Lionel Andrés Messi has earned his place within sporting history as possibly the greatest footballer ever. Every move that the six-time Ballon d'Or winner makes both on and off the field creates a ripple effect within the world of soccer. August of this year saw Messi sign a two-year contract with Qatar-owned Paris Saint-Germain FC. According to Mohit Mirchandani, the acquisition was a game-changer for the French club.
Mohit Mirchandani explains that PSG's purchase of a player of Messi's prestige has benefitted both brands in achieving their goals.
“With Messi’s transfer, PSG and the French League got a once in a lifetime opportunity of having the best player on the planet play for them. Also, Messi joined a team working on their most ambitious project – to be among the elite clubs of Europe.”
The stunning acquisition sparked delight in France as Messi was welcomed into Ligue 1. The move even elicited a positive response from Vincent Labrune, the former president of Marseille FC, long-time arch-rivals of PSG. Labrune seemed to embody the nation’s joy when he described Messi's signing as 'a historic day for French professional football'.
Mohit explains, “There were only two football clubs who could afford Messi – Manchester City and PSG. Ultimately, the club with the bigger ambition won.”
Messi's decision to choose the latter has helped PSG's brand value skyrocket and massively strengthened its position among the most prominent sporting brands in the world. Having co-founded digital PR and marketing ventures and helped grow thousands of brands, Mohit points out how rare an opportunity this was.
He says, “It is extremely rare for a brand to get an opportunity like this. In this partnership, both the brands are benefitting massively. Messi is too big a brand to join the MLS. And apart from PSG, no other club was as keen to bring Messi onboard. This move gives brand Messi an extended lifeline among the elite levels of European football.”
Having co-founded digital PR and marketing ventures and helping grow thousands of brands, Mohit Mirchandani shares that Messi's arrival at Paris Saint Germain brings with it his worldwide appeal, instantly scoring PSG a devoted and die-hard audience to add to their fanbase. Paris Saint Germain and the French League will gain rewards from branding, merchandise sales, and telecast rights in the coming years.
“No footballer can guarantee commercial and on-field success as Messi can. He is and will remain one of the biggest sporting brands in the world. Other brands will line up to associate themselves with him and PSG.“
According to Mohit Mirchandani, Paris Saint Germain and Ligue 1 have a lot more to gain through this alliance. PSG now has a much stronger pull in the market.
“With superstars such as Messi, Neymar, and Mbappe, PSG are suddenly counted among the elites of the footballing world. They are, by default, expected to win the Champions League in 2021-22. This is the sign of their new elevated status. They’ve now joined the elite club of the biggest sporting brands on the planet.”
The world of sports brands is extremely competitive. Athletes have one eye on brand sponsorships, image rights, etc. A footballer’s brand journey is almost as important as their playing journey. The market for top personal brands is very harsh. Messi has chosen from what was in front of him to move forward. PSG, on their part, has ensured they elevate their status from almost elite to elite.
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