NSAres – Explosion of social networks, new sponsors, record sales of shirts. Although he has yet to play two full games with his new club, Lionel Messi is already a goldmine for Paris Saint-Germain.
A month after his contract with the French capital club, the money of approximately 80 million euros that the club will spend this year on the Argentine star (a salary of 40 million plus incentives and taxes), “is already in the process of being paid,” according to sports finance experts. (Effie).
And if, at the present time, there is no significant margin for growth in ticket revenue and broadcast television, the Messi purchase will be paid through three axes: social networks, promotion and non-traditional sponsorship. All this without taking into account the profits that will come from the Champions League (may approach 100 million euros depending on the results).
“Without risking too much, the money needed to close the Messi deal has already been collected, at most it will happen by the end of this season,” says Virgil Cayet, one of France’s most famous sports marketing executives.
The French club’s follow-up also increased significantly on social networks, which was more than directly affected by the arrival of the Argentine genius, a growth that “brings a quick income”, according to Cayet.
In just one month, the number of followers of PSG accounts on social networking sites (Twitter, Instagram, YouTube, Facebook and Tik Tok) increased by 20%. Now the number of followers of the French club has reached 134.9 million people.
Thanks to Messi’s accession, Paris Saint-Germain surpassed a prestigious club the size of Italian Juventus in the number of followers on social networks, and became fourth in the world only behind Barcelona clubs, Real Madrid and Manchester United.
Shirts are also an important source of income for PSG. When the club signed Brazilian striker Neymar da Silva in 2017, this was a turning point in its sales history, as the club has since sold one million shirts annually. Today, with Messi joining, sales have increased between 30-40%.
Another sports marketing expert, Vincent Schudel, explains to Efe that there is a misunderstanding about PSG’s profits from sales of its shirts.
He says that the price of a uniform shirt is 140 euros, but it varies if it is marketed in the French club’s stores or has Nike stores. According to market sources, the club gets 20% of these sales (about 30 euros for a shirt), while the rest goes to the manufacturer and distributor.
Schudel adds that PSG will continue to increase its income in terms of sponsors, except for those who have a valid sponsorship contract with the French club.
The Nike sports brand, which supplies its shirts to the club, has a ten-year contract for 70 or 80 million euros per season, while the Accor hotel chain, which is printed on the front of the shirts, has a shorter agreement, until 2023, under which it will pay about 50 million euros annually to PSG. .
However, the club announced in September that it had reached an agreement with two new “non-traditional” partners.
Sources confirmed to (EFE) that the cryptocurrency platform (Crypto.com) will provide the club with a value ranging from 25 to 30 million euros for three seasons.
This is an innovative bet, as PSG paid Messi part of the transfer bonus in the form of a “PSG Fan Token,” and this virtual currency will benefit fans to get special discounts and get privileges to take advantage of club activities, among other benefits. Also, the “PSG Fan Token” alone can generate income from its introduction in the cryptocurrency market.
Exclusive costume company Dior is also one of the club’s “unconventional partners”, where PSG players will wear her clothes off the pitch.
The arrival of Messi, 34, to Paris from Barcelona after 17 years in the ranks of his first team, has other very useful side effects, for the French League, of course, but also for the city of Paris and for Qatar, which sponsors the French capital club, and benefited greatly thanks to this partnership.
Since it was acquired by a Qatari sovereign investment fund in 2010, PSG has become the best ambassador for the Gulf state, which has been criticized by human rights organizations for working conditions during construction for the 2022 FIFA World Cup.
“If you ask someone before 2010 about Qatar, they probably won’t know where it is on the map,” Schudel adds.
“The Princes Park stadium (PSG’s stronghold) has become small now after Messi’s arrival,” he asserts, as the stadium can accommodate 48,000 spectators, and Messi’s joining will certainly attract many world fans to go to watch him master the ball in the French capital.