PARIS, June 28 — Paris Saint-Germain has built a global business brand by drawing on a slogan born in 1960s Barcelona and the cultural weight of a New York Yankees cap, according to officials and marketing executives familiar with the club’s strategy. The record shows the phrase “more than a club” originated in 1968. FC Barcelona president Narcís de Carreras stood before the club’s membership and declared Barça was “més que un club.” According to historical accounts, it was not a marketing slogan.
It was a political act, a declaration of Catalan identity under the Franco dictatorship. PSG’s leadership adopted the phrase directly, officials confirmed.
The club’s chief marketing officer stated publicly that they “borrowed” the slogan. The executive added that PSG’s version carries a different meaning: not political resistance, but a claim that the club represents something bigger than football. The strategy extends beyond borrowed words.
PSG’s approach to branding took inspiration from the New York Yankees cap, according to marketing officials. The Yankees cap functions as a global fashion item, worn by people who have never watched a baseball game.
PSG sought the same status. The club signed a partnership with Jordan Brand in 2018. Officials confirmed the deal was designed to merge football with streetwear culture.
The collaboration produced kits that sold at premium prices, with the Jumpman logo alongside the PSG crest. According to the club’s financial disclosures, PSG’s commercial revenue has grown significantly since the Qatari takeover in 2011. The club now operates retail stores in multiple countries and has a presence in esports and women’s football.
Critics have pointed to the gap between the borrowed slogan and the club’s actual standing. Barcelona’s claim to be “more than a club” rests on its role as a cultural institution for Catalonia.
PSG, by contrast, is a state-backed project of Qatar Sports Investments, founded in 1970 and transformed by Qatari capital. The club’s marketing chief acknowledged the tension. According to the official, the slogan is about ambition, not history.
PSG wants to be seen as a global lifestyle brand, not just a football team. What to watch next: whether PSG can sustain its commercial growth as European football faces regulatory pressure on spending.
The club’s reliance on star players and state backing has drawn scrutiny from financial fair play authorities, officials confirmed.
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