Multinational bakery chain Paris Baguette announced Thursday that it has signed a partnership agreement with French soccer club Paris Saint-Germain to promote its brand to fans around the world.
Heo Jin-soo, president of SPC Group, to which the brand belongs, met with Mark Armstrong, chief revenue officer (CRO) of the Ligue 1 club, in Paris, and the two sides agreed to promote the Korean brand at the club's home stadium, the Parc des Princes, as well as to conduct other franchise promotions.
Betis Paris hopes the new partnership will capitalize on the French club's global success. The club boasts a star-studded roster that includes Kylian Mbappe, Lionel Messi and Neymar Jr. The bakery hopes to capitalize on the global interest in the club to increase its brand awareness.
Under the terms of the partnership, Paris Pétisserie's logo and advertisements will be displayed during matches at the Parc des Princes stadium. The Korean company also plans to host wine tastings at the stadium to introduce visitors to its signature pastries. Other strategic partnerships include creating advertising content with the club's players, co-producing merchandise and running prize promotions that include free tickets to soccer matches at the stadium.
Armstrong said the new partnership "interestingly brings together two big brands that both have a 'Parisian' element" and that the partnership "will certainly contribute to the bakery's global expansion."
"By combining with the food culture and sports clubs of Paris, I am confident that our brands will be able to appeal to baking enthusiasts around the globe, bringing them more fun and enjoyment", Hüll said.
With more than 3,400 stores in Korea and 10 franchises in five countries in North America, Europe and Asia, Paris-Beetle is currently expanding its overseas network. The company hopes the new partnership with Paris Saint-Germain will help it accelerate its global expansion.
