{"id":17316,"date":"2021-09-28T15:42:17","date_gmt":"2021-09-28T13:42:17","guid":{"rendered":"https:\/?p=17316"},"modified":"2021-09-30T12:56:24","modified_gmt":"2021-09-30T10:56:24","slug":"es-el-paris-saint-germain-una-marca-de-lujo","status":"publish","type":"post","link":"https:\/\/luxonomy.net\/es\/es-el-paris-saint-germain-una-marca-de-lujo\/","title":{"rendered":"\u00bfEs el Paris Saint-Germain una “marca de lujo”?"},"content":{"rendered":"

Con la inversi\u00f3n de Qatar, los clubes franceses, que antes no estaban de moda, se est\u00e1n convirtiendo en gigantes del juego mundial. Una tienda de lujo “atrae a la gente”. Y, tambi\u00e9n lo hace el PSG.<\/p>\n

Durante 10 a\u00f1os, el PSG ha pertenecido a la familia gobernante de Qatar. El propietario, el jefe de Estado, Tamim bin Hamad al-Thani, ha invertido m\u00e1s de mil millones de euros en el club. El pa\u00eds, sede de la pr\u00f3xima Copa del Mundo, ha atra\u00eddo la atenci\u00f3n mundial mediante la financiaci\u00f3n de los deportes durante muchos a\u00f1os.<\/p>\n

El club, como marca de lujo, es exclusivo e inalcanzable para personas que no pueden permitirse zapatos de 1.000\u20ac y botellas de champ\u00e1n personalizadas.<\/p>

\"\"<\/a><\/div>\n

El f\u00fatbol siempre ha sido considerado como \u201cel deporte del pueblo\u201d, dada su penetraci\u00f3n en todas las capas de la sociedad y especialmente en las m\u00e1s desfavorecidas, que pueden practicarlo con solo disponer de una pelota y encuentran en \u00e9l un espacio donde compartir sentimientos y pasiones.<\/p>\n

Esta universalizaci\u00f3n ha hecho que el f\u00fatbol no sea considerado algo elitista y glamuroso, por lo que nunca ha despertado especial inter\u00e9s en las marcas de lujo (los patrocinadores m\u00e1s habituales son empresas cuyo foco est\u00e1 en el mass market).<\/p>\n

Sin embargo, esta tendencia est\u00e1 cambiando y prueba de ello es la sorprendente uni\u00f3n entre Dior y el Paris Saint-Germain<\/strong><\/a>. La exclusiva firma de moda, cont\u00e1bamos en otro art\u00edculo, es el nuevo patrocinador del equipo galo, al que vestir\u00e1 fuera del terreno de juego con una colecci\u00f3n exclusiva a cargo del dise\u00f1ador Kim Jones. Se trata de la primera vez que la marca del grupo LVMH se asocia con un club deportivo.<\/p>\n

La \u2018conexi\u00f3n parisina\u2019 entre lujo y f\u00fatbol no es una excepci\u00f3n, ya que el mismo caso se ha producido en Italia entre Armani y el N\u00e1poles. La elitista firma ha dise\u00f1ado las equipaciones de juego del primer equipo, as\u00ed como su material t\u00e9cnico.<\/p>

\"\"<\/a><\/div>\n

Se trata sin duda de un cambio de paradigma que refleja los cambios que est\u00e1 viviendo el propio deporte, cuyos grandes protagonistas dan cada vez menos que hablar por lo que hacen en el terreno de juego y m\u00e1s por su estilo de vida que exhiben voluntariamente en sus redes sociales: sus casas, sus estilismos, sus coches de alta gama, sus viajes paradisiacos\u2026<\/p>\n

Esta aspiracionalidad que transmiten est\u00e1 llamando la atenci\u00f3n de las grandes firmas, que ya no ven con malos ojos asociar su marca a la de equipos de f\u00fatbol.<\/p>\n

El PSG, con medi\u00e1ticas estrellas en sus filas de la talla de Messi, Sergio Ramos, Neymar o Mbapp\u00e9, es el campo de pruebas perfecto para que una marca de lujo compruebe si puede obtener retorno de esa colaboraci\u00f3n.<\/p>\n

Su entrada en el patrocinio deportivo puede ayudarles adem\u00e1s a acceder a un p\u00fablico m\u00e1s joven al que habitualmente suelen impactar, siendo por tanto una estrategia tambi\u00e9n con vistas a futuro que confirma el giro hacia la moda urbana que est\u00e1n dando muchas firmas de ropa.<\/p>\n

\u00bfSer\u00e1 el Real Madrid el pr\u00f3ximo gran club en asociarse con una firma de moda de lujo? Desde hace a\u00f1os es Hugo Boss quien viste al primer equipo, pero no ser\u00eda de extra\u00f1ar que est\u00e9n detr\u00e1s de dicho patrocinio otras marcas dirigidas a un target a\u00fan m\u00e1s elitista.<\/p>\n","protected":false},"excerpt":{"rendered":"

Con la inversi\u00f3n de Qatar, los clubes franceses, que antes no estaban de moda, se est\u00e1n convirtiendo en gigantes del juego mundial. Una tienda de lujo “atrae a la gente”. Y, tambi\u00e9n lo hace el PSG. Durante 10 a\u00f1os, el PSG ha pertenecido a la familia gobernante de Qatar. El propietario, el jefe de Estado,…<\/p>\n","protected":false},"author":19,"featured_media":17317,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"edge","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[505],"tags":[635,1112],"thb-sponsors":[],"class_list":["post-17316","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sin-categorizar","tag-actualidad","tag-psg"],"yoast_head":"\n\u00bfEs el Paris Saint-Germain una "marca de lujo"? | LUXONOMY<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/luxonomy.net\/es\/es-el-paris-saint-germain-una-marca-de-lujo\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfEs el Paris Saint-Germain una "marca de lujo"? | LUXONOMY\" \/>\n<meta property=\"og:description\" content=\"Con la inversi\u00f3n de Qatar, los clubes franceses, que antes no estaban de moda, se est\u00e1n convirtiendo en gigantes del juego mundial. Una tienda de lujo “atrae a la gente”. Y, tambi\u00e9n lo hace el PSG. Durante 10 a\u00f1os, el PSG ha pertenecido a la familia gobernante de Qatar. 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