Pernod Ricard has rolled back on a global marketing tie-up with French soccer giant Paris Saint-Germain, three days after unveiling the arrangement.
On Monday, the brand owner confirmed a four-year deal with the club as a “worldwide official partner”. Building on a decade-long provision of wine and spirits to PSG’s hospitality outlets, the new deal, for an unspecified sum, did not include the domestic market “in terms of visibility and activations”.
The news led to protests by fans of Marseille in the south of country, where the company’s Ricard pastis brand originates from. The protests have intensified since Monday, with a boycott being mooted by some of the club’s supporters.
Subsequently, Pernod Ricard said today the partnership will not proceed “in the face of the strong emotions aroused”.
“For over 90 years, Ricard’s history has been inextricably linked with Marseille, where it was born,” said CEO Alex Ricard. “Those roots are strong, and they run deep, so the decision that I’m taking today comes from the heart.
“I’m sure that everyone who has worked on this project will understand my choice.”
The group has seen no such fallout from its new sponsorship arrangement in the UK for blended scotch brand Chivas with English Premier League club Arsenal, which launched last month. The whisky had previously been a global partner with EPL rival Manchester United.
