Pernod Ricard, a spirits and wine company said it would drop its plans to sponsor the country’s reigning soccer champions Paris Saint-Germain after outrage from fans of bitter rivals Olympique de Marseille, where the alcohol company is based.
Pernod Ricard announced the four-year partnership with PSG, upgrading its long-standing relationship to ‘Global Partnership’, and would become its ‘Sole Champagne and Spirits Provider’.
Fans of Olympique de Marseille, the city’s Ligue 1 football club, were outraged to hear of a partnership between their biggest rival, PSG, and the drinks company.
Pernod Ricard revealed a backlash from Marseille fans had prompted it to pull out of the deal.
Pernod Ricard is one of the major producers of anise-flavoured aperitif pastis, Ricard Pastis originates from Marseille and is heavily associated with the city’s identity.
Alexandre Ricard, chairman and CEO of Pernod Ricard, said, “I have taken this decision for the group and after listening to the people who make it a success, including our employees in France, our customers, our shareholders, and above all, my family.”
“For over 90 years, Ricard’s history has been inextricably linked with Marseille, where it was born. Those roots are strong, and they run deep, so the decision that I’m taking comes from the heart,” he added.
