French cosmetics giant L’Oréal has become a sponsor of Paris Saint-Germain (PSG) through 2028, in a partnership aimed at promoting “a contemporary vision of French excellence around the world,” the football club announced on Thursday, October 8.
While smaller in scale than PSG’s partnerships with Nike and Qatar Airways, the deal marks L’Oréal’s first foray into football sponsorship.
“Paris Saint-Germain and L’Oréal Groupe share Parisian roots as well as a common culture of performance and innovation, built on the power of teamwork,” the club said in a statement.
Following Qatar Airways, Nike (main partners), Dior, and Coca-Cola (official partners), the partnership will come to life through L’Oréal Groupe’s Vichy Laboratoires brand, which becomes the Official Skincare and Haircare Partner of Paris Saint-Germain’s Men’s First Team.
Vichy Laboratoires’ expertise will also support players in their daily routines by providing skincare and haircare products at both the PSG Campus and the Parc des Princes, the club’s home stadium. Vichy’s scientific teams will join the PSG Campus in Poissy to conduct observational studies on skin health, scalp health, well-being and athletic performance.
L’Oréal Group brands will also offer fans exclusive experiences during selected Paris Saint-Germain home matches. "These activations will combine sport, innovation, creativity and style, extending the partnership beyond the pitch," the press release states.
