SNIPES becomes the “Official Culture & Community Partner” of Paris Saint-Germain
Cologne/Paris, September 23, 2024. Global sneaker and streetwear retailer SNIPES is now the “Official Culture & Community Partner” of French football club Paris Saint-Germain (PSG). As part of the agreement, the SNIPES logo will feature on the back of the first men’s team’s shirts during all Ligue 1 matches. The partnership has initially been agreed for a three-year term.
Through the partnership, SNIPES is significantly expanding its commitment in France, underlining the country’s importance as one of the retailer’s key growth markets. At the same time, SNIPES will leverage the club’s unique global reach to further strengthen its international presence. As the club’s “Official Culture & Community Partner,” the collaboration aims to go beyond traditional sponsorship by deeply embedding SNIPES’ cultural roots within the club’s activities and community initiatives.
“This is the biggest deal in SNIPES’ history, and I am extremely proud of it. It is important to us that we do not simply place our logo on the back of the PSG shirt and rely on traditional pitch-side advertising. PSG is the biggest lifestyle brand in world football. Together, we want to make a real impact—locally in Paris and around the world. Having come from the football industry myself, this is a project that is very close to my heart and, at the same time, the perfect match for SNIPES,” says Dennis Schröder, CEO of SNIPES.
“SNIPES and Paris Saint-Germain are united by a shared commitment to our communities. Through this partnership, we are placing our Parisian community at the heart of our activities while extending our global reach beyond football. As a new-generation club, this collaboration is perfectly aligned with our mission. We want to give back to our communities through sport, music and culture—both in our home city and around the world. We are convinced that SNIPES is the ideal partner to help us bring this vision to life,” says Nicola Ibbetson, Global Partnerships Director at Paris Saint-Germain.
SNIPES will also integrate the partnership into the retailer’s own charitable initiative, “SNIPES serves.” Children and young people from the Greater Paris area, as well as from other markets relevant to both the retailer and the club, will benefit from a range of unforgettable experiences in sport and cultural education.