The winning strategy of the PSG internationalization

The winning strategy of the PSG internationalization

Since the arrival of QSI in control of Paris Saint-Germain, the club operates a major shift in its communication strategy. Building on the reputation of the city of Paris, the leaders want to do the capital club a global brand.

Analysis of the figures of the geographical distribution of PSG fans on Facebook demonstrates that the club is now able to compete with the big European clubs. The proportion of his fans outside of the Hexagon continues to grow at breakneck speed

PSG in France

The figures speak for themselves. In March 2013, the club from the capital there were "only" 2.12 million fans, 41% of French fans; end of August 2014, this figure stood at 12.78 million fans, 14% of local fans (see methodology for obtaining these figures). Today, PSG is a popular club in France (certainly less than 1.9 million French fans that OM), but its strong ability to be talked about abroad illustrates the pay strategy its internationalization.

There are many reasons for this rapid development: recruitment planetary stars (Beckham, Ibrahimović, etc.), building charts, international tours ...

Some figures: PSG in France

1780649 French were like the PSG page

French fans represent 13.93% of PSG fans

6.36% of French registered on Facebook like PSG

PSG and fan communities

This internationalization is materialized by fan communities from countries where Facebook is developing fast. Thus, community PSG Facebook fans the most important comes from Brazil (15.5% of the fans, 1.98 million), followed by France (14%, 1.78 million) and Indonesia (12 , 4%, or 1.58 million).

The abundant Brazilian community is explained both by the recent recruitment of country stars (Lucas, Thiago Silva, David Luiz), the strong breakthrough of the US social network in Brazil (estimated at nearly 92 million MAU's (1) Facebook, 45% of the population) and PSG version of the site in the Brazilian language for several months.

However, the club from the capital still has a strong margin growth in Brazil, if we compare the community of Brazilian fans to the figures of FC Barcelona (4.4 million) and Chelsea (2 million)

Some figures: the top 8 PSG fans in the world

Brazil: 1,988,294 fans

France: 1,780,649 fans

Indonesia: 1,585,971 fans

Algeria: 773,616 fans

Argentina: 521,783 fans

Egypt: 475,781 fans

Morocco: 439,120 fans

Tunisia: 351,103 fans

PSG and its popularity in the world

Beyond the larger communities that make up the fan base of the PSG, the capital club is popular in most of the Maghreb countries. Touching including 11% of Algerians present on Facebook, PSG is popular in countries where the passion for football is important.

In France, it is 6.37% of French who are fans of the capital club (a figure close to that of the France team), which puts it in 11th place of the most popular clubs in their own country after Bayern Munich (7.70% of Germans are fans of Bayern).