June 19 – Just as PSG boss Nasser Al-Khelaifi was announcing a crackdown on the cult of the playboy personality at his club, it was announced that men’s skincare brand, Bulk Homme, had signed a sponsorship deal driven by the club’s now biggest star Kylian Mbappé.
The club deal will see Bulk Homme develop branded product but it is very much a bolt on to the star power of the 20-year-old French forward and Ligue1 MVP last season.
Mbappé will become global ambassador for Bulk Homme and will feature in advertising campaigns with a particular focus in Asia. The company said he will also be “a key adviser, working with the business to expand globally and also to re-brand as an eco-friendly brand. He will work with the company on its ‘Global Project’ to grow the brand beyond its core Asia marketplace to become a brand loved worldwide.”
The implication, and perhaps concern for PSG and its own marketing ambition globally, is that there is more brand opportunity for Bulk Homme in Mbappé than there is in the club itself.
“For our Japanese cosmetics company to become one of Kylian Mbappé’s primary sponsors alongside other brands that include sports, luxury timepieces and organic foods in his native France, is a significant opportunity,” said Bulk Homme managing director and CEO Takuya Noguchi.
“Since our launch in 2013, Bulk Homme’s vision has been to become the Global No.1 men’s skincare brand. I am confident that welcoming such an excellent partner as Kylian Mbappé will propel us forward in our global business. We intend to expand the men’s beauty market while increasing our outlets throughout the world.”
Attached to the deal is the obligatory charity project. According to the press release: “Mbappé has been widely praised for his proactive attitude in trying to change the world as he donates funds to charities that teach sports to children.” Bulk Homme said it will support this initiative as well. No figures were announced for the deal.
And, when all this brand work is done Mbappé will probably play some football and look and smell fantastic when he emerges from the changing room, to head home for an early night and a cup of cocoa as the new PSG regime will require.
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