The Masterplan Behind The Messi Transfer

when lionel messi was announced to join psg the footballing world went mad images that just a few weeks ago seemed impossible leonel messi introduced as a psg player on wednesday perez had the most valuable squad in the world 20 million new followers on social media and thousands of shirt sales within hours the pictures of people waiting in lines in front of the psja stores rival the heyday of the iphone or the most hyped sneaker launchers what if this is just a thought this was all part of a bigger plan a few months earlier psg’s president voted and fought against the super league at first sight it was about protecting football tradition and the greater good of the fans but it was also a strategic move to build the psg brands and even more important it led to psja being in the prime position to sign one of the best players of all time without paying one cent of transfer fees to their competitor very pleased and very happy that you know we achieve what we want welcome to athletic interest in this video we look into the rise of paris saint-germain and how their strategy the failed super league and the greatest transfer saga of all time shake up the balance of european football psja’s commercial strategy can be condensed into one simple phrase collaborate and disrupt officials at park de prise understand that the most effective way of increasing brand exposure is to connect and collaborate with a wide range of people both inside and outside of football in the words of their director of brand development the mandate for every project we undertook was to spread the brand in different directions to touch a different audience with each collaboration initially the main focus was in fashion with psg appearing at paris fashion weeks alongside popular designers in 2018 the club joined forces with michael jordan and his nike affiliated jumpman brand the jumpman logo now appears on all psja shirts and was successful in exposing the club to new audiences in the traditionally football shy north american market psja didn’t stop at fashion and basketball they also got into film and music in recent years psja partnered with the justice league movie the minions and even the rolling stones psja are always on the lookout for ways to disrupt the football market in august 2017 psg paid a world record 222 million euros to sign neymar from barcelona bringing massive media attention to paris psja had not only flexed their financial muscles they had also inflated the value of all players on the market forcing psja’s rivals to spend more money the strategy of disruption influences pretty much everything psja does in the words of their chief digital officer we are disrupting the world of football on and off the pitch this club is not afraid to push boundaries so has psja strategy been effective in 2019 20 of stadium visitors were from abroad up from 2 before the qatari takeover on top of this psja generates the most money per seat out of all the clubs in world football in 2011 psg had a grand total of half a million followers across their social media platforms by 2020 they had more than 80 million this increase in brand presence has allowed psja to negotiate better deals with commercial partners psja generated 287 million euros through sponsorship deals in 2020 one of the highest in europe and 100 million more than all of the other 19 league earner clubs combined psja’s strategy to collaborate and disrupt has led to all this success already and now enter messi leaving aside messi’s skills on the pitch he also has a brand that psg were happy to collaborate with when ronaldo moved from real madrid to juventus the turin club saw 18 growth in their global fan base psg can expect messi to have an even greater impact don’t drag us into the messy ronaldo debates but it is important to note that messi’s global audience is around 15 larger than ronaldo’s thanks in part to his south american roots no one could imagine barcelona without messi or vice versa and most assume that messi would end his playing career at camp nou psja chairman nasa al-khelaifi knew that another club taking mercy away from barcelona would be the biggest disruption to football since zlatan ibrahimovic invented the sport the stars aligned for psg when barcelona announced that la liga rules and 1.6 billion dollars of debt meant that they could not afford to register messi psja moved quickly to secure his services on a lucrative two-year deal social media was set alight and the saga dominated sporting headlines for days a feeling that psg were now becoming all too familiar with with one signing they disrupted the balance of european football immediately lowering the commercial value of barcelona and la liga while aligning themselves with one of the most important brands in football all of this without giving a single cent in transfer fees to barcelona it is too early to determine the true impact of messi’s move to psg but early signs appear to be positive the rapid growth of psja’s global audience shown by the instant increase in their social media engagement will allow the club to negotiate even greater commercial deals juventus did the same when ronaldo joins and some experts estimate that psg could receive around 5 million euros per year more from each of their main sponsors reports that psg have made over 100 million euros in shirt sales are false psg will be lucky to receive 10 of the total sale price and after your factor and staff costs it is unlikely that psg have made more than 10 million euros from messy shirts this number is still impressive but does not even cover half of messi’s yearly wages al calais was serious about disrupting football but the messy transfer may not prove to be the most impactful thing he has done in fact the messi acquisition could simply be a rather tasty by-product from his overall master plan the last time football broke the internet was when the european super league was announced there was one simple reason behind the idea money most of the top clubs in football are bursting with debt examples manchester united has accumulated almost 500 million in net debts and after years of financial mismanagement barcelona owe various people more than 1 billion euros the obvious solution would be for these clubs to generate more income that is easier said than done experts agree that broadcasting income peaked in 2018 and the covet pandemic has shown that clubs cannot rely on matched income desperate for money the super league clubs realized that if they created a league that was guaranteed to feature high profile games broadcasters and commercial partners would pay more money with the super league clubs desperate for money al-khelaifi saw an irresistible opportunity not only did he refuse to allow psja to join the breakaway league he also sided with uefa and criticizes the clubs involving for killing the dreams of the fans the absence of psja was a tough blow for the super league and al-khelaifi’s criticism added pressure on the rebel clubs to reconsider their decision while the psg chairman may have gained some good pr from the situation his true motivation was probably more about disrupting the european football establishment he understood that without the financial boost of the super league clubs like juventus barcelona and real madrid would not be able to compete with psg in the transfer market and may even need to sell players to raise funds his prediction turned out to be true with psg snapping up hakimi donna ruma ramos and eventually even messi from former super league clubs it would be far-fetched to assume that al-khelaifi opposed the super league with the intention of signing messi but eventually his strategy led to signing one of the best players of all time without paying any transfer fee ever since the qatari takeover psg have been hunting for opportunities to revolutionize football they turned heads at fashion week and sparked endless debates with neymar but signing lionel messi is perhaps their biggest achievement yet whether al-khelaifi masterminded this entire situation through careful manipulation of the super league or if he just got lucky psg fans will not care there is only one thing that this newly formed super team still has to do win the champions league [Music] some of the questions we get most in the comments are on how we do our animations what editing software we use or if we have any advice on how to start a youtube channel when we started this channel one of the first things we did was a class on skillshare by the amazing polymeter on how to make animated youtube videos from scratch he explains the whole video creation process from picking a topic writing a script to animations and how to put it all together it certainly helped us a lot and that’s why we are very happy that this video is now sponsored by skillshare skillshare is an online learning community with thousands of inspiring classes for creative and curious people you can explore new skills deepen existing passions and get lost in creativity whether you want to learn motion design video editing or creative writing you can do it on skillshare it’s curated specifically for learning meaning there are no ads and they are always launching new premium classes so you can stay focused and follow wherever your creativity takes you the first 1000 of our subscribers to click the link in the description will get a free trial of premium membership so you can explore your creativity [Music] [Music] you