PSG announce Qatar Airways shirt deal worth around $106 million

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Qatar Airways
Image via Paris Saint-Germain

Ligue 1 title winners and historic French side Paris Saint-Germain have unveiled Qatar Airways as their new front-of-shirt sponsor in a multi-year agreement.

The Qatari state-backed airline has been a premium partner of the Ligue 1 club since 2020, reportedly paying between €5 million ($7.5 million AUD) and €10 million ($15.1 million AUD) per year. The upgraded deal covers PSG’s men’s, women’s and youth teams.

The airline’s visibility will be stepped up in the Parc des Princes stadium with additional LED exposure and upgraded VIP hospitality experiences. PSG and Qatar Airways are also promising more innovative content offerings to engage fans worldwide.

The value of the deal has not been disclosed. PSG’s preceding front-of-shirt sponsorship with Accor was reportedly worth between approximately €60 million ($90.9 million AUD) and €70 million ($106.1 million AUD) per year, with SportBusiness reporting the agreement with the Qatari flag carrier is in the same bracket. The multinational hotel chain had been PSG’s shirt sponsor since the 2019/20 season.

Qatar Airways has previously sponsored the shirts of Spanish giants Barcelona and Italian outfit AS Roma. The airline also has deals covering the 2022 FIFA World Cup and with German champions Bayern Munich, much to the disdain of their fans.

“We are delighted to see Qatar Airways step up their commitment to the Paris Saint-Germain family,” Marc Armstrong said in a statement, chief partnerships officer of Paris Saint-Germain.

“Qatar Airways are extremely involved in sport. It is an ambitious airline, one of the most acclaimed in the world and by featuring on the rouge and bleu jersey, Qatar Airways will increase their global visibility and integration into football just a few months before the World Cup starts in Qatar and way beyond it too.”

Thierry Antinori, Qatar Airways’ chief commercial officer, added in a statement:

“Our connection with the club has gone from strength to strength, and the new season will feature Qatar Airways on the front of the club’s kits; one of football’s most recognised jerseys.

“Similar to Qatar Airways, the club has big ambitions in football, and we look forward to being a part of their success in the coming years.”

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Football Australia Announces Broadcasting Partnership with LIGR

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Image credit: Preston Lions FC

Football Australia has unveiled a partnership with Live Graphics Systems (LIGR) to establish a world-first centralised production and distribution model for over 3,500 matches annually across multiple competition tiers.

This ambitious undertaking is set to transform sports broadcasting efficiency whilst unlocking future commercial opportunities for Football Australia and its nine State and Territory Member Federations.

The collaboration comes as Football Australia prepares to kick off the Australian Championship this October.

In mid-2024, Football Australia began developing a new production strategy, defining requirements across multiple tiers of Australian football.

The strategy encompasses the Hahn Australia Cup, NSD and the top tier of Federation Competitions for both men and women (National Premier Leagues), Futsal and National Para-Football Championships included as well.

LIGR’s appointment followed a rigorous Request for Proposal (RFP) process, led by Football Australia in alliance with Member Federations, aimed at identifying a single partner capable of managing the complex scale.

LIGR, an Australian tech business recently acquired by European-based tech company Crionet, will provide technical and operational broadcast management, live monitoring and AI integration across Football Australia’s multi and single camera productions.

Additionally, LIGR’s world-leading streaming, graphics and highlights automation platform will enable seamless integration of key sponsors on broadcasts.

Football Australia Chief Executive Officer, James Johnson, highlighted the significance of the partnership.

“This partnership marks a defining moment in Australian football and represents a paradigm shift in the way the game is produced, distributed and commercialised both in Australia and abroad,” Johnson explained via Football Australia official press release.

“By unifying production across thousands of games and multiple tiers of competition, we are not only streamlining operations but also reshaping the future of football broadcasting in this country. This is innovation at scale.

“Through this centralised model, we are building long-term operational and cost efficiencies and can focus on building sustainable revenue streams for the connected football pyramid.”

Luke McCoy, CEO of LIGR, expressed enthusiasm about the partnership.

“At Crionet and LIGR, our mission is to disrupt the traditional sports production, streaming, and distribution landscape,” McCoy commented via Football Australia’s official press release.

“Our partnership with Football Australia and its State and Territory Member Federations represents a groundbreaking shift towards a truly aggregated model, marking a significant milestone for sports coverage in Australia.

“Our cutting-edge technology and innovative approach sets us apart, and we are excited to elevate the game, enhance fan engagement, and drive innovation across all levels of the sport.”

This multi-tier integration represents an unprecedented approach, as no other Australian rights holder has consolidated production across such a diverse range of competitions under a single centralised model.

This new centralised approach will allow the sport to optimise its production workflows and unlock new commercial opportunities in the evolving broadcast and streaming landscape.

An exciting development in increasing viewership and commercial viability for, as Football Australia’s 2024 National Participation Report confirmed, the most popular and fastest growing sport in the country.

Sydney FC and Arnotts Collaboration Enhances Team Spirit

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Sydney Arnotts
Image Credit: Sydney FC

Sydney FC have announced an impressive partnership with iconic Australian brand, Arnotts.

The collaboration will see Arnotts’ branding feature in a highly visible location on the back of the Sydney FC Men’s team shorts for the rest of the A-League 2024/25 season.

Sydney FC CEO Mark Aubrey expressed how valuable the partnership was to the Sky Blues.

“We are thrilled to bring Arnott’s on board as an official partner of Sydney FC,” he said via press release.

“This is a brilliant alignment between two recognised brands that specialise in creating moments that matter.”

We also both value the importance of a high performance, high integrity environment as well as standing for equality and diversity.

“I hope this will be the beginning of a long and trusted partnership, and we can’t wait to see where this journey takes us.”

From the collaboration, both Sydney FC and Arnotts will work on a special content series featuring the “Arnotts Moments Matter” campaign.

Arnotts Group CMO Jenni Dill highlighted how excited the organisation was for the partnership.

“This partnership builds on Arnott’s desire to support Australian’s on and off the football field with healthier and delicious lunch and snacking choices,” she said in a press release.

“Whether it’s a Vita-Weat with your favourite lunchtime toppings, or a pack of Snack Right Puffs on the way to game, we look forward to inspiring Sydney FC players and fans with more tasty and convenient ways to enjoy a snack or lunch.”

Further highlighting the importance of the brand deal, Arnotts branding will not only feature on the Sydney FC Men’s kit but will also appear on the LED screens on matchdays, presenting with Arnotts with highly desirable marketing material.

The Arnotts-Sydney FC partnership is yet another major landmark deal for the club in recent months, adding to collaborations with Guaraná Antarctica and WHEN Fertility.

 

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