Paris Baguette signs official partnership agreement with PSG

[A screen capture of Paris Baguette’s website]

Paris Baguette, a major South Korean bakery franchise, announced Thursday that it has signed an official partnership agreement with the French professional football club, Paris Saint-Germain (PSG), a team Korean star player Lee Kang-in currently plays for. The partnership was spearheaded by Hur Jin-soo, CEO of Paris Croissant and the eldest son of SPC Group Chairman Hur Yong-in.

Paris Baguette said it will use the sponsorship deal to launch a global sports marketing effort. The partnership marks a strategic move to connect with sports enthusiasts and promote the company’s brand internationally.

The Korean bakery chain aims to create a unique blend of food culture and sports excitement, offering worldwide customers and fans even greater joy and value, Hur said.

Paris Baguette said it will leverage the sponsorship deal to launch a global sports marketing campaign.