Paris Saint-Germain (PSG) has pursued a rebranding strategy to establish a global identity linked to the city of Paris, according to Fabien Allègre, the club's chief brand officer. This effort involved removing local royal iconography and emphasizing fashion and the city's image. Allègre stated that this approach helped PSG grow from having negligible local recognition to attracting 240 million fans worldwide.

Qatar Sports Investment acquired Paris Saint-Germain in 2011. Following the acquisition, PSG redesigned its badge in 2013, removing the cradle of Louis XIV and incorporating the Eiffel Tower and the fleur-de-lis. Allègre, who has served as PSG's chief brand officer since 2008, noted the lack of visibility prior to these changes. "When I started to work with Paris Saint-Germain, I can promise you that [there was] no PSG jersey in the street of Paris," Allègre said.

Ninety percent of Paris Saint-Germain's reported 240 million fans are located outside France. Allègre indicated the strategy aimed to capitalize on Paris itself, making the city's identity more central than historical elements. He stated, "It's like, okay, let's capitalize on Paris. Make it bigger than Saint-Germain. The cradle of the king—that was Saint-Germain … Nothing to do with us." He added, "Now there is a global brand that also represents Paris, without a confusing king's cradle in the mix. People understood." Allègre also commented on the cultural connection: "The way of living. That's really deep into all Parisian people."

Richard Heaselgrave, PSG Chief Revenue Officer, outlined the objective to broaden the club's appeal beyond traditional supporters. "If we can take Paris on, the football fans, doesn't matter who they support, will become… we don't have a word for it in Europe. People that like the brand can have some kind of warmth towards us, whether you support us or not. That's the crucial difference for us," Heaselgrave said. As of 2026, Jordan Brand will have collaborated with Paris Saint-Germain for nine years. Additionally, Dior provides attire for Paris Saint-Germain players for every official appearance. In 2025, 40 million tourists visited Paris.