French spirits company Pernod Ricard, famous in France for its anise-flavoured aperitif pasti, said on Thursday it had scrapped its new sponsorship deal with Paris Saint-Germain following protests from Marseille.
Fans of PSG’s fierce rivals Marseille complained that the drink belonged to their city.
Pernod Ricard said in a statement that it had terminated the global deal announced this week “due to intense emotions”.
Marseille has long been associated with the French liqueur called pastis, so when Pernod Ricard announced a new commercial partnership with PSG, Marseille fans were left with a sour taste in their mouths.
The hashtag #boycottPernodRicard spread across social media, with fans feeling betrayed by a company that prides itself on its Marseille roots. The issue became so serious that even Marseille Mayor Benoit Payan intervened to demand an explanation from Pernod Ricard.
Pernod Ricard CEO Alexandre Ricard decided to end the four-year sponsorship “for the good of the group and after listening to the opinions of those who made it a success, including its employees in France, its customers, its shareholders and, above all, my family”.
Pastis is consumed throughout France, but is particularly popular in the south, where it was commercialized under his own name in 1932 by Marseille native Paul Ricard. Pernod Ricard was born in 1975 from the merger of Pernod and Ricard, combining two French anise-based liqueurs.
“For more than 90 years, Ricard’s history has been inextricably linked to its birthplace, Marseille,” said Alexandre Ricard. “Its roots are strong and deep, and the decision I am making today comes from the heart. I am sure that everyone involved in this project will understand my choice. Pernod Ricard will continue to proudly stand up for the authenticity of its origins and the bond that unites the brand and the community.”
When the deal was announced, angry fans said they would stop drinking Pasti or switch to competing brands, while others called for a boycott of more than 240 brands in the wine and spirits retailer’s global portfolio.
Pernod Ricard has a global presence and argued that France was excluded “in terms of visibility and activation.” On Thursday, the company added that the deal was originally intended to promote its whisky and champagne brands internationally, not Pastis.
PSG and Marseille are two of the biggest names in French football. The rivalry between the two teams was popular in the 1990s. Marseille, the only French team to have won the Champions League (1993), has fallen far behind since PSG was acquired by Qatari investors in 2011, but the rivalry still sparks passion.
PSG did not immediately comment on Pernod Ricard’s withdrawal, but a source close to the club said the decision surprised them and they would look to continue their long-term partnership. Pernod Ricard has been the official supplier of wine and spirits to PSG’s hospitality programme for more than a decade. The person was not authorized to speak publicly about the matter.
The four-year deal is set to start this season and will cover PSG’s men’s and women’s football teams, as well as handball.
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