French liquor company Pernod Ricard has decided to cancel a new sponsorship deal with Paris Saint-Germain after facing backlash from fans of bitter rival Marseille. The deal, which was announced earlier in the week, was scrapped due to the strong emotions it aroused among Marseille supporters. Marseille has a long history with the anise-flavored liqueur called pastis, leading fans to feel betrayed by Pernod Ricard’s decision to partner with PSG. The hashtag #boycottPernodRicard started trending on social media as fans expressed their displeasure.
The CEO of Pernod Ricard, Alexandre Ricard, made the decision to cancel the four-year sponsorship agreement after listening to feedback from various stakeholders, including employees, customers, and shareholders. He emphasized the strong ties between the company and Marseille, where the drink was first commercialized by Paul Ricard in 1932. Ricard acknowledged the deep-rooted history of the brand in Marseille and expressed his decision to cancel the deal as a heartfelt one, ensuring that the company will continue to uphold its origins and community connections.
While pastis is consumed throughout France, it holds a special significance in Marseille, where the drink originated. Pernod Ricard was formed in 1975 through the merger of Pernod and Ricard, two renowned French anise-based spirits. The company’s decision to enter into a sponsorship deal with PSG, a rival of Marseille, sparked outrage among fans who felt that the brand’s association with Marseille was being undermined. The cancellation of the deal reflects the company’s commitment to honoring its roots and maintaining the authenticity of its brands.
Despite Pernod Ricard’s claim that the sponsorship deal was initially intended to promote its whisky and champagne brands internationally, fans of Marseille were not convinced. Many supporters vowed to stop consuming pastis or switch to rival brands in protest, while others called for a boycott of the company’s extensive portfolio of wine and spirits. The tense rivalry between PSG and Marseille in French soccer, dating back to the 1990s, only added fuel to the controversy. Marseille, the only French team to have won the Champions League, has struggled to keep up with PSG since the latter was acquired by Qatari investors in 2011.
PSG, the reigning powerhouse in French soccer, is yet to publicly respond to Pernod Ricard’s decision to withdraw from the sponsorship deal. However, a source close to the club expressed surprise at the move and indicated that PSG would explore alternative ways to establish a long-term partnership. Pernod Ricard has been an official provider of wine and spirits to PSG’s hospitality program for over a decade, and the canceled agreement would have covered the men’s and women’s soccer teams as well as the handball team. The abrupt end to the deal has sparked discussions about the future of sponsorships in sports and the importance of respecting historical affiliations and community sentiments.
