PSG continue Asia push with Bulk Homme deal

PSG continue Asia push with Bulk Homme deal
French soccer champions Paris Saint-Germain have announced a new regional partnership in Asia with Japanese men’s skincare brand Bulk Homme.

The two-year deal, unveiled at a press conference in Tokyo, will allow the cosmetics firm to use PSG’s brand and players as part of its promotional campaigns across Asia.

In addition, the Bulk Homme brand will be displayed during broadcasts of PSG games in Asia due to the digital overlay technology that allows for geo-localised content to be shown on the LED boards at Parc des Princes, the Ligue 1 side’s home ground.

Like many European soccer clubs, PSG have been making significant strides in Asia in recent years and last year opened an office in Singapore. They are also set to headline Lagardère Sports’ new pre-season soccer tournament in China in July.

“Today, Asia represents more than a quarter of all our fans,” said Sébastien Wasels, managing director of PSG Asia-Pacific. “This partnership demonstrates the growing attractiveness of the club on the continent and fits perfectly into the ambitious strategy of Paris Saint-Germain in Japan with, among other things, the successful opening of our store in Tokyo, a first for a European Club, as well as the launch of our website in Japanese.”

Takuya Noguchi, managing director and chief executive of Bulk Homme, added: “Joining Paris Saint-Germain is a great opportunity for our brand. Paris Saint-Germain is certainly the fastest-growing European sports brand in Japan in recent years. We look forward to implementing this partnership and driving our shared values of health and solidarity.”

As well as partnering with PSG, Bulk Homme has also announced the club’s star striker Kylian Mbappé as its new global brand ambassador.

As well as featuring in Bulk Homme advertising campaigns, the Ligue 1 player of the year will become a key adviser to the company to support its efforts to expand globally and become an eco-friendly brand.

In return, Bulk Homme will lend its support to the French Fifa World Cup winner’s charity initiative, Inspired by KM Project, which provides support to 98 disadvantaged children living in France.

Commenting on Bulk Homme’s signing of Mbappé, Noguchi added: “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.”

Mbappé, who last year ranked third in SportsPro’s list of the world’s 50 most marketable athletes, has been building out his endorsement portfolio over the past year, signing deals with Good Goût, a French organic baby and children’s food brand, and luxury watchmaker Hublot.

Related Articles

Share On


The latest commerical details, groundbreaking interviews and industry analysis, free, straight to your inbox.

SoccerExpert Signup

Sign up today to receive the newsletter.

Soccerex Reports

Soccerex 20 under 21

With the increasing value being attributed to young players, this report provides insight into the hottest prospects on the market.

Football Finance

Soccerex Football Finance 100 is an exclusive annual report that compiles a ranking of the world’s most financially powerful clubs.



Follow us on twitter to receive our latest market insight, industry interviews and news about our upcoming events.

Would you like to see Soccerex's content opportunities? Click here