Messi, a gold mine for PSG

Paris, Sep 17 (EFE).- Global superstar Lionel Messi has proved to be a gold mine for Paris Saint-Germain just a month after joining the Ligue 1 team.

Messi is set to earn 80 million euros in salary and expenses this year but sport business experts consulted by Efe said this sum “is in the process of being amortized.”

The reimbursement for his price will come through three channels — social media, merchandizing and non-conventional sponsorship, not to mention Uefa Champions League revenues, which could reach 100 million euros depending on the results.

“Messi’s signing is practically amortized, at least it will be at the end of this season,” Virgile Caillet, one of France’s most prominent sports marketing executives, said.

Messi’s arrival boosted the club’s social media visibility by 20% to 134.9 million followers across different platforms, a “quickly monetizable” increase, according to Caillet.

PSG’s shirt sales are expected to grow by between 30 and 40% per season thanks to Messi. The French club gets only 20% of the standard price per shirt (some 140 euros) according to market sources.

The Messi effect will also involve an increase in sponsorship revenues beyond existing deals, Vincent Chaudel, another sports marketing expert said.

 Nike has signed a 10-year contract in exchange for some 70 or 80 million euros per season, while the Accor hotel chain, emblazoned on the front of the official shirt, has a contract until 2023 that provides 50 million euros a year.

However, two unconventional partners have been revealed earlier this month, including Crypto.com, a cryptocurrency platform that will contribute between 25 and 30 million euros for three seasons, market sources confirmed to EFE

PSG already partly paid Messi in PSG Fan Token, a virtual currency will help supporters access special discounts and privileged access to club activities, among other advantages.