Accor Welcome Video Announces New Multi-year Shirt Sponsorship With French Champions PSG

While the announcement creative is fairly unremarkable, something perhaps not surprising considering the tight timelines the marketers had to work with, there is plenty of interest in and speculation around the financial terms of the deal.

The French media reported that the new Accor tie-up’s value is one of the top four European shirt sponsor deals and estimates put the sum at around €56m per year.

Emirates’ shirt deal with Real Madrid, at €70m euro per year, is Europe’s biggest.

By way of background, Emirates have been paying between €25m and €30m per year in a deal that dates back to 2006.

While market watchers have stated that PSG chairman Nasser Al-Khelaifi was asking Emirates to fork out €80m-a-year for a partnership extension.

A figure that the Dubai airline – which also sponsors Real Madrid, Arsenal, Benfica and Hamburg – seems not prepared to meet.

The Accor announcement came during a week in which PSG also unveiled a new global partnership with Swiss cruise company MSC Cruises: an alliance reported to be worth €2m-per-year.

As well as on field success, perhaps the club’s hefty shirt sponsorship fee rise is partly linked to its recent trend-setting and successful kit deal with Nike’s Jordan ‘Jumpman’ brand extension which has seen the kit rocket into fashion, trend and culture circles (see case study).

Perhaps it will also help the Qatari owned, Paris super team in its ongoing struggle to meet UEFA’s Financial Fair Play rules.

The club has been under scrutiny from European football’s governing body ever since its €400m acquisition of Neymar and Kylian Mbappe in 2017 and UEFA’s investigation was reopened in September 2018 which triggered PSG to appeal to the Court of Arbitration for Sport (CAS).