PSG fit into Replay denim partnership worth up to €1.5m

PSG fit into Replay denim partnership worth up to €1.5m
French soccer giants Paris Saint-Germain have signed a deal with Fashion Box that sees the company’s Replay brand become the club’s official denim partner for the next four seasons.

The arrangement is worth between €1 million (US$1.1 million) and €1.5 million (US$1.67 million) per season, according to L’Équipe, covering intellectual property, marketing and digital rights. The deal will also see Replay and the Ligue 1 champions work to develop exclusive premium capsule collections. Those collaborative garments will be available from 2020 via both PSG’s sales network and Replay’s retail channels.

The partnership between the two brands will also involve digital collaborations and retail experiences.  

Marc Armstrong, PSG’s chief partnerships officer, said: “Our brands share a common ambition to connect with a young and fashion-conscious audience worldwide while embodying the values of Paris. 

“In recent years, Paris Saint-Germain has become the epitome of sport and style and we look forward to working closely with Replay to develop creative products and content for our global fanbase.” 

Matteo Sinigaglia, Fashion Box chief executive, added: “In a scenario that sees football as the most loved sport in the world, with over 2.5 billion fans spread across five continents, we have actively pursued this partnership which will enable us to strengthen our presence in the football world, which is, like ours, founded on great passion.

“Paris Saint-Germain is a Parisian team, the winning symbol of a city and a country we feel a great affinity with; it is the fastest growing brand in football and its amazing international reach should boost our global exposure.

“Given the fantastic collaboration already in place with football icon Neymar Jr, it felt like a logical next step to join forces with a team made up of football superstars and with a first team that includes ten different nationalities." 

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