French soccer giants Paris Saint-Germain (PSG) have announced a new partnership with L'Oréal Groupe, the personal care company, through 2028.
Through the two-year agreement, the Paris-based brand becomes the Ligue 1 club’s official beauty partner.
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The sponsorship will be activated through several of L'Oréal’s brands, starting with its dermocosmetics brand Vichy Laboratoires.
Vichy becomes the official skincare and haircare partner of PSG’s men's first team.
The brand will also collaborate with PSG – who sit sixth in the 18-team Ligue 1 table, after five matchdays – on health initiatives and to develop educational content on integrative health.
Vichy Laboratoires will provide skincare and haircare products at both the PSG Campus and the Parc des Princes stadium.
L'Oréal’s brands will additionally engage with PSG fans through exclusive experiences during selected home matches.
In terms of recent commercial activity for PSG, the reigning Ligue 1 and UEFA Champions League winners announced partnerships with major soft drink brand Coca-Cola, technology search engine giant Google, Chinese electric car brand BYD, and Iraq-based telecommunications operator Asiacell, while renewing its long-standing tie-up with international hotel chain Accor.
