PSG pens multi-year premium partnership with ‘major player’ FDJ

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Paris Saint-Germain has signed a three-year agreement with Groupe FDJ to make the French National Lottery operator one of the club’s premium partners.

Boasting world-famous football icons such as Lionel Messi, Kylian Mbappe and Neymar in its star-studded men’s squad, PSG has completed the transaction through FDJ’s sports betting brands ParionsSport en ligne and ParionsSport point de vente.

Set to expire until 2024, the alliance is set to create more ‘immersive and innovative experiences’ for bettors and PSG fans.

“We are delighted about this first partnership with Paris Saint-Germain,” commented Richard Courtois, CEO of the sports betting unit for FDJ.

“We are proud to team up with such a popular and successful club. This long-term partnership strengthens our position as a major stakeholder in sports betting in France and will enable us to share exclusive experiences with the club’s fans.

“We will activate this partnership responsibly and enthusiastically in order to reach the whole PSG and betting community.”

This latest deal further expands FDJ’s presence within French sport, with the company already an official partner of the Paris 2024 Olympic Games and Paralympic Games.

FDJ also launched a new pro-cycling competition in April to promote French women’s cycling. 

Marc Armstrong, Chief Partnerships Officer at PSG, added: “We are delighted to welcome La Française des Jeux into the Paris Saint-Germain family. FDJ is a major player in the sports betting industry. We share their ambition to perform at the top level and are both highly committed to social responsibility.

“Together, we will treat our fans to ever more innovative experiences while ensuring that we promote ethical and responsible sports betting.”

The ParionsSports en ligne and ParionsSport point de vente brands will be visible as premium partners on PSG’s men’s team from the beginning of the 2022-23 French championship campaign, with the Parisians set to begin the defence of their Ligue 1 title with a trip to Clermont Foot on August 6.

The brands will have extensive visibility within the Parc des Princes – the club’s 47,000-plus capacity stadium – and on its websites and applications.

On social media, ParionsSport en ligne will promote the odds for PSG matches as well as posting exclusive content, including competitions to win tickets for matches.

ParionsSport point de vente will activate the partnership across France through its 28,000 partner distributors offering FDJ sports bets, and it will also offer bets on selected matches from inside and around the Parc des Princes.

Meanwhile, FDJ recently appointed Philippe Lazare as a non-executive corporate advisor, with the French business figurehead serving on its corporate committee for governance, remuneration and appointments.