On the sidelines of the opening of a PSG pop-up store in London, general manager Victoriano Melero explained the club's development strategy and its ambition to compete with international brands like Ferrari or the Lakers.

More than a football club. For several years now, PSG has decided to develop its international image by partnering with globally renowned brands like Jordan, as well as artists from around the world across the music, fashion, and art scenes.

An ambition as much as an obligation for a PSG that aims for one billion euros in revenue within five years, after generating 837 million euros in receipts last season, according to the latest study by the financial expert firm Deloitte.

A study that places PSG in 4th place among the most financially powerful clubs over the past season, behind Bayern Munich (860.6 million euros), FC Barcelona (974.8 million euros), and Real Madrid (1.16 billion euros), but ahead of Liverpool, Manchester City, Arsenal, and Manchester United, for example.

A turnover that is explained by PSG's incredible 2024/25 season, but also by its excellent commercial revenues. PSG general manager Victoriano Melero explained this week to the Daily Telegraph the club's strategy regarding precisely the development of its brand image on the sidelines of the launch of a "lifestyle" pop-up store in London.

Aware that it can never become the number one club for a young English supporter, PSG has the stated ambition of becoming their favorite foreign club. For that, it is not enough to lift the Champions League and have stars in its squad, even if that certainly helps. "They see us play on television, in the Champions League, and we want to transform a brand they like into a brand for life. By getting children to play football with Paris Saint-Germain, they will become our supporters forever," Melero explains, referring to the 1,500 children who play in PSG's academies in England and Wales.

But to become a trendy brand among young English people and around the world, PSG also and above all uses culture and its collaborations with renowned artists to attract new supporters. Even at the risk of alienating its historic fans, primarily attracted by football? For Melero, this is a false debate, for at least two reasons.

The first is rather spiritual and linked to PSG's history: "If you look at the club's history, you'll see that it was created by fashion designer Daniel Hechter and Jean-Paul Belmondo in 1970," he explains to the Daily Telegraph. "From the club's beginnings, fashion and art were therefore present, with a movie actor at the time."

The second reason is more commercial. To exist at the very highest level and hope to rival its European competitors, PSG can no longer afford to be just a simple football club, especially with a stadium smaller than those of its competitors, which it does not own, and with national TV rights that are ridiculous compared to those of its European neighbors.

"On the field, we compete with teams like Juventus and Manchester United, and in the brand market, we compete with, for example, the Los Angeles Lakers," Melero confides before taking another image: "When you see the New York Yankees cap, everyone thinks it comes from New York, but actually no, it comes from the team (the Yankees). On this point, certainly, we compete with them. But I would even go so far as to say that currently, we compete with a brand like Ferrari."

For Melero, "Ferrari is a good example. It is, of course, an automobile manufacturer, then a Formula 1 team, and finally the Ferrari brand. Very few people can afford a Ferrari, but they develop an entire market of derivative products around the brand. It is also a source of inspiration for us."

And when asked if there is not a risk that the glamorous brand desired by the club is too out of step with the reality of an average football supporter, Melero responds: "I don't really believe so. To use the Ferrari example again, you don't stop being a fan because the car costs a million euros."

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