PSG forced to cancel global partnership after backlash from Marseille

Just three days after announcing a global partnership with PSG, Pernod Ricard has decided to end the collaboration in response to the "strong emotions" it stirred in Marseille.

Pernod Ricard, the official wine and spirits supplier for PSG's hospitality program for over 10 years, had signed a four-year official partnership with PSG on Monday, set to last until 2028, to promote its whisky and champagne brands internationally.

However, the group, deeply connected to Marseille and best known for its pastis, has reversed its decision following the uproar caused by the partnership in the Marseille community. OM supporters called for a boycott on social media, the mayor of Marseille expressed his outrage, and the granddaughter of Paul Ricard, the iconic founder of the brand, also voiced her indignation on LinkedIn, writing, "When business betrays its roots, it tarnishes its history and risks its future."

PSG forced to cancel global partnership after backlash from Marseille

This Thursday, the group's CEO, Alexandre Ricard, decided to terminate the partnership:

"I made this decision for the Group, taking into account those who contribute to its success, including our employees in France, our clients, and our shareholders, with my family at the forefront. Ricard's history has been intertwined with Marseille for over 90 years, where it was born, grew, and found inspiration."

"This bond is stronger than anything. Therefore, this is a decision from the heart that I make today. I am confident that those who worked on this project will understand my choice. Pernod Ricard will continue to proudly assert its origins and the sincerity of the ties that bind our brands to their communities."

As of now, PSG has not yet responded to the announcement of the end of its partnership with Pernod Ricard. According to Bruno Salomon, a journalist for France Bleu Paris, PSG remains on good terms with the group, which has been a partner of the club for over 10 years, as mentioned earlier. He suggests that Pernod Ricard has obligations to fulfill towards PSG and that the situation might lead to a "realignment" of the partnership.