Six weeks with PSG: UCL glory, global growth, and a new chapter

Stephanie Centola

10th Jul 2025


It’s been a whirlwind few months for the WePlay team working on Paris Saint-Germain. PSG isn’t just a football club. It’s a global cultural force, one that sits at the intersection of sport, fashion, music and lifestyle. That influence comes with expectations, not just on the pitch, but across every touchpoint with fans. 

From wrapping up domestic success to finally lifting the UEFA Champions League trophy, this season offered more than silverware. It was a rare opportunity to turn major moments into long-term growth, for PSG, and for their commercial partners. 

At the heart of it all? Engagement, audience growth and revenue. 

Champions League: Turning hype into results 

Reaching the final in Munich was a landmark moment. But the job wasn’t to sit back and celebrate, it was to maximise the opportunity. We focused on capitalising on global attention and converting it into tangible value. 

Key actions included: 

  • Launching a global e-commerce campaign to drive D2C merchandise sales 
  • Using geo-targeted paid media to direct fans to online and physical retail 
  • Creating demand around the ‘Road to Munich’ drop, which sold out ahead of the final 

Behind the scenes, our creative, media and client service teams worked as a single unit. With fast-turnaround briefs landing daily, every campaign was fuelled by live data, informed by media insights and elevated through tailored creative. This wasn’t about broadcasting. It was about anticipation, FOMO, and momentum. Demand surged before the final and after PSG lifted the trophy, we pivoted quickly, driving a second wave of sales that cleared remaining stock. 

Discord: A front-row seat for the final 

While millions watched the Champions League Final on TV, some of PSG’s most dedicated fans were in it “together” on Discord. We’ve helped PSG grow a fully bilingual community on the platform, with dedicated French and international servers. Unlike traditional social platforms, Discord creates space for fans to talk to each other, not just react to content. As Doué scored his second goal to make it 3–0, fans were flooding the chat, posting reactions, voice-noting celebrations, and jumping on live threads. This wasn’t just passive viewing. It was participation. On average, fans engaged over 25 times* during the final run-in — a level of interaction and emotional investment you won’t find on any other platform. 

And that matters. Because when fans are this connected, they don’t just consume content, they buy, share, show up and stay. Discord is now one of PSG’s most valuable owned channels, with a community that can be activated again and again. 

 

Club World Cup 2025: From empty seats to a full house 

Next up, the FIFA Club World Cup, hosted in the United States for the first time, with 32 clubs participating. It’s been a major moment for global football. But with unfamiliar timings, high ticket prices and a summer heatwave, the tournament faced real challenges. When we took over the campaign, PSG’s first fixture had just 25% ticket uptake. The narrative wasn’t there, and the energy was missing. Our job was to flip the script ….. and fast. With experience delivering successful ticketing campaigns for AC Milan to SailGP and the Utah Jazz to Hospitality at Euro 2024, we brought a proven approach. We built a campaign rooted in relevance, urgency and one clear message: 

Come and watch the champions of Europe. 

We geo-targeted fans across America, adapted messaging by market, and pushed media across the right platforms at the right time. 

The result? 

  • PSG’s match attendance grew from 25% to over 80,000 fans in the stadium 
  • It became the most watched game of the tournament so far 
  • Paid campaigns helped shift perception, drive action, and bring new fans into stadiums 

This wasn’t just a visibility exercise. It was a case study in how cultural positioning, digital strategy and local execution can drive real-world outcomes. 

As the audiences have grown, so has the ambition, with PSG in the Club World Cup Final. The takeaway? Momentum matters. But measurable results matter more.

 

What’s next? 

With the 2024/25 season now in the books, the focus shifts to what comes next and for PSG, the ambition is only growing. 

Pre-season fixtures. New kits. Fresh partnerships. A global fanbase waiting to be reactivated. 

Our work will continue to centre on driving real outcomes across key verticals: 

  • Ticketing, with a renewed focus on home matches, international fixtures and Club World Cup momentum 
  • Merchandise, using launch moments and on-pitch performance to drive global sales 
  • Partnership activation, turning visibility into tangible value across new and existing sponsors 
  • Fan engagement, meeting supporters where they are — from stadiums to Discord, from Paris to Tokyo 

The foundation is built. Now it’s about scale, creativity and consistency — taking what worked, and making it work harder. 

 

Need more info? Contact us