French liquor company Pernod Ricard recently announced the cancellation of a new sponsorship deal with Paris Saint-Germain due to protests from Marseille. This decision came after strong objections from Marseille fans, who felt that the anise-flavored aperitif pastis, which is closely associated with their city, should not be aligned with PSG.
The cancellation of the sponsorship deal sparked a wave of public outcry, with supporters of Marseille taking to social media to express their disappointment. The hashtag #boycottPernodRicard quickly gained traction as fans felt betrayed by a company that prides itself on its Marseille roots. Even Marseille Mayor Benoit Payan weighed in on the issue, demanding an explanation from Pernod Ricard.
In response to the backlash, Pernod Ricard’s CEO, Alexandre Ricard, made the decision to scrap the four-year sponsorship deal. He cited the importance of listening to the concerns of the company’s stakeholders, including employees, customers, and shareholders, as well as honoring his family’s legacy. Despite the initial intention to promote the company’s whisky and champagne brands globally, the deal was ultimately called off.
The roots of Pernod Ricard can be traced back to Marseille, where Paul Ricard first commercialized pastis under his name in 1932. The merger of Pernod and Ricard in 1975 solidified the company’s position in the French liquor market. Alexandre Ricard emphasized the strong ties between Ricard’s history and Marseille, highlighting the decision to cancel the partnership as a heartfelt gesture.
Following the announcement of the scrapped deal, some Marseille fans vowed to stop consuming pastis altogether, while others considered switching to rival brands. Calls for a broader boycott of Pernod Ricard’s extensive portfolio of wine and spirits brands emerged as fans sought to demonstrate their loyalty to Marseille. Despite Pernod Ricard’s assertion that the sponsorship was not intended to focus on pastis, the backlash was swift and widespread.
The PSG-Marseille Rivalry
The rivalry between PSG and Marseille is deeply rooted in French football history, dating back to the 1990s. While PSG has enjoyed recent success following investment from Qatari owners, Marseille remains a formidable opponent with a rich sporting legacy. The canceled sponsorship deal would have covered PSG’s men’s and women’s football teams, as well as its handball division, underscoring the significance of the partnership within the realm of French sports.
Pernod Ricard’s decision to rescind its sponsorship agreement with PSG in response to Marseille’s objections underscores the importance of honoring regional identities and historical connections in the world of sports marketing. The controversy surrounding pastis and its association with Marseille serves as a reminder of the passionate fan bases that define the landscape of professional sports.
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