Launching PSG in Qatar
Opening the first official Paris Saint-Germain stores outside France
Impact
2 store openings · First PSG Academy in Qatar · PSG female team signing session
The problem
PSG was expanding internationally under QSI ownership and needed a coordinated launch in Qatar covering retail, legal, brand activation, staff, and high-profile event management across two organisations in two countries.
The approach
Served as the primary point of contact between PSG merchandising in Paris and QSI in Doha. Coordinated all aspects of the store development and inauguration process, reviewing the PSG merchandising licensee agreement, defining the sales and marketing strategy, training retail staff, and managing the operational deployment. Led the opening of stores at Doha Villaggio Mall and Hamad International Airport, and the launch of the first PSG Academy in Qatar.
The outcome
Successfully inaugurated two official PSG stores in Qatar (Villaggio Mall and Hamad International Airport), the first outside France. Opened the first Paris Saint-Germain Academy in Qatar. Managed a high-profile store opening attended by club top management and players, and a signing session with the PSG female team.