Paris Saint-Germain, the French soccer giants, have signed a multi-season sponsorship deal with online second-hand car dealership Autohero.
Autohero will serve as an official premier partner and use the recognition of the club to drive awareness.
Under the partnership, the brand will launch large-scale campaigns across France and other major European markets featuring PSG colours.
Autohero will also receive brand visibility via the club’s various digital media platforms, as well as in-stadium exposure through an LED display system at the Parc de Princes.
The car dealership joins EA Sports, Nivea Men, Qatar Airways, Orange, BeIN Sports and Visit Rwanda as a premium partner of PSG.
Autohero is no stranger to the sports industry, having entered partnerships with motor racing’s DTM and, most recently, German soccer team Hertha Berlin.
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Marc Armstrong, chief partnerships officer of Paris Saint-Germain, said: “We are delighted to welcome Autohero to the Paris Saint-Germain family. Together we share the same demand for excellence and service, and the ambition to offer fans innovative and fun experiences.”
Christian Bertermann, chief executive and co-founder of Auto1 Group SE, added: “We are very proud of Autohero, part of Auto1 Group, becoming official premium partner of Paris Saint-Germain. The start of the partnership marks an important step for us and underlines our commitment to revolutionises car buying for consumers in France and beyond. With an iconic partner as Paris Saint-Germain at our side we will accelerate building the best way to buy a car, which we believe is fully online.”