Marseille has historically been linked with the French alcoholic beverage known as pastis. The French liquor group Pernod Ricard, renowned for the anise-flavored aperitif, recently entered into a commercial partnership with Marseille’s soccer rival PSG, causing discontent among Marseille fans. The announcement sparked the hashtag #boycottPernodRicard on social media as fans felt let down by a company that prides itself on its Marseille roots.
Pastis is a popular drink across France, particularly in the southern regions where Marseille native Paul Ricard introduced it under his name in 1932. Pernod Ricard originated from the merger of Pernod and Ricard in 1975, uniting two French anise-based spirits. Upset fans expressed intentions to stop consuming pastis or switch to competing brands, with some advocating for a boycott of the numerous brands in the liquor company’s global portfolio.
The situation escalated to the extent that the Mayor of Marseille, Benoit Payan, intervened. Payan disclosed plans to meet with the group’s CEO, Alexandre Ricard, to seek clarification. He expressed his surprise and disappointment over the partnership with PSG, questioning the reasons behind supporting the rival team.
Despite Pernod Ricard clarifying that the global partnership with PSG excluded France in terms of visibility or activations, criticism continued. The company emphasized that the deal had a worldwide scope and did not intend to sponsor the team’s shirts. The four-year agreement, commencing this season, encompasses PSG’s men’s and women’s soccer teams and handball, with undisclosed financial terms.
The longstanding rivalry between PSG and Marseille, the giants of French soccer, dates back to the 1990s. Marseille, having clinched the Champions League in 1993, has lagged behind PSG since the latter was acquired by Qatari investors in 2011, intensifying the rivalry. Despite Pernod Ricard’s explanation that their partnership was not targeting the French market, the decision faced continued backlash from fans and local authorities questioning the company’s allegiance to the Marseille region.
