French soccer giants Paris Saint-Germain (PSG) have announced sneaker marketplace Goat as their new sleeve sponsor.
The terms of the deal were not disclosed, but L’Equipe and Bloomberg both reported that it is worth €50 million to the Ligue 1 side over three years.
Goat will initially be an official partner of the club before joining US sportswear company Nike and hotel chain Accor as one of PSG’s principal partners from July when the company’s logo will feature on the sleeve of the team’s match, training and warm-up kits.
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It will take over the inventory from Qatar National Bank (QNB), which is PSG’s sleeve sponsor for the current season.
The new deal will also see PSG become the first sports team to have their own dedicated space on Goat’s e-commerce platform, which the club said will offer merchandise and accessories ‘from the past, present and future’.
It furthers PSG’s relationship with the fashion world, building on the club’s collaboration with Nike’s Jordan Brand and partnerships with premium labels such as Dior.
Marc Armstrong, PSG’s chief partnerships officer, described Goat as “the ideal partner for the club”.
He added: “It reinforces our position as an icon of sport and style with fans around the world. Together, we will develop exciting and creative experiences to appeal to fans wherever they are.”