PSG’s UCL Semi-Final Triumph: A team victory on and off the pitch
3 hours ago
Global interest in Paris Saint-Germain is trending towards an all-time high, after they qualified for the 2025 UEFA Champions League final.
In the wake of this surge, PSG gained over 188,000 new Instagram followers in just 24 hours from May 7-8, following their second-leg victory over Arsenal, which saw the club advance to Munich. This marked the highest spike in follower growth the club has experienced this season.
While many sports teams continue to centre their brands around superstars, PSG’s recent off pitch success highlights the power of the collective and marks the culmination of a year-long transformation of the club’s brand narrative.
The days when PSG’s global appeal was built solely on the star power and individual brilliance and high-gloss storytelling — are behind them. This shift represents a slower yet more sustainable path to global relevance.
PSG’s off-pitch strategy thrives through a collective, humble tone in their content supported by collaborations with content creators, influencers, musicians and social media personalities, telling authentic stories that elevate their brand and the club’s ethos of one team.
PSG has also skilfully woven co-branded content into its sponsorships, leveraging media capabilities to craft stories that resonate on a deeper level, creating value not just for the club but for its partners as well.
PSG Chief Innovation & Digital Officer, Jerry Newman, said: “Our strategy is to harness digital innovation to engage and grow our global fanbase. By putting the team at the heart of our storytelling and collaborating with Creators and Sponsors, we’ve built content that feels authentic and culturally relevant to our brand. From social growth to world-firsts—like our live mid-flight press conference with Qatar Airways—we’re using bold, innovative formats to connect with fans and deliver real value for partners.”
WePlay Global Business Development Director, Richard Baker-Morisot added: “From a marketing perspective, it’s a masterclass in the power of a brand reset. Real Madrid bet on superstardom. PSG bet on evolution. PSG are showing what happens when long-term strategy meets short-term success.”