It was a bit of a surprise in recent days. Last Monday, Paris Saint-Germain announced the signing of a collaboration contract until 2028 with the spirits group Pernod Ricard. “Paris Saint-Germain announces its partnership with Pernod Ricard. This new global partnership is the first of its kind for Pernod Ricard, which will showcase the Group’s entire premium brand catalogue (…) 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”could be read in a press release from the Parisian club. A surprising marriage given the image of Pernod Ricard since the company is based in Marseille even if the group’s headquarters are located on the Paris side.
Very quickly, many Marseille supporters took the news badly and a boycott of the brand was called for on social networks. Lorraine Ricard, granddaughter of Paul Ricard, creator of pastis and the Ricard brand, had herself criticized this agreement: “When business betrays its roots, it damages its history and takes risks with its future.” This was followed by the position taken by Benoît Payan, the mayor of Marseille.I wasn’t happy to see that, we didn’t really understand. I even think that at Ricard, not everyone understood what was happening. I’m going to ask him (CEO Alexandre Ricard, editor’s note) how and why we ended up supporting PSG. Should we see it as the fact that now the Marseillais are invading Paris and taking control of PSG, which would be the positive side, or are there other intentions? »
Pernod Ricard throws in the towel
While the situation had been worsening for several days, the Chairman and CEO of the Pernod Ricard Group, Alexandre Ricard, finally backtracked on Thursday. In a press release, he explained that his company would not ultimately become the sponsor of Paris Saint-Germain: “I made this decision for the Group and in consultation with those who make it successful, including our employees in France, our customers and our shareholders, first and foremost my family.»
“For over 90 years, Ricard’s history has been intertwined with Marseille, where it was born, grew up and inspired. And this connection is stronger than anything. It is therefore a decision that comes from the heart that I am making today. I am certain that the people who worked on this project will understand my choice. Pernod Ricard will proudly continue to claim its origins and the sincerity of the links that unite our brands with their communities.“, he continued. A victory for Olympique de Marseille over Paris Saint-Germain which already launches the Classic scheduled for October 27 at the Stade Orange-Vélodrome.
