French liquor company Pernod Ricard recently announced a new sponsorship deal with Paris Saint-Germain, which sparked outrage among fans of rival team Marseille. The deal, which included global sponsorship, was quickly scrapped due to the intense backlash from Marseille supporters who felt a strong connection to the anise-flavored drink.
Marseille fans took to social media to express their disappointment and betrayal by Pernod Ricard, a company that boasts about its Marseille origins. The hashtag #boycottPernodRicard quickly spread as fans vowed to stop consuming the drink or switch to rival brands. Even Marseille Mayor Benoit Payan got involved, requesting an explanation from the CEO of Pernod Ricard.
The Company’s Decision
In response to the overwhelming emotions stirred up by the sponsorship deal, Pernod Ricard’s CEO, Alexandre Ricard, made the decision to cancel the four-year partnership. Ricard acknowledged the importance of Marseille to the company’s history and stated that the decision came from the heart, reflecting the deep ties between the brand and the city.
Historical Context
Pastis, the traditional French liqueur associated with Marseille, holds a significant place in the city’s culture and heritage. Paul Ricard, a native of Marseille, commercialised the drink under his name in 1932, cementing the link between the brand and the city. The merger of Pernod and Ricard in 1975 further solidified Marseille’s connection to the company.
Global Impact
Although pastis is consumed throughout France, its popularity is especially pronounced in the southern regions where Marseille is located. Pernod Ricard, with its vast portfolio of over 240 brands, has a global reach that extends beyond France. The company clarified that the initial agreement was intended to promote its whisky and champagne brands globally, not pastis.
Paris Saint-Germain and Marseille have long been fierce rivals in French football, with their rivalry intensifying during the 1990s. Despite PSG’s recent dominance following investment from Qatari investors in 2011, Marseille remains a formidable competitor with a rich history, including winning the Champions League in 1993. The canceled sponsorship deal would have covered PSG’s men’s and women’s football teams as well as handball.
The Marseille-Pernod Ricard partnership controversy highlights the passionate loyalty of sports fans and the importance of cultural connections in business decisions. Pernod Ricard’s decision to cancel the deal demonstrates the power of public opinion and the lasting impact of historical ties between brands and communities. Moving forward, both companies will need to carefully consider the implications of their partnerships and the emotional resonance they have with their audiences.