PSG way: Integrating young kids with brand

Enhancing a brand is topmost on the agenda of all big sporting institutions and French football giants Paris Saint-Germain certainly have their plans well-chalked out on how to build on their ever growing reputation in the European circuit.
While they are an emerging force in club football, the club is now keen to build a support base with kids as young as five years.
In association with sport equipment giant Nike, the PSG have started 'pay and play' academy called 'Urban Football' with 11 such academies functional in various parts of the French capital.
"This PSG Academy is an effort to create a link between the kids and the brand. Kids aged between 5 and 12 years can join the PSG academy, learn basic skills at a cost of Euro 420 a year. Its been functional for only three years," Fabien Allegre, Director (Brand Diversification) told PTI today.

The Academy is an indoor one with small artificial turf for five-a-side games between kids.
"This is a start and we are not even thinking of whether some of these boys will make it to the main youth wing known as CFA. If they make it, we will consider it as bonus," Allegre said.

For PSG the brand initiatives are taken seriously as they want to break into the Indian market.
The Champions League match against Chelsea is being shown on prime channel Ten Sports who are broadcasters in India.
With 8,00,000 fans from India in Facebook, PSG aims to be associated with growth of football in India.