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Deliveroo adds PSG to sponsorship portfolio

Food delivery company Deliveroo has entered into a partnership with French Ligue 1 football club Paris Saint-Germain.

The multi-year deal names Deliveroo as a premium partner of PSG’s men’s and women’s teams.

Deliveroo will benefit from brand exposure at PSG’s Parc des Princes stadium all year. In 2020, the company will also open a branded space at the stadium, where fans will be able to receive an exclusive food delivery service direct to their seats.

Additionally, Deliveroo will be promoted across PSG’s social media channels and regional networks.

The deal continues Deliveroo’s sponsorship drive, with the company having recently partnered with the English Football Association, Spain’s LaLiga, English Championship club Leeds United and AFL Aussie rules football team St Kilda.

Deliveroo’s deal with PSG comes after rival food delivery company Uber Eats earlier this year agreed a deal to assume title sponsorship rights to Ligue 1 for the 2020-21 and 2021-22 seasons. Uber Eats will replace Conforama as Ligue 1’s title sponsor.

Uber Eats then followed up its Ligue 1 deal by becoming the main shirt sponsor of PSG’s arch rival Olympique de Marseille. Uber Eats’ deal with Marseille will run for three seasons, from 2019-20 to 2021-22, and is worth close to €15m ($16.6m) per year.

Uber Eats recently caused a stir when it launched a campaign to promote its Marseille partnership on the Paris metro system. One poster included the message, ‘A survival kit post-remontada’ in reference to PSG’s infamous Champions League defeat to Barcelona in 2017.