that PSG satisfied FFP regulations between 2015 and 2017 but added the break-even requirement for the 2018 financial year would remain “under close scrutiny.”

This period takes into account the €222 million signing of Neymar from Barcelona and the potential transfer fee of €200 million for rising French superstar Kylian Mbappe who has been on loan from Monaco pending a permanent move this summer.

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