«This is Paris (esto es Paris)». That is the bombastic motto that Paris Saint Germain displays on banners, t-shirts and other marketing products. Since being acquired by Qatar Sports Investments just over a decade ago, the French capital’s football club has become a symbol of global sporting ambition and has highlighted the absence of another top-tier entity in the city, a rarity in European football.
The Premier League England has seven teams Londonwhile in Barcelona, Madrid, Turin, Munich, Manchester, Liverpool o Lisboa Two long-established clubs coexist.
PSG, with little history and poor international record, has built the growing strength and popularity of its brand on the infinite Qatari money and the unparalleled appeal of the spectacular City of Light. That panorama, at least as far as appropriating the universal pull of the French city, could be altered in the short or medium term.
Thus, this Thursday the family Arnault (Christian Dior, Louis Vuitton, Bulgari…) y Red Bull have announced an investment proposal in the Paris FC whose intention is to consolidate a second top-level club in the French capital.
The Arnault family—fifth fortune in the world, according to Forbes—is expected to contribute at least 100 million euros ($108.22 million) to the project, with the possibility of increasing the budget up to 200 million if the club secures a place in the top flight next season, which would put Paris FC in the top 10, and possibly five, in terms of Ligue 1 budget .
The financial muscle will be complemented by Red Bull’s extensive experience in sports management and talent development, having built successful clubs around the world through a unique model that nurtures talent and coordinates a global network.
“At least on paper, it is a perfect marriage because it serves a purpose for all stakeholders,” said the sports analyst. Simon Chadwick to the Reuters agency.
«Red Bull has proven experience of between 20 and 30 years. He knows how to develop sports properties, not just sell energy drinks. Their model has proven to be successful in Salzburg y Leipzigand Paris FC could be his next big project.”
While PSG has taken advantage of the city’s status as the world capital of fashion, art and culture, Chadwick noted that the club’s brand was still strongly tied to its Qatari ownership: “For a lot of people in Paris, PSG has become the face of Qatar, not of Paris or France».
«That has left a gap for a club that could truly represent the city and its people. There is great interest in an aspirational Parisian football club. The young public, especially Generation Z and Alphais more open to new football models, including franchise-style networks like Red Bull,” argues Chadwick.
Paris FC has struggled to find a fan base, with an average attendance last season of just under 5,500 at its Charlety stadium with 19,000 spectatorsdespite the fact that tickets have been free since last November.
In the absence of VIP boxes in Charlety, Paris FC could move to Jean Bouin stadiumhome of the rugby club Top 14 Stade Francais and located just a few steps from the Princes Park del PSG.
“Paris is a difficult city for infrastructure projects,” Chadwick warns. But with the influence of the Arnault family and the support of Macron (President of the French Government), there is a very real possibility that they can overcome the political obstacles and find a home within the city. Furthermore, this project could create important economic and social benefits for Paris.”
What’s more, depending on their budget and in a second phase, Paris FC could also challenge the dominance of the Olympique Lyonnais and of PSG in the highest category of women’s soccer French.
Paris FC would become the second French club owned by a billionaire after Francois Pinaultof the Kering group (Gucci, Balenciaga, Yves Saint Laurent…), acquired the Stade Rennais in 1998.
