The larger-than-life personality who stands head and shoulders above the rest is Michael Jordan. Jordan isn’t just a name. His name has become a symbol of unrivaled competitive spirit and greatness. That same spirit continues to attract the younger generation, just like it is for other sports. It’s not unexpected, yet truly remarkable, to witness other sports embracing the same synergy to elevate their games. Despite being supported by a $338 billion fund, the revered French Soccer club decided to harness the unparalleled influence of the basketball legend to make an impact.

Paris Saint-Germain is a professional football team in Ligue 1, the premier division of French football. The club’s collaboration with the Chicago Bulls legend was one of the best business strategies ever seen.

Jordan and Paris Saint Germain’s groundbreaking collaboration

Their three-year partnership deal has lived up to the hype. The plan to join hands with the basketball legend turned out to be the best for the French Soccer club. Throughout the deal, the club held exclusive rights to Jordan in football, meaning no other team had access to the brand. The partnership deal between the two was started in 2018 and then again extended in 2021. Despite being the best, the club had its mind focused on the 6x champion’s influence.

Speaking of the partnership,  Professor Andrea Guerin, director of the Institute for Sport Business at Loughborough University London stated, “Jordan is a powerhouse brand, it transcends basketball and changes how consumers think of PSG,” He added, “Michael Jordan is the greatest basketball player of all time, arguably. His brand represents this greatness. Partnering with PSG helps to give them that same kind of impression in consumers’ minds.”

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As mentioned above, the club has been able to make an impression thanks to its partnership with the Jordan brand. The groundbreaking partnership between PSG and Jordan has evolved into a highlight, thriving with each successive season.

How the deal changed the perspective of business and culture

It has seamlessly and successfully bridged the cultural boundaries and united two distinct realms of football and basketball. This era-defining partnership has garnered attention from all over the world. 

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Moreover, it has opened doors to numerous possibilities for different sports to increase their influence. Fans have also been more welcoming and willingly embracing such crossovers. The deal will run through the 2023-24 season. However, there has been no update on the deal extension. What are your thoughts on this? Let us know in the comments section below.

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