Pernod Ricard has scrapped its recently proposed sponsorship deal with top French football team Paris Saint Germain (PSG) after outrage from rival fans.

The spirits giant announced the four-year partnership with PSG on Monday (2 September) to feature its entire portfolio of brands, including Absolut vodka and Martell Cognac.

However, today (5 September) Pernod Ricard revealed a backlash from fans of PSG’s rivals Olympique de Marseille had prompted it to pull out of the deal.

Pernod Ricard’s anise-flavoured aperitif brand Ricard Pastis originates from Marseille and is heavily associated with the city’s identity.

Alexandre Ricard, chairman and CEO of Pernod Ricard, said: “I have taken this decision for the group and after listening to the people who make it a success, including our employees in France, our customers, our shareholders, and above all, my family.

“For over 90 years, Ricard's history has been inextricably linked with Marseille, where it was born. Those roots are strong, and they run deep, so the decision that I'm taking today comes from the heart.”

The reaction to the deal was so intense that disgruntled Marseille fans vowed to stop drinking the Marseille-based beverage with the hashtag #boycottPernodRicard spreading on social media.

“I'm sure that everyone who has worked on this project will understand my choice,” the chief executive added. “Pernod Ricard will continue to proudly claim its origins and the sincerity of the bonds that unite our brands with their communities.”

The Jameson whiskey owner has been expanding its partnerships with sports teams recently.

Last month, Pernod Ricard struck a deal with English football team Arsenal to have its Chivas Regal brand become the “Official Whisky Partner” of the north London club.

Before that, the Jameson brand became the official partner of the English Football League.

Last month, Pernod Ricard acquired a minority stake in Formula One driver Lewis Hamilton’s non-alcoholic agave brand Almave.

Hamilton developed Almave with Mexican drinks incubator Casa Lumbre and investment firm Cooper, launching the product last year.

"Pernod Ricard backs out of Paris St Germain tie-up after rival fans outcry" was originally created and published by Just Drinks, a GlobalData owned brand.

 

The information on this site has been included in good faith for general informational purposes only. It is not intended to amount to advice on which you should rely, and we give no representation, warranty or guarantee, whether express or implied as to its accuracy or completeness. You must obtain professional or specialist advice before taking, or refraining from, any action on the basis of the content on our site.