Sponsorship and sport marketing on the Neymar Deal

This is the transfer we heard the most about this summer, Brazilian player Neymar 26 signed at Paris Saint-Germain for 222 million euros. We are going to see the transfer fees have important consequences for the player and the club. 

Some experts in the field of marketing, sponsorship analyze the most expensive transfer in the history of football.

For some the price of this transfer may seem excessive but it is necessary to know that the purchase of a football player by a club is perceived as an investment on which one will earn money.

Indeed, the Paris Saint Germain will take advantage of the large number of shirts that will be sold, opportunities for merchandise and mainly image rights.

The two questions we can ask ourselves today are:

Will the revenues that the club will derive make it possible to make profitable the cost of the transfer? Will this transfer enable the club to compete with the giants of sports marketing in this field such as Real Madrid or Fc Barcelona? What are the partnership opportunities that the club will benefit from after this transfer?

The general manager of the Licensing Industry Merchandisers' association recently declared that Paris Saint Germain had taken the time to analyze

He explains that when a big club invests this amount, plus the salary in a player as well known as Neymar, he is sure that the club took into consideration all the opportunities and revenues that this one is going to generate. For a player like Neymar, image rights are granted to the club under license as part of the player security agreement. That is to say that the club can therefore benefit from the revenue from the player's image, you can also include advertising.

Neymar is followed by more than 160 million people on social networks, so by being a player in PSG

It is difficult to say the exact image rights figures for a player like Neymar but for example last year, it should know that retail sales of licensed sports merchandising was over 24 billion dollars. Football, being the most popular sport in the world and Neymar one of the most famous players, it is to be expected that the PSG will receive substantial income.

This amount spent by the paris saint germain for the rising star of world football shows that the PSG wants to succeed and become a known brand by establishing a new market power. The purchase of the PSG shirt may not have been much in demand in the world, but now with the possibility of flocking the name Neymar behind, it is not the same thing.

Misha Sher, MediaCom's vice president of sport and entertainment, explains the transfer, which will make the PSG much more commercially competitive and increase its profile around the world and in the football world. The competition is very intense in this market, because a large number of clubs compete against the 5 best football players in the world. A victory for PSG.

This transfer also appears as a sales argument to attract advertisers and sponsors. Indeed, more and more channels and platforms will be interested in broadcasting League 1 because Neymar plays. 

The question now is whether the various revenues that the PSG will derive will make this transfer profitable, but one thing is on the long term, it already seems to the PSG to have taken a completely different dimension.