PSG eye bumper shirt sponsor as Inter seek sleeve talks with Pirelli
Paris Saint-Germain, the French soccer giants, are targeting a €50-million ($57-million) -per-year shirt sponsorship deal next season, when a new major partner is due to come on board to replace Emirates, the Dubai-based airline.
The club is in the market for a high-profile replacement, and is in talks with companies in the airline, household appliances and financial services sectors, according to Le Parisien newspaper.
It emerged last August that PSG were planning to end their long-running shirt sponsorship tie-up with Emirates at the end of the 2018-19 season.
The airline's name has been emblazoned on the team’s kit since 2005, with the latest contract reported to be worth between €25 million and €30 million per year.
While still a significant uplift, the reported €50-million annual asking fee is more realistic than the €80 million a year that PSG president Nasser Al-Khelaifi was said to be seeking last year.
Talks with potential airline partners do not involve Qatar Airways, another leading Middle East airline, with any deal sure to arouse suspicions of financial fair play chicanery, given that PSG is owned by Qatar Sports Investments, the sports investment arm of the country’s government.
Emirates remains one of the major investors in sports sponsorship worldwide, notably in soccer, with shirt deals with top clubs including Real Madrid, AC Milan and Arsenal. It also gives its name to the latter’s Emirates Stadium in London.
Meanwhile in Italy, Serie A's Internazionale are reported to be seeking a renegotiation of their main sponsorship deal with Pirelli, the tyre company, in order to land a sleeve sponsor.
Sleeve sponsors have been permitted by Lega Serie A since the start of this season, so long as a brand's logo is no bigger than 100 square centimetres. The right sleeve retains the Serie A logo.
Pirelli has been Inter's main sponsor for over two decades, and the present contract runs until the end of the 2020-21 season and gives the tyre company brand exclusivity on the club's shirts.
However, Inter have argued that sleeve logos were not permitted when the most recent Pirelli deal was signed (in 2016), and owners Suning are looking at ways to maximise the club's commercial revenues.
Preliminary talks have been held with prospective sleeve sponsors, in the hope of getting the Pirelli issue settled.
Inter are not against having Pirelli's logo additionally on their shirt sleeves, but want the financial terms of the present contract (€10 million per year basic, but with significant bonus payments) revised upwards, according to reports in Italy
Clubs in Spain’s LaLiga and France’s Ligue 1 have been able to sell sleeve sponsorships for several seasons, with England's Premier League and Germany's Bundesliga both having followed suit at the beginning of the 2017-18 campaign.