PSG President to discuss desports strategic partnership at Soccerex China
Al Khelaifi will be speaking alongside desports President, Lizhang Jiang as part of a special session which will highlight how the new collaboration will help utilise Paris Saint-Germain’s assets, including star players, to further grow the club’s burgeoning presence in China, where they are currently the most popular French club with over 55 million followers worldwide including a growing fanbase of 1.3 million followers across China’s biggest social media platforms.
Speaking about the partnership Al Khelaifi commented: “We have strong, bold ambitions in China, a great country and a crucial market for the club. Partnering with desports is a major step we are taking to reach more fans and secure more sponsors and revenue streams in this country, which is becoming more and more passionate about football.”
Al Khelaifi is former professional tennis player who developed a distinguished business career serving as Chief Executive Officer of beIN Media Group and Chairman of Qatar Sports Investment (QSI). He became President of Paris Saint-Germain, following QSI’s purchase of the Ligue 1 club in 2011 and since then has overseen a huge programme of investment on and off the pitch which established the Parisians as the leading club in France and as a major sports brand on a global scale.
Formed from the advertising company Jiang founded in 2004, desports grew to prominence over the next decade by connecting Chinese brands with international sporting events. This growth continued further when the company was acquired in 2015 by DDMC, with desports going on to support 361° being the official supporter of Rio 2016 Olympic Games . In 2017 desports became FIFA’s exclusive agent for new Asian market supporter for the FIFA World CupTM 2018 and earlier this year they secured Chinese electric powered scooter company, Yadea’s sponsorship of the tournament.
Joining DDMC as Vice President, Jiang not only has become the president of Granada and Chongqing Dangdai Lifan, but also built solid relationship and partnership with top-tier resources on behalf of desports and DDMC. Talking about the partnership, Jiang said: “We’re very delighted to unveil the partnership with Paris Saint-Germain. Benefited from the previous layout in the global football industry and rich experience of international sports marketing, we won the trust from Paris Saint-Germain executive team and Mr. Al Khelaifi. This is a recognition and a new start for desports to dive deep into the global sports market.”
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