Paris Saint-Germain
WePlay delivers an ambitious direct-to-consumer growth strategy for Ligue 1’s most successful club, Paris Saint-Germain.
Paris Saint-Germain
WePlay delivers an ambitious direct-to-consumer growth strategy for Ligue 1’s most successful club, Paris Saint-Germain.
WePlay has been working with Paris Saint-Germain since 2019 as their global digital media agency. What began as a performance marketing partnership has evolved into a long-term strategic relationship focused on helping PSG unlock direct-to-consumer (D2C) growth across every fan touchpoint.
We lead the club’s media buying and creative output across global digital campaigns, driving performance across ticketing, retail, memberships, the official app, and now, community engagement through Discord.
We lead PSG’s full-funnel D2C strategy, combining global media buying and creative production to drive growth across every fan touchpoint. From matchday revenue to merchandise, memberships and app engagement, our work turns attention into action.
We’ve helped scale PSG’s digital audience, drive e-commerce growth, and deepen fan relationships through high-performing campaigns. In 2025, we capitalised on the club’s treble-winning season and Champions League triumph with rapid creative deployment, resulting in record merchandise sales and sold-out drops. Discord played a central role, connecting fans in real-time and linking community with commerce.
Our ongoing role includes:
- Global media buying across social, search, display and video
- Creative production across paid, owned and community platforms
- Ticketing, merchandise and membership campaign strategy
- App growth and CRM lead generation
- Stadium tour promotion and conversion
- Community building and live activations via PSG’s official Discord server
Our work with PSG is a testament to the strength of our growth initiatives and digital marketing expertise. During our collaborative growth partnership, we have successfully delivered:
20x
ROAS for matchday ticketing
7x
ROAS on PSG e-commerce campaigns
47m
Tiktok followers
16m
new Instagram fans
