Paris Baguette caters to soccer fans via partnership with Saint-Germain

By Ko Dong-hwan, The Korea Times - Paris Baguette, a multinational bakery chain, has signed a partnership with French soccer club Paris Saint-Germain to promote its brand to global soccer fans, according to the franchise, Thursday.

Hur Jin-soo, president of SPC Group which owns the brand, met Marc Armstrong, chief revenue officer (CRO) of the French Ligue 1 club, in Paris to agree upon promotion of the Korean brand at Parc des Princes, the club's home stadium, and additional join promotional activities.

Paris Baguette expects the new partnership will ride on the French club's global success. Before the eyes of over 47,000 fans at Parc des Princes, soccer stars like Lee Kang-in, Kylian Mbappe and Ousmane Dembele play for the club. And millions of fans around the world search for them online. The bakery is betting on the global frenzy around the athletes to draw attention to its brand.

The club has agreed with Paris Baguette to display the bakery's logo and commercials during matches at the stadium. The Korean firm said it also plans to host a tasting event at the stadium for visitors to be introduced to its signature pastries. Other strategic cooperation works include creating ad contents with the club players, jointly producing goods and launching promotional events with prizes like free tickets to soccer matches at the stadium.

Armstrong said the new partnership has "interestingly brought together two big names that both have 'Paris' in them" and the partnership will "certainly help the bakery's global expansion."

"By matching a gastronomic culture and a sport club that are both based in Paris, I believe our brand can appeal to global breadlovers with extra pleasure and fun," said Hur.

Having launched over 3,400 shops in Korea, Paris Baguette is boosting its overseas network. Its network of global franchise has registered 500 stores across 10 countries in North American, Europe and Asia.

Source: https://koreatimes.co.kr/www/tech/2023/11/419_362423.html 

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