Who's the best football club? Really depends on who you ask (what fan wouldn't name their own team?), I guess, but Paris Saint-Germain's latest partnership has objectively made it the GOAT.

Or rather, PSG is now partnered with GOAT, the sneaker and fashion resale site that's got a healthy cash cache fueling its operations — GOAT's most recent funding round in May 2021 secured nearly $200 million from investors.

GOAT has now become a "major multiyear global" partner with PSG, foretelling a series of collaborations and some very visible branding.

Most notably, GOAT is becoming a PSG "sleeve partner," which is exactly what it sounds like: "GOAT" will be printed on the left sleeve of every PSG kit, from training gear to on-pitch match apparel.

It kinda looks like PSG is just calling itself the "GOAT" if you aren't clued in but that's presumably part of the point.

GOAT will also add its branding to PSG's Parc des Princes stadium like any other bigtime sponsor and curated a selection of Paris Saint-Germain goods to commemorate the announcement.

“We are delighted to welcome GOAT into the Paris Saint-Germain family with this partnership that will see them join the exclusive roster of club partners present on our iconic jerseys” said Marc Armstrong, Chief Partnerships Officer of Paris Saint-Germain, in a statement. “GOAT is a perfect fit for the club and further supports our position as a leading global sports and lifestyle icon for fans all over the world.”

“We’re not only bringing together two leading lifestyle brands, but uniting a community of athletes, creatives and fans around the world,” Eddy Lu, Co-Founder and CEO of GOAT Group, continued.

Armstrong makes an interesting point. Few other lifestyle labels can claim to enjoy a comparable relationship with a sports team as big as PSG.

Sure, streetwear designers often partner with the NBA or racing companies (cars are a whole 'nother thing) but no other site has laid claim to what GOAT's done with PSG: actually partnering with a world-famous sportswear outfit.

It's a fitting partnership, too. PSG is famously merch-happy (it even licenses a series of dedicated Japanese PSG stores) and GOAT is keen to prove that it's into more than American-centric sports. Win win.

What To Read Next

  • Image on Highsnobiety

    These Clarks Are Designed By a Japanese Brand, But Not That One

    Sneakers
  • Image on Highsnobiety

    'Moss & Freud' Biopic Finds Its Kate Moss

    Culture
  • Image on Highsnobiety

    Get Ready For Awake NY's ASICS GEL-NYC

    Sneakers
  • Image on Highsnobiety

    Fans Just Got Way Too Much Harry Styles

    Culture
  • Image on Highsnobiety

    Can New Balance's 610 Be Its Next 990?

    Sneakers
  • Image on Highsnobiety

    Packer's Crocskin Wallabees Are Landing

    Sneakers
*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titelmedia (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titelmedia strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titelmedia has engaged UsableNet Inc, a leading web accessibility consultant to help test, remediate and maintain our Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.

Disclaimer

Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.