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PSG signs record kit deal with Nike, breaks one million shirt sales

French Ligue 1 club Paris Saint-Germain has signed a new, record kit deal with US sportswear brand Nike.

Under the deal, Nike will continue as PSG’s technical sponsor for another eight years, until 2031-32. Nike will supply kit for both the men’s and women’s teams and PSG handball teams.

The deal is believed to be worth at least €60m ($68.3m) per year, more than PSG’s new front-of-shirt deal with AccorHotels, according to industry sources. This puts the deal among the top four kit partnership in Europe, alongside Barcelona, Real Madrid and Manchester United.

The value of PSG’s kit supply rights has risen dramatically in recent years, particularly after a record-breaking year for shirt sales this season.

PSG sold more than one million shirts in a single season for the first time in club history in 2018-19, following the launch of its Jordan x PSG range in September last year.

Speaking to SportBusiness Sponsorship, Fabien Allègre, director of brand diversification at Paris Saint-Germain, said: “Sales of Paris Saint-Germain official products have increased 400 per cent since 2011, driven by Paris Saint-Germain’s increasingly strong international reputation.

“In addition to the partnership with Jordan, which brings Paris Saint-Germain to many retail stores, particularly in North America and Asia, the club is also the first European team to open an official club shop in Tokyo.”

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The special edition Jordan x PSG strip was worn only for Champion League fixtures and featured the Jordan ‘Jump Man’ logo – a sub-brand of Nike.

PSG sold over 80,000 Jordan x PSG shirts in the first weekend after the launch, and over 150,000 shirts in the first month.

According to a report from Le Parisien, the first month’s sales alone brought an extra €15m in club revenue.

PSG’s strong shirt sales growth was also driven by the club’s increased appeal overseas, particularly in Asia and the US.

This season, largely due to the Jordan X PSG tie-up, shirt sales in the US grew over 470 per cent compared to last season.

Overall, more than half of all PSG shirts are now sold overseas, and that proportion is growing every year, according to a club statement.

Nike will launch its latest PSG kit next Monday morning on July 1.

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