Professor Anita Elberse, famous for her experience in sports, media and entertainment, and Harvard graduate David Moreno visited the club previously in the 2019–20 season, conducting a series of interviews with President Nasser Al-Khela-fi, club management, first team and youth management, and our main spouse Accor Live LimitlessArray among other stakeholders.
The 30-page independent studio examines the club’s meteoric rise and its ambitious efforts in and out of the box to elevate its position as one of the world’s most renowned sports logos. The work will pay special attention to the advertising expansion of Paris Saint-Germain and efforts to diversify and internationalize the industry-leading logo, investments in fundamental infrastructure, the incorporation of hospitality in the stadiums and logo of the new educational center, as well as investment in club skills. policy (through team sports for youth and advertising staff).
Excerpts from the case, reflecting the club’s strategic direction and upcoming results, include:
– “In March 2020, almost nine years since QSI acquired the PSG in 2011, the effects of the club’s new strategic direction were obviously visual, on and off the pitch.”
– “The investment [of the club] has been worthwhile and off the court. Since 2011, PSG has amassed 22 national trophies, adding six French league titles and four French Cups. And the club had progressed in the ranking of the most successful football clubs in Europe, now winning fifth place.”
– “In the business aspect, the PSG had shown an expansion since the acquisition of QSI. Turnover increased from 95 million euros in the 2010-11 season to 637 million euros in the 2018-2019 season.”
– “Thanks to improved seats and reception, in-shape turnover has quadrupled from 24 million euros in 2010-11 to 115 million euros in 2018-19.”
– “Revenues, sponsorships, vending and alliances exceed more than 12 times, from 26 million euros to 366 million euros in 8 years”.
– “PSG’s presence on social media also increased considerably. While the club had half a million subscribers across all platforms in 2011, this number reached nearly 81 million subscribers by 2020.”
– “PSG leaders need to be more broadly linked with other cultures beyond football, with other sports, but also with fields such as fashion, music, film and television, and art.”
Harvard Business is a school widely identified as the world’s leading advertising educational institution, a pioneer in enlightened leadership in strategy, administration, marketing, and other business disciplines. The school was guilty of creating the first MBA elegance in 1908. “It has been an emotion to welcome Professor Elberse to our club and give him the opportunity to carry out a frank review of the history of Paris Saint-Germain until now. “President Nasser Al-Khela-fi said.
“We are very proud of the speed and scale of progress made since 2011, and our goals today for the club are as wonderful as they have ever been. Elevating the club to its current prestige has been very complicated on a non-public level, but really rewarding. Paris Saint-Germain will continue its quest to be one of the 3 most sensitive sports venues in the world, in all aspects: revenue, brand strength, social impact and, above all, sporting success We look forward to making the growing number of passionate and unwavering fans from around the world proud.
“Paris Saint-Germain: Building one of the world’s leading sports brands” is now available and can be discovered on the Harvard Business Review website.
ABOUT PROFESSOR ANITA ELBERSE:
Anita Elberse is the Lincoln Filene Professor in Business Administration at Harvard Business School. Professor Elberse develops and teaches an MBA course covering “entertainment, media and sports companies”, which is among the most requested courses in the school curriculum, and chairs a short executive education program, also called “The Entertainment, Media and Sports Business”. She chairs a semester tutoring program, “Crossover Into Business”, designed in particular for professional athletes. He also runs the Summer Venture in Management program for minority students. Poets – Quants named her one of the most sensible business school teachers in the world under the age of 40, and has won several coaching awards from Harvard Business School and its students. In 2016, she won the outstanding case teacher award at the Case Center global competition, also known as the “Oscars of Commercial Education”.
In her research, Professor Elberse’s specialization is to understand what drives good product fortune in the entertainment, media, sports and other arts industries, and how corporations can manage products and skill well in those sectors. Professor Elberse has conducted case studies on dozens of entertainment corporations, personalities and other entities, adding Walt Disney Studios, Marvel Enterprises, Nike, Dwayne Wade, LeBron James, Dwayne ‘The Rock” Johnson, Sir Alex Ferguson, Giannis Antetokounmpo and Milwaukee Bucks, Spotify, Live Nation and Pharrell Williams, and many others.
Several of his case studies are described in his first sales book, Blockbusters: Hit-making, Risk-making, and the Big Business of Entertainment, which Amazon named as one of his 2013 books.