FOOTBALL – The pressure from Marseille has finally paid off. While the anger from the Phocaean city has not abated since Pernod Ricard’s decision to sponsor Paris Saint-Germain, the CEO of the emblematic group from the city of Marseille has finally announced the abandonment of this partnership.
Pernod Ricard signs a partnership with PSG (and alienates the Marseillais)
« For over 90 years, Ricard’s history has been intertwined with Marseille, where he was born, grew up and inspired. And this bond is stronger than anything. So it is a decision that comes from the heart that I am making today. “, explained Alexandre Ricard, heir to Paul Ricard, this Thursday, September 5, to announce this renunciation.
« I am sure that the people who worked on this project will understand my choice. Pernod Ricard will proudly continue to claim its origins and the sincerity of the links that unite our brands with their communities,” also assures the group’s chairman and CEO in the face of the scale of the controversy.
Partnership with “the 240 brands of the group”
Hashtag boycotting the spirits giant on social networks, abandoning pastis in favor of rum… In recent days, the people of Marseille have used every possible ploy to put pressure on the brand, founded in Marseille in 1932 by Paul Ricard. It must be said that the announcement by the Marseille group of a four-year partnership with Paris Saint-Germain, OM’s rival club, had everything to make the inhabitants of the city, inseparable from the famous pastis, jump with anger.
This contract, announced on Monday between the Parisian club and the group, was to make Pernod Ricard a global partner of PSG, becoming its sole supplier of champagne and spirits, ” with dedicated visibility and communication rights as well as tailor-made experiences”. A strategy which also aimed to promote internationally the very many brands owned by the group.
Forced to react the day after this announcement, the group explained to France Bleu Provence that it was a“a misunderstanding” and said ” regret the rush ». For the group, PSG has not signed “with Pernod Ricard, but with the 240 brands of the group »including brands of champagne, whiskey, vodka, or less prestigious alcoholic beverages like Malibu.
A way of reassuring the Marseille public, who were probably imagining that they would discover a future PSG jersey bearing a Pernod Ricard logo. A practice that is in any case prohibited by law in France.
This Thursday, Alexandre Ricard also justified this renunciation by the family heritage of the brand. I made this decision for the Group and in consultation with those who make it successful, including our employees in France, our customers and our shareholders, first and foremost my family. ” he said.
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