A recent announcement by the French liquor company Pernod Ricard regarding a sponsorship deal with Paris Saint-Germain (PSG) has caused outrage among Marseille fans. The deal involved promoting Pernod Ricard’s global brand, which includes the anise-flavored aperitif pastis. Marseille, the bitter rival of PSG, has a deep-rooted connection with pastis, causing fans to feel betrayed by the company. The issue escalated quickly, leading to the cancellation of the sponsorship agreement.
Emotional Response from Marseille Fans
Fans of Marseille took to social media to express their displeasure with the deal, using the hashtag #boycottPernodRicard to voice their concerns. The fans felt that pastis, being synonymous with Marseille, should not be associated with their rival team. Marseille Mayor Benoit Payan even intervened, seeking an explanation from Pernod Ricard. The emotional response from the fans played a significant role in the company’s decision to end the sponsorship deal.
CEO Alexandre Ricard stated that the decision to cancel the four-year sponsorship agreement was based on feedback from various stakeholders, including employees, customers, and shareholders. Recognizing the emotional attachment of Marseille to pastis, Ricard decided to prioritize the sentiments of the community over the commercial partnership. The history of pastis and Marseille’s association with the drink were pivotal factors in the reversal of the deal.
Despite the cancellation of the sponsorship deal, Pernod Ricard reiterated its pride in the Marseille origins of the brand. The company emphasized the strong historical ties between Ricard and Marseille, dating back to the commercialization of pastis in 1932. Alexandre Ricard reaffirmed the importance of honoring the connection with Marseille and respecting the sentiments of the community.
The announcement of the sponsorship deal sparked outrage among Marseille fans, leading to calls for boycotting Pernod Ricard products. Fans threatened to switch to rival brands or abstain from consuming pastis altogether. The incident highlighted the emotional connection between sports teams and their fans, showcasing the power of brand loyalty and community sentiment in shaping consumer behavior.
The rivalry between PSG and Marseille in French football has a long-standing history, with both teams enjoying significant popularity. The cancellation of the sponsorship deal by Pernod Ricard underscored the intense emotions associated with the rivalry between the two clubs. Despite Marseille’s past successes in football, PSG’s recent dominance has tilted the competitive balance between the teams, adding fuel to the passionate rivalry.
The controversy between Pernod Ricard and Marseille fans serves as a reminder of the profound connection between brands, communities, and historical legacies. The decision to cancel the sponsorship deal reflects the influence of fan sentiment and local pride in shaping corporate partnerships. Moving forward, companies must navigate carefully to uphold the integrity of their brand while respecting the cultural significance and emotional ties of the communities they engage with.
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