PARIS SAINT-GERMAIN

Odette School of Business

Ryan Donally

Evgeni Gentchev

Taylor Laporte

Bilal Rammo

DRIVING QUESTION

How do we become a

dominant global brand?

RECOMMENDATION

Dream Big! Locally

Nationally

Internationally

Globally

AGENDA Internal & External Analysis

Key Success Factors

Financials

Attendance

Sponsorships & Partnerships

Consumer Profiles

Implementation

INTERNAL & EXTERNAL ANALYSIS

Strengths

• Financial Position • Newly Purchased

Opportunities

• Willing Investors • Hospitality

Suites

INTERNAL & EXTERNAL ANALYSIS

Weaknesses

• Mismanagement • History of Losses

Threats

• Continual Team Losses

KEY SUCCESS FACTORS

Winning Team

Ticket Sales

Merchandise & Broadcasting Revenues

Quality Assets

TICKET SALES – TRENDS Year Attendance MD per

player Win MD revenues

Euro Millions Capacity

2001 42717 618 Y 26.4 90%

2002 40500 618 25 85%

2003 38000 618 23.5 80%

2004 39000 618 Y 24.1 82%

2005 35000 618 21.63 73%

2006 42000 618 Y 26 89%

2007 36500 618 22.56 77%

2008 37000 618 22.9 78%

2009 40902 618 Y 25.2 86%

2010 35000 618 Y 21.63 74%

2011 29317 618 18.1 62%

When a tournament is Won: 1)  Ave. Match Day Revenues: 24.6 Euro (m) When a tournament is Lost: 2) Ave. Match Day Revenue: 22.2 Euro (m) MD Gains if tournament is won: 2.4 Euro (m)

EXTRA REVENUES �  22.67 Euro (m) / 618 Euro per fan = 40000 fans -> 85% capacity

�  Increased attendance raises MD revenues

Spin off effect on MD Revenues:

- Increased Broadcasting Revenues

- Increased ad and commercial revenues

- Increased Hospitality Revenues

COMPETITIVE LANDSCAPE

Real Madrid Manchester United PSG Rest

CASH FLOW STATEMENT 2011 2012 2013 2014 2015 2016

Revenues

Ticketing Inc. 24.70   27.42   30.43   33.78   37.50   41.62  Sponsorship 29.25   32.47   36.04   40.00   44.40   49.29  Broadcasting 43.30   48.06   53.35   59.22   65.73   72.96  Total Rev. 101.45   107.95   119.82   133.00   147.63   163.87  

Costs

Wages 70.00   72.10   74.26   76.49   78.79   81.15  

Net Cash 31.45   35.85   45.56   56.51   68.85   87.72  

INCREASING ATTENDANCE

Single game purchase • Merchandise available to first 100 ticket buyers

5-game package purhase

Season ticket purchase • Offer advanced ticket buying options • Range ticket prices

FAN ENGAGEMENT

� Experiential experience – Fan focus

� Increase player engagement with fans

� Exclusive player meet and greet offered to

seasonal ticket holders

� Inspire fans to Dream Big

SPONSORSHIPS & PARTNERSHIPS

� Parc des Prince

� Kit Sponsorships

� Global Brands

� Prestigious Brand

� Quality over Quantity

BRAND AWARENESS

� Online Marketing

� Social Media

� Crowdsourcing Youtube Campaign

� Gamification

� Online Community

CONSUMER PROFILES

Core Fan

Mid Income Local Parisian Lifestyle Likely played

football Male 20s to

50s

Significant Purchaser of Merchandise

Mid Range Seats

CONSUMER PROFILES

Executive

Luxury Suites

Not necessarily

season ticket holder

Business Professional ages 25 to

40

Experiential Growth Potential Partnerships Value

Added

CONSUMER PROFILES

Global Fan

Watches from home

country

Likely Parisian Descent Loyal Some

Merchandise Follow Online Die-hard Football fan

CONSUMER PROFILES

Future Global Fan

Bandwagon

Cheers for Chamption

Brand Association Global Star Appeal Follow

Online Die-hard

Football fan

IMPLEMENTATION

� 3.5 Months

� Ticket Sales

� Merchandise

� Marketing

� International Development

TICKET SALES

� Tiered Pricing

� Packages

� Corporate Sales

� Goal of 40,000 up from 30,000

MERCHANDISE

� Day 1

� Highlight New Players

� Refresh Offerings

� Limited Edition

MARKETING

�  3 Month Lead

�  2 Week Launch

�  Dream Big Campaign

�  Four Consumer Profiles

�  Four Target Markets

�  Online Presence

�  10 million dollar allocation

INTERNATIONAL DEVELOPMENT

� Team Partnerships

� Sponsorships and Partners

� SportFive

� Target USA, Middle East, Asia, India

THANK YOU

�  Any Questions?