Mon Sep 09 15:58:14 UTC 2024: ## Pernod Ricard Scraps PSG Deal After Backlash from Marseille Fans
**Paris, France** – French spirits giant Pernod Ricard has cancelled its partnership with football club Paris Saint-Germain (PSG) after facing backlash from fans of its rival team in Marseille.
The four-year deal, announced last week, would have seen Pernod Ricard become the official provider of wine and spirits for PSG’s hospitality program. However, the move sparked outrage among supporters of Olympique de Marseille, a fierce rival of PSG.
Pernod Ricard, founded in Marseille in 1932, has deep roots in the city. The brand’s flagship product, Ricard pastis, sells over four million cases annually.
News of the PSG partnership prompted Marseille fans to launch a #boycottPernodRicard campaign. In response to the strong reaction, Pernod Ricard Chairman and CEO Alexandre Ricard announced the cancellation of the deal, stating that he made the decision “after listening to the people who make it a success, including our employees in France, our customers, our shareholders, and above all, my family.”
Ricard emphasized the company’s strong ties to Marseille, stating, “For over 90 years, Ricard’s history has been inextricably linked with Marseille, where it was born. Those roots are strong, and they run deep, so the decision that I’m taking today comes from the heart.”
Pernod Ricard clarified that the PSG partnership was intended for international markets, excluding France, and was designed to promote brands beyond its flagship Ricard pastis. However, the company acknowledged that some fans had misinterpreted the deal, believing Pernod Ricard would be promoting its namesake brand on PSG’s shirts.
Despite the cancellation, Pernod Ricard maintains its commitment to sports partnerships. The company recently secured multi-year deals with Arsenal and the English Football League, highlighting its focus on international markets where football is widely popular.
First Piper 