At WePlay, innovation drives our approach to sports marketing. We help our partners grow and engage audiences by reaching fans on the right platforms in the right moments.  

Earlier this year, we worked with Paris Saint-Germain (PSG) on a groundbreaking initiative – a dedicated Discord server that would redefine how the French football champions connect with their global fanbase. This was not just another social media channel: it was an entirely new way of fostering meaningful, two-way communication between the club and its supporters. 

A Quality-Driven Approach 

PSG play with big numbers. With hundreds of millions of followers across the major social media platforms, the club has long established itself as a global brand. Discord, however, offered something different – a space where quality trumps quantity.  

The goal was to build an exclusive, engaging environment for genuine interaction, focusing on fostering deeper relationships with fans rather than chasing sheer scale. 

This philosophy aligned perfectly with the launch of Concorde, PSG’s digital collectibles collection, which celebrates the club’s storied legacy while embracing the future of digital interaction. The Discord server became a natural space to explore this ethos, blending innovation with exclusivity to give fans a unique place to engage with the club beyond the transactional dynamics common in traditional fan exchanges. 

Tapping Into a Unique Audience 

Discord’s origins as a platform built by and for gamers make it a particularly exciting tool for PSG. By joining Discord, the club is not only strengthening ties with existing fans but also tapping into a unique, highly engaged audience of digital natives. 

This opens up opportunities for PSG to deliver gamified content that resonates with the Discord community, through interactive experiences such as trivia challenges, live events, and rewards systems. It also places PSG at the intersection of sports, gaming, and entertainment – a strategic position that reflects a profound evolution in how fans consume their content. 

Taking Fan Engagement to the Next Level 

Recently, our collaboration reached new heights with a live activation at PSG’s iconic Parc des Princes stadium. Spearheaded by our Senior Account Manager JJ Lister, the event brought Discord’s digital energy to life in the heart of Paris. 

These proceedings were headlined by a live podcast. Five PSG stars took part in an intimate Q&A session, answering questions submitted directly by the Discord community. What could have just been a set-piece for the press instead became an opportunity for fans to connect with their favourite players in a personal and authentic way, demonstrating the power of direct fan-club communication that Discord makes possible. 

More Than Just Talk: Exclusive Rewards and Partnerships 

To make the event even more memorable, we incorporated exclusive giveaways, including signed PSG jerseys and limited-edition PSG x Jordan merchandise bundles. These prizes were provided by PSG’s new shirt sponsor, Snipes, and added to the feeling that fans were being included in something special. 

This partnership between PSG and Snipes further exemplified the powerful combination of digital and physical fan engagement. By bringing the Discord community into the Parc des Princes itself, and offering tangible rewards, we showed how Discord can seamlessly bridge online and offline fan experiences. 

The Bigger Picture 

For PSG, this Discord server is more than a platform: it’s the heart of a compelling strategy. It allows the club to directly interact with their most engaged supporters, creating a feedback loop that informs decisions, nurtures loyalty, and strengthens an enduring bond. 

At WePlay, we’re proud to have helped PSG take this bold step. It’s a perfect example of how sports organizations can move beyond traditional communication channels to foster meaningful, durable connections with their communities. 

By embracing Discord, PSG is pioneering a new approach to fan engagement – meeting supporters in the places where sports, gaming, and technology meet. The success of our live activation shows that this is just the beginning. As we continue to explore what’s possible with Discord and similar platforms, we look forward to taking more sports brands into a new era of conversation and community.