PSG renews partnership with gaming developer Supercell for another year

Sports Business : French Ligue 1 champions Paris Saint-Germain have extended their sponsorship agreement with Finnish gaming developer Supercell for another year.

Supercell, the creator of successful video games such Hay Day, Clash of Clans, Boom Beach and Clash Royale, signed with the club last year in a one-season deal.

During the first year, the two organisations released several pieces of content around Supercell’s Brawl Stars game, including an esports tournament, called the Brawl Stars Ball Cup, organised by PSG’s esports division, with the finals played at PSG’s home stadium, the Parc des Princes.

PSG’s football players also featured in a YouTube show called ‘Brawl with the Stars’ which gained 38 million views, while an in-game integration in the Brawl Stars game included a PSG skin as well as a branded in-game arena of Parc Des Princes.

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Manuel Langegger, marketing manager of Supercell in Europe, said: “PSG is a club that shares our ambition and has offered great value to us both in terms of giving our players and content creators unforgettable experiences in their stadium, as well as through in-game integrations and fun content for our player communities worldwide.

“The first year has been full of trial, big surprises and successes and a lot of learnings. We feel that we have just started to scratch the surface of what is possible and we still have a lot to learn.”

Marc Armstrong, chief partnerships officer at PSG, said that the association had allowed PSG to reach a younger audience and develop stronger bonds with them via gaming. “Esports remains one of the core pillars of the club’s brand diversification strategy and we are looking forward to the next successes we can create together,” he said.

The two organisations have forged stronger links at management level by comparing performance strategies. At the start of 2020, Supercell’s leadership team met with PSG coach Thomas Tuchel in Paris to exchange ideas about building a high-performing culture.