French liquor company Pernod Ricard recently found itself in the midst of a controversy after announcing a new sponsorship deal with Paris Saint-Germain. The deal, which was supposed to be a global partnership, was swiftly scrapped due to protests from Marseille fans. Marseille, being the bitter rival of PSG, felt that the anise-flavored aperitif pastis, which is synonymous with their city, should not be associated with their rival. This led to fans launching a boycott campaign against Pernod Ricard, with the hashtag #boycottPernodRicard gaining traction on social media.
Pernod Ricard’s Response
In response to the backlash, Pernod Ricard issued a statement explaining that they were ending the sponsorship deal due to the strong emotions it had stirred up among Marseille fans. Alexandre Ricard, the CEO of Pernod Ricard, emphasized that the decision was made after listening to the concerns of various stakeholders, including employees, customers, and shareholders. He highlighted the long-standing historical connection between Pernod Ricard and Marseille, acknowledging the importance of upholding that relationship.
Pastis, the French liqueur that is at the center of this controversy, has deep roots in Marseille. The drink was commercialized by Marseille native Paul Ricard in 1932, eventually leading to the creation of Pernod Ricard in 1975 through a merger between Pernod and Ricard. Alexandre Ricard stressed the enduring link between Ricard’s history and Marseille, stating that the decision to end the sponsorship deal was made out of respect for this longstanding connection.
The announcement of the sponsorship deal caused outrage among Marseille fans, with many vowing to boycott Pernod Ricard products or switch to competing brands. Some even called for a broader boycott of the company’s extensive portfolio of wine and spirits brands. Despite Pernod Ricard’s assertion that the deal was meant to promote its whisky and champagne brands internationally, the association with PSG and the negative reaction from Marseille fans led to its abrupt cancellation.
Rivalry in French Football
The rivalry between PSG and Marseille goes beyond the realm of sponsorship deals, extending deep into the world of French football. Both clubs have a storied history and passionate fan bases, with Marseille being the only French team to have won the Champions League in 1993. However, PSG’s rise to prominence following a takeover by Qatari investors in 2011 has shifted the balance of power in French football. Despite this, the rivalry between the two clubs continues to evoke strong emotions and loyalty from fans on both sides.
The controversy surrounding Pernod Ricard’s sponsorship deal with PSG serves as a reminder of the powerful influence that history, identity, and regional pride can have on consumer behavior and brand loyalty. It also highlights the delicate balance that companies must strike when navigating partnerships in the world of sports and entertainment, where allegiances and emotions run deep.