Parions Sport, the flagship sportsbook property of Française des Jeux (FDJ), will take over as the ‘principal betting partner’ of Paris Saint-Germain, scheduled for the beginning of the Ligue-1 season 2022/2023. 

According to reports from leading French sports daily newspaper l’Equipe, Parions Sports has agreed a €5 million per season partnership that will span for the next three years.

The deal will see Parions Sport replace Kindred Group’s Unibet brand as PSG’s principal betting partner – a sponsorship that Unibet has held since Ligue-1 season 2018/2019.

As it stands Groupe FDJ has yet to confirm the partnership that would mark Parions Sport’s biggest-ever sponsorship commitment.

Of consequence, during 2020 Unibet triggered a sponsorship clause further extending its bookmaker agreement with PSG through to the end of the 2022/2023 season.

Unibet has utilised its PSG partnership to significantly expand its brand presence within France – a key European growth market for Kindred Group.

Meanwhile, Groupe FDJ has greatly bolstered the marketing budget of Parions Sports to refresh the bookmaker’s home market appeal against growing competition from intentional players.

2022 saw Parions Sports become the principal partner of Fédération Française de Rugby (FFR), helping French Rugby XV teams prepare for the 2023 RFU World Cup in France.

Undertaking its brand refresh, this March, Parions Sports debuted its new nationwide HD TV advertising campaign – “Nous Sommes Les Parieurs” (‘We are the Bettors’).

L’Autorité Nationale des Jeux (ANJ), France’s unified gambling regulator, continues a review of industry standards, in which it has pledged to overhaul existing advertising laws with a view to ‘lower the volume’ of betting marketing’s coverage. It is anticipated that new rules are to be enforced by the start of FIFA 2022 Qatar World Cup.