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PSG seals Bulk Homme partnership in Asia

Japanese men’s skincare brand Bulk Homme has signed up as a regional sponsor of French Ligue 1 football club Paris Saint-Germain in Asia.

The agreement will run for two years, covering the 2019-20 and 2020-21 seasons.

Among the activations, the Bulk Homme brand will receive exposure on LED panels around the pitch at the Parc des Princes for Ligue 1 matches that are broadcast across Asia.

PSG said in a statement that more than a quarter of the club’s global followers are based in Asia.

“This partnership shows the club’s increasing attractiveness in the continent and is perfectly in line with the PSG’s ambitious strategy in Japan that included this year the successful opening of an official store in Tokyo, which is a first for a European club and also the launch of the club’s website in Japanese,” Sébastien Wasels, managing director of PSG Asia-Pacific, said.

“Ever since the opening of the club’s APAC office, PSG has been one of the most dynamic clubs in the region. Several exciting projects are in the pipeline, some of which will be announced during the club’s forthcoming tour in China this summer.”

Bulk Homme managing director Takuya Noguchi added: “We are planning to develop a few joint projects, such as creating collaborative products by integrating two brands both inside and outside Japan.”

PSG striker Kylian Mbappé was unveiled as a brand ambassador of Bulk Homme earlier this week.

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