Paris Saint-Germain, a perennial power in France’s Ligue 1, has all the soccer fans it needs. But it is working to talk to people who don’t care about soccer.
A detailed view of a fan's scarf prior to the UEFA Champions League group B match between Paris Saint-Germain and Bayern Muenchen on Sept. 27, 2017 in Paris.
“We’re working to talk to people who don’t care about soccer,” said Fabien Allegre, the club’s director of merchandising and brand diversification. “Just to make the brand grow and grow.”He’s not exaggerating. PSG fans celebrate in front of the Ethnographic Museum of the Trocadero with flares and fireworks after winning Ligue 1 during the Paris Saint-Germain Trophy Ceremony at Trocadero plaza on May 13, 2013 in Paris.
“The objective would be for you to wear something PSG,” said Allegre, who manages a staff of four full-time brand-diversification specialists from a first-floor office filled with club-brandedfrom a motorcycle helmet and Beats headphones to a denim shirt and a Manish Arora jacket.
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