The people of Marseille woke up with a hangover on Tuesday after learning the unthinkable the day before: a premium partnership between PSG and one of the region’s flagship brands, clearly associated with the local terroir and folklore: Pernod-Ricard.
On Monday, the powerful wine and spirits group formalized a four-year agreement starting this season with all of PSG’s professional teams. This new global partnership is the first of its kind for Pernod Ricard, which will showcase the Group’s entire premium brand portfolio. Pernod Ricard now becomes an Official Global Partner and will be the club’s sole supplier of champagne and spirits, with dedicated visibility and communication rights as well as tailor-made experiences. »
No less than 240 brands across the world
In Marseille, the birthplace of the Ricard brand, the news has gone down badly, inevitably observed through the prism of the rivalry between OM and PSG – a natural extension of the antagonism that persists between France’s second city and its capital.
Many supporters have been shouting their indignation on social media in recent hours, with the emergence of a hashtag BoycottPernodRicard quickly appearing in the most dynamic trends of the day. And this is all the more so since the group in question has no current partnership with the Olympians.
Apart from the Ricard and Pastis 51 brands, Pernod Ricard brings together no fewer than 240 brands, including 17 in the world Top 100. These include Mumm and Perrier-Jouët champagnes, Malibu, Suze and Jameson and Ballantine’s whiskeys, Havana Club rum and Absolut vodka.
