Triumph of Paris Saint-Germain in Champions League Signifies Primarily a Victory for Qatar
Trumpeting a Victory: How Qatar's PSG Conquered the Champs League and Shaped Soft Power
In a triumphant 5-0 win against Inter Milan, Paris Saint-Germain (PSG) etched its name in football history as the first Champions League champion since the club's inception in 1970, thanks in large part to Qatar Sports Investments (QSI).
The jubilant players hoisted PSG's president, Qatari Nasser Al-Khelaïfi, aloft moments after lifting the trophy, acknowledging the crucial role QSI has played in their success. The following day, French President Emmanuel Macron lauded Al-Khelaïfi as a pivotal representative of Qatar, crediting him for the team's stellar performance.
Raphaël Le Magoariec, a specialist on the Gulf States, asserts that PSG is merely an extension of Qatar – not a French team.
A Bold Bet that Paid Off
Under Qatari ownership, PSG transformed from perennial underachievers to one of the most glamorous and successful clubs in Europe. In 2011, QSI picked up the club for just over €70 million, and today the brand is valued at over €4 billion. The Gulf state has pumped an estimated €2 billion into transfers and player purchases, recruiting stars like Thiago Silva, Zlatan Ibrahimovic, David Beckham, Lionel Messi, Neymar, and Kylian Mbappé. Additionally, over €200 million has been spent renovating PSG's Parc des Princes stadium, and €300 million on a new training center.
Pierre Rondeau, a sports economist, believes that the dizzying investment in the club and Paris helped propel PSG to the Champions League final. However, critics argue that PSG's dominance is artificial, fostering resentment among other French clubs and their fan bases. Rondeau challenges this notion, pointing out that in modern football, success comes with deep pockets. He suggests that without substantial funding, it's challenging for any team to even reach the semi-finals, let alone win an average European Cup. In order to do so, teams require a minimum budget of €450 million. Today, PSG's budget stands at €800 million, reflecting Qatar's ambitious drive to succeed.
Football as a Diplomatic Tool
Despite the financial gains, Qatar's main interest isn't financial – it's geopolitical, says Le Magoariec. Scarcely bigger than Corsica with Iran and Saudi Arabia as neighbors, Qatar sought to secure allies, wield influence, and diversify its interests beyond oil and gas. Marrying one of the world's most famous cities with the world's most popular sport was a strategic move aimed at creating networks of influence through the image of PSG. It's akin to a ministry of defense, with PSG serving as one of its weapons in a broader soft power campaign.
The Qatar-PSG alliance traces its roots to a 2010 dinner at the Elysée Palace before Fifa decided on World Cup hosts for 2018 and 2022. Among the attendees were Crown Prince Sheikh Tamim bin Hamad Al Thani, Michel Platini, the head of Europe's football authority Uefa, and then-president Nicolas Sarkozy, a noted PSG fan. Notably, Qatar won the bid to host the 2022 World Cup seven months later, and secured the keys to PSG's stadium, the Parc des Princes, in the upmarket west of Paris. This partnership solidified France's relationship with a key investor.
A Global Stalwart
PSG's superstars didn't always shine on the pitch, but they did transform the club into a global brand. With their presence, PSG emerged as one of the most recognized football brands in the world, opening opportunities for merchandising, sponsorship, and commercial rights. PSG's brand strength is palpable: its largest boutique is in New York City, selling more football shirts on the North American continent than any other club. Today, PSG has supporters in every corner of the globe. Qatar has benefited from enhanced reputation, as well as sports and economic gains.
At the Champions League final, the stadium was awash with the Qatar Airways logo – a testament to the airline's partnership with both PSG and the Champions League. No matter the outcome, Qatar secured a victory.
The Art of Sportswashing
Qatar has faced international criticism for its treatment of migrant workers, particularly those involved in building venues for the 2022 World Cup. Yet Al-Khelaïfi has navigated several scandals during his tenure as PSG boss. The question remains: Has Qatar succeeded in 'sportswashing' its image? Le Magoariec suggests that while Qatar wasn't the originator of the sportswashing concept, it has certainly employed it effectively. He also points to industrialists like French billionaire Bernard Arnault, CEO of LVMH and majority shareholder in Paris FC, and their use of sport to bolster their reputation, as further examples of sportswashing.
Al-Khelaifi summed it up succinctly back in 2014: "In five years we want to be one of the best clubs in Europe and to win the Champions League." It took longer than planned, but Qatar's dream did come true. "Dream Bigger" – the motto it rolled out for PSG ten years ago – has borne fruit.
- In a testament to Qatar's ambitious vision, Paris Saint-Germain (PSG), now valued at over €4 billion, has become one of the most glamorous and successful clubs in European football.
- With an estimated €2 billion invested in transfers and player purchases, PSG boasts a roster of stars like Thiago Silva, Zlatan Ibrahimovic, David Beckham, Lionel Messi, Neymar, and Kylian Mbappé.
- Beyond sports, the club's dominance extends to marketing and branding, with merchandising, sponsorship, and commercial rights opening numerous opportunities for monetary gain.
- Amidst criticisms of Qatar's treatment of migrant workers, Qatari Sports Investments (QSI) and its oversight of PSG have managed to create a positive global image through an effective practice known as 'sportswashing'.
- Alongside football achievements, QSI has leveraged sports as a diplomatic tool, partnering with other international figures and organizations to shape Qatar's soft power, such as the 2010 dinner at the Elysée Palace with Michel Platini, the head of Europe’s football authority Uefa, and then-president Nicolas Sarkozy.
- In the realm of politics and international relations, such partnerships have helped bolster Qatar's reputation and secure relationships with key partners like France.
- Technology and social media have played crucial roles in the continued success of both Qatar's diplomatic efforts and PSG's branding – pixels on screens serving as platforms for showcasing achievements and solidifying relationships.
- The connections formed through the Qatar-PSG alliance have even extended to the world of real-estate and finance, with potential impacts on general news and crime-and-justice discussions.
- With the Champions League win for PSG, Qatar has demonstrated its ability to channel resources effectively, ultimately proving that investing in sports can yield substantial political and financial returns.
