Not only a football magician lands in Paris. Lionel Messi is a marketing giant whose image can contribute to increase the value of the brand of the Paris Saint-Germain (PSG) by up to 20 percent thanks to its ability to attract big brands and new television markets. This is how the economist Vincent Chaudel estimates it in statements to EFE.
Currently valued at around 2 billion euros, the PSG is still far from the giants Real Madrid Y Barcelona, which are around 3 billion appraisal, according to recent studies. Although that pit will be reduced with the signing of Messi, predicts Chaudel, specialist in sports marketing.
“This transfer will reduce the value of Barcelona and that of PSG (owned by a Qatari fund for 10 years) will increase. It is worth remembering that the value of the French club was one billion before signing Neymar Y Mbappé (in 2017). Today it is valued at about two thousand, “he says.
The expert uses social networks as an example to check the weight of Messi. The six-time Ballon d’Or winner has, for example, more than twice the number of followers on Facebook than his own PSG: 100 million compared to 40. “This example helps to explain the size of such a player. The more audience, the more the brands are interested,” he says. Taking these impacts into account, Chaudel calculates the revaluation of the brand PSG by 20 percent, up to € 2.2 billion. That rise is very likely to happen already in the first season of The flea, forecast.
The club has two axes to explore thanks to Messi. The first, the “royalties” obtained from the sale of their shirts with the colors of PSG. The Parisian entity has just renewed its kit contract with Nike until 2030. When Neymar arrived in Paris in 2017, the increase in the sale of the shirts was exponential, reaching one million per season. In a single day, 10 thousand “jerseys” were bought with the Brazilian’s 10.
Despite its 34 years, the brand Messi it will still be active, according to the expert. “He is a player who does not wear out physically much in games. Look at Federer O Tom Brady, they are 40 years old and they are still a reference “.
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