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PSG secure ‘€50m’ Goat sleeve sponsorship as Lille confirm Cazoo deal

French soccer side will be first sports team to have dedicated space on sneaker marketplace.

14 April 2022 Sam Carp

Getty Images

  • Goat will join Nike and Accor as one of PSG’s principal partners
  • Deal to reportedly run for three years
  • Cazoo’s sponsorship of Lille previously reported to be worth €4m annually

French soccer giants Paris Saint-Germain have announced sneaker marketplace Goat as their new sleeve sponsor.

Terms of the deal were not disclosed, but L’Equipe and Bloomberg both reported that it is worth €50 million (US$55 million) to the Ligue 1 side over three years.

Goat will initially be an official partner of the club before joining US sportswear company Nike and hotel chain Accor as one of PSG’s principal partners from July, when the company’s logo will feature on the sleeve of the team’s match, training and warm-up kits.

It will take over the inventory from Qatar National Bank (QNB), which is PSG’s sleeve sponsor for the current season.

The new deal will also see PSG become the first sports team to have their own dedicated space on Goat’s ecommerce platform, which the club said will offer merchandise and accessories ‘from the past, present and future’.

It furthers PSG’s relationship with the fashion world, building on the club’s collaboration with Nike’s Jordan Brand and partnerships with premium labels such as Dior.

Marc Armstrong, PSG’s chief partnerships officer, described Goat as “the ideal partner for the club”.

He added: “It reinforces our position as an icon of sport and style with fans around the world. Together, we will develop exciting and creative experiences to appeal to fans wherever they are.”

Elsewhere in French soccer, reigning Ligue 1 champions Lille have confirmed that online car retailer Cazoo will take over from Boulanger as the club’s main shirt sponsor from next season.

The multi-year deal was first reported back in January, when L’Equipe said that the agreement would be worth an annual €4 million (US$4.4 million), 25 per cent of which would go to the Sportfive agency for brokering the agreement.

It is Cazoo’s second shirt sponsorship deal in Ligue 1 as it continues its aggressive marketing drive across Europe. The company was confirmed as the new main partner of Olympique de Marseille at the end of March, while it will also be the shirt sponsor of Spanish sides Valencia and Real Sociedad from next season.

This week, Cazoo secured its first deal in Germany by partnering with Bundesliga side SC Freiburg, who will also sport the brand’s logo starting with the 2022/23 campaign.

The company is also the shirt sponsor of Premier League sides Aston Villa and Everton, although it will not be continuing its relationship with the Toffees beyond the current season.

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