Former PSG star Lionel Messi named among the most influential figures in sport

Paris Saint-Germain is a club known for its ambition to become the best team in the world. In their quest to achieve this, Qatar Sports Investments, the majority shareholders of the Parisian club, have secured numerous commercial and sporting agreements that have elevated PSG to another level over the past decade.

Already the most successful team in Ligue 1 with 12 titles, as well as in the Coupe de France with 15 trophies, PSG is also, though some may not realise it, the club with the most official European titles. They are tied with Olympique de Marseille in this regard. While the latter has one Champions League, the Parisians have a Cup Winners' Cup (UEFA Cup Winners' Cup) from 1996.

Among the significant deals secured by PSG is the signing of what many consider the greatest player in the history of the sport, Lionel Messi. In the summer of 2021, the Parisians capitalised on the poor management of FC Barcelona, which was unable to renew the contract of the Argentine star, and offered him a two-year contract to don the Rouge & Bleu colours for two seasons.

Lionel Messi achieved impressive statistics during his time in the French capital. The Argentine amassed 32 goals and 34 assists in 75 matches, securing three titles and also scoring four doubles. Despite these commendable numbers, Messi faced criticism, particularly for his first season, where he managed only 11 goals in 34 appearances.

Nevertheless, while Messi's contributions were certainly noticed on the sporting front, it was his impact on the commercial and media aspects that left the most significant mark on PSG. The club's marketing director at the time, Marc Armstrong, explained:

"The arrival of Messi has acted as an accelerator for several ongoing negotiations and has made it possible to further increase our brand value, whose attractiveness we have already observed for several years with the signing of ALL and the long-term renewal of Nike. The club will certainly break its historic record for sponsorship revenue."

Former PSG star Lionel Messi named among the most influential figures in sport

Indeed, a recent report by L'Equipe (h/t Yahoo Sports) highlights the impact of Messi's departure from PSG. The French outlet reports that since the departure of Lionel Messi, PSG has struggled to generate the same level of media attention, leading to a notable decline in shirt sales. Additionally, both the club and Ligue 1 are experiencing reduced influence in securing sponsorships and international television contracts.

It’s no surprise that Lionel Messi has been included in Sports Illustrated’s updated list of the 50 most influential figures in sport. “As his illustrious career approaches its end, the former Barcelona star has shown he isn’t done adding to his legacy just yet,” explains Andrew Gastelum in the article.

It’s clear that Lionel Messi transcends the world of football, and this recognition is testament to that. Alongside him, Florentino Perez, president of Real Madrid, and current Real Madrid midfielder Jude Bellingham, are among the few football figures to appear on Sports Illustrated’s list. Clearly, transitioning from football to global stardom is no easy feat.

Meanwhile, PSG continues with its post-star phase, although it hasn’t neglected media strategies. While the Parisian board focuses on the sporting aspect, signing players only with the coach's approval to meet the club’s objectives, they have also made moves that have significantly benefitted them commercially.

Specifically, these moves involve three signings: Kang-In Lee, Matviy Safonov, and Willian Pacho. These acquisitions are drawing the attention of hundreds of thousands, if not millions, of fans in South Korea, Russia, and Ecuador, markets PSG had never explored so thoroughly before.