French spirits company Pernod Ricard cancels sponsorship of Paris Saint-Germain

On September 5, 2024, French spirits company Pernod Ricard announced the cancellation of a new sponsorship agreement with Paris Saint-Germain. Pernod Ricard is known for its anise-flavored aperitif pastis. This cancellation of sponsorship is a decision made after protests in Marseille.

Fans of Marseille, the arch-rival of Paris Saint-Germain, were dissatisfied with Pernod Ricard's cooperation with Paris Saint-Germain because they considered pastis to belong to Marseille. Pernod Ricard said in a statement that in the face of a strong emotional reaction, it terminated the global agreement announced this week.

For a long time, Marseille has been closely associated with pastis. When Pernod Ricard announced its cooperation with Paris Saint-Germain, the hashtag "#BoycottPernodRicard" spread on social media, and the mayor of Marseille also asked Pernod Ricard for an explanation. Pernod Ricard CEO Alexandre Ricard decided to cancel the four-year sponsorship, saying that this decision was for the group and took into account the opinions of all parties.

Pastis is especially popular in the south of France. It was commercialized in 1932 by Paul Ricard, a native of Marseille. Pernod Ricard was founded in 1975 by the merger of two companies that brought French anise liqueur. Alexandre Ricard said that Ricard's history is closely linked to Marseille, and his decision is from the heart.

When the agreement was announced, dissatisfied fans said they would stop drinking pastis or switch to competing brands. Some also called for a boycott of more than 240 brands in Pernod Ricard's global product portfolio. Pernod Ricard insists on having a global influence. The agreement was originally intended to promote its whisky and champagne brands internationally, not pastis.

Paris Saint-Germain and Marseille are two giants of French football and have fierce competition. Paris Saint-Germain did not immediately respond to Pernod Ricard's withdrawal, but a source close to the club expressed surprise and will look for ways to continue to pursue long-term cooperation. This four-year agreement was supposed to start this season and cover the men's, women's and handball teams of Paris Saint-Germain.