Paris Saint-Germain FC Partners with Team Flash for Esports Event in Singapore

Posted on: Jul 20, 2018 By smartlaunch in News and trends,

Soccer club Paris Saint-Germain (PSG) has partnered with Singapore’s Team Flash to produce an esports exhibition and will bring two FIFA 18 pros along on its Asia summer tour later this month. The partnership is an extension of PSG’s strategy to use esports to reach a larger audience in Asia. Through a partnership with Singaporean esports organization Team Flash, PSG will host the Paris Saint-Germain Community Tournament, an exhibition pitting the club’s FIFA 18 pros against some of the best players in Singapore.

With esports, Paris Saint-Germain is diversifying its brand in order to reach a new audience and notably young people in Asia. PSG’s ambition is to become one of the biggest sports franchises in the world by creating wider brand awareness. To achieve this, PSG is innovating.

PSG entered esports in 2016, signing a FIFA player and a League of Legends team following a partnership with media group Webedia. Today, the organization competes in FIFA 18 and Rocket League. The team recently entered Dota 2 through a partnership with the Chinese organization LGD Gaming.

Other European soccer clubs have identified esports as an avenue for reaching Asian markets. In June, Manchester City signed a Chinese FIFA Online team to compete in the region’s professional league.

Esports is an integral part of the PSG’s international development strategy with the ambition to leverage the popularity of the sport in the Asian region and engage with the wider esports community. The partnership with Team Flash represents an evolution of this strategy. PSG appears to be interested in the potential of a long term relationship with Team Flash.

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