Exclusive discussions are underway between Paris Saint-Germain and the creators of the popular Netflix series Emily in Paris, with the potential for the football club to feature in a future episode. This revelation comes as PSG continues to broaden its brand partnerships beyond the sporting arena, aligning with its strategy to export Parisian culture globally.
PSG's Potential Netflix Cameo
Paris Saint-Germain, the current Champions League holders and Club World Cup finalists, are in active talks with the producers of Emily in Paris. The show, which follows an American marketing executive navigating life in France, has previously incorporated real-world elements, such as a cameo by French first lady Brigitte Macron and scenes filmed at Roland Garros, the French Open venue. PSG's chief revenue officer, Richard Heaselgrave, confirmed the negotiations, stating that the Netflix blockbuster is "obviously talking to us, yes."
Expanding Brand Collaborations
This potential collaboration marks another step in PSG's ongoing efforts to partner with major brands across various industries. The club has previously secured a kit deal with Jordan Brand, engaged in a short-term sponsorship with Balmain, and launched a collection with the notable streetwear label Nobis. These initiatives reflect a broader trend in football, where clubs are increasingly venturing into luxury fashion and lifestyle sectors to enhance their global appeal.
London Pop-Up Experience
In conjunction with these talks, PSG is set to launch a pop-up experience in London's Cavendish Square from 11 to 15 February, titled "Ici C'est Paris La Maison." Described by the club as an "experiential laboratory," the event aims to blend sport, creativity, culture, and the art of living. Heaselgrave emphasised that this initiative is part of PSG's strategy to expand its fan base internationally, particularly in key markets like the UK.
He explained, "PSG, essentially, is coming to London. We're expanding the club's fan base and all our efforts internationally. The UK is a key market, which is a bit strange to some, but for us we like to think that we've got a little bit more going on than just football and there's the brand of Paris." He added that the club attracts fans interested in Parisian fashion, music, and food, elements that are central to the pop-up's theme.
Football's Cultural Shift
This move underscores a significant shift in football, where clubs are leveraging their cultural capital to engage audiences beyond traditional sports fans. PSG's approach focuses on exporting Parisian culture, including its ultras fan culture and iconic locations like the Place de la Concorde, as a unique selling point. Heaselgrave noted, "We don't rely only on [football heritage], and that for us is proving very successful." The pop-up is planned to tour other global cities such as Shanghai, Los Angeles, and New York, furthering this cultural export strategy.
Heaselgrave highlighted the club's distinct position, stating, "If you play in England, probably you have a larger TV audience. We won the Champions League but we can't bank on that happening all the time. So our point of difference as a football club is actually that we're in Paris. There aren't seven clubs in the league and from Paris [unlike London]. So when we look at our fan base and how we're to grow it, we are exporting a city culture."
