PSG have announced a new sleeve sponsorship deal with clothing and footwear resale platform GOAT. GOAT will be official club partners for the remainder of the current season before the sleeve sponsorship comes into place at the start of the 22-23 season.
The GOAT logo will appear on the sleeve of the 2022-2023 jersey (Mock-up via PSG for illustrative purposes only)
GOAT are an online platform offering sneakers, luxury apparel and accessories through primary and resale markets. It was founded in 2015.
PSG announce GOAT Sleeve Sponsorship - 3 Years Until 2025, Worth Almost 50 Million Euro in Total
According to French media outlet L’Equipe, PSG's deal with GOAT is valid for three years and worth nearly €50 million.
Most people will recognise the GOAT acronym (greatest of all time) thanks to its chronic overuse on social media platforms, in reference to everything from different types of milk to television series. Lionel Messi and Cristiano Ronaldo are quite often bestowed with the dubious title, who at least are probably deserving of it. With Messi a PSG player, it is a somewhat fitting deal and this aspect of it will no doubt garner a huge amount of publicity for the resale platform. Due to the dominance of internet culture, in all likelihood Messi's presence at the club was probably a significant motivating factor for GOAT to partner with PSG.
The GOAT brand will be displayed on all of the club’s performance kits, including training, warm-up and match apparel starting from July.
Marc Armstrong, PSG’s Chief Partnerships Officer (he must be a very busy man) had this to say on the announcement of the deal:
“GOAT is a perfect fit for the club and further supports our position as a leading global sports and lifestyle icon for fans all over the world. Together we will develop exciting and creative experiences to connect with supporters everywhere.”
It is hard to argue with the first part of that statement. PSG have made no secret of their ambition to penetrate the worlds of streetwear and fashion and become a leading brand in those domains. The association with GOAT will put them even more at the forefront of these markets and give them further exposure to the clientele they’re hoping to attract.
As of today, GOAT only has 16 PSG products available on their site, including Jordan sneakers and some pieces from the 3 PARADIS collaboration, but a “dedicated PSG experience” will launch on the GOAT platform.
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