Paris Saint-Germain
CASE STUDY
Scaling global PSG fandom into revenue, engagement and loyalty
Overview
Paris Saint Germain is one of the most followed football clubs in the world, with a rapidly expanding international fanbase and growing commercial ambition beyond matchday.
Since 2019, WePlay has partnered with PSG to lead ticketing, paid media and direct to consumer marketing, translating global fan demand into measurable engagement and commercial growth.
Challenge
As PSG’s global audience continues to expand, the opportunity is to convert that reach into sustained commercial value.
From domestic fixtures and European nights to global tournaments, the club needs a responsive model that connects audience demand with ticketing, ecommerce, partner activation and fan engagement across different markets.
Approach
Working alongside PSG’s internal teams, WePlay leads the club’s performance marketing strategy across ticketing, paid media and direct to consumer marketing.
Campaigns are tailored by fixture profile, geography and fan behaviour, allowing investment to move dynamically towards the moments that deliver the strongest commercial return.
Alongside this work, WePlay designs, launches and manages PSG’s global Discord community, creating a culturally native platform where fans connect with the club year round and strengthening PSG’s direct relationship with its global audience.
Services
Performance media strategy
Audience segmentation
Ecommerce and D2C activation
Partnership activation services
Community strategy and Discord management
Results
PSG continues to strengthen its ability to convert global fan demand into matchday attendance, digital engagement and commercial performance.
Across competitions and markets, the club now operates a more responsive ticketing and direct to consumer model, while its global Discord community has become an important engagement platform beyond the stadium
ROAS for matchday ticketing
ROAS on PSG e-commerce campaigns
discord server messages as PSG lifted the UEFA Champions League Trophy
