Lionel Messi has spent just five months at Paris Saint-Germain, and with six goals and five assists in 16 games he has started to settle into life in the French capital. But he is having as big an impact off the pitch as he is on it, and he has helped PSG to secure eight new sponsorship deals, while renewing others.
PSG are already reaping the rewards of having signed Messi last summer, and the 80 million euros they spend to have him at the club for each year of his contract are practically amortised.
"Our income increase in 2021 will be significant," PSG's sponsorship director Marc Armstrong said to EFE, recognising Messi's impact. "It'll be more than 10 percent more than in 2020.
"Messi was at the top of his game in the Copa America, and he has already shown that in the Champions League. But he's not alone, with [Gianluigi] Donnarumma, [Achraf] Hakimi, and [Kylian] Mbappe's pesence."
The year that was 2020 saw PSG earn around 235 million euros from commercial income, which represented 54 percent of their total revenue. That figure should rise again for 2021.
Since Messi's signing on August 10, eight new partners have come forward to find an agreement with PSG. DIOR are one, as well as others like crypto.com.
Nike will continue to provide PSG's kits until at least 2032 for 75 million euros a year, while Coca Cola recently renewed until 2024 as a sponsor, as have others.
PSG have seen their social media following increase by about 15 million since Messi's signing, and the broadcasting rights for Ligue 1 will increase, having been sold for cheaper than before prior to Messi's signing.
Over a million shirts sold
According to market sources consulted by EFE, PSG sold more than one million shirts in 2021, far exceeding numbers of previous years. It's thought that Messi contributed to a 30-40 percent increase.