{"id":2421,"date":"2026-06-28T13:13:04","date_gmt":"2026-06-28T13:13:04","guid":{"rendered":"https:\/\/crosscountrymovingteams.com\/?p=2421"},"modified":"2026-06-28T13:13:04","modified_gmt":"2026-06-28T13:13:04","slug":"more-than-a-club-how-paris-saint-germain-took-inspiration-from-the-barcelona-slogan-and-the-new-york-yankees-cap-to-create-a-global-business-brand","status":"publish","type":"post","link":"https:\/\/crosscountrymovingteams.com\/?p=2421","title":{"rendered":"More than a club: how Paris Saint-Germain took inspiration from the Barcelona slogan and the New York Yankees cap to create a global business brand"},"content":{"rendered":"
\n

Fifty-seven years later, in a pop-up event space on Union Square in New York\u2014French chefs in the kitchen, artists\u2019 limited-edition collaborations on the walls and a France-Senegal World Cup watch-along on a big screen\u2014Paris Saint-Germain is attempting something audacious: turning that motto into a business model.<\/p>\n

Read more LinkedIn says real estate is one of the hottest industries for entry-level workers\u2014One Gen Z sales agent made $75K his first year with no experience<\/a><\/p>\n

Chief Revenue Officer Richard Heaselgrave, a West Bromwich Albion supporter from the English midlands, gestured around the New York activation during the World Cup and said that World Cup game notwithstanding, \u201cthere\u2019s no football here.\u201d He described the balance of sport and commerce as a \u201cyin and yang\u201d kind of dynamic: \u201cParis, as a city, is appealing: The food, the art, the culture, the fashion, that we can export.\u201d<\/p>\n

\n
\n
<\/div>\n<\/div>\n<\/div>\n

\u201cThis is literally the brand I\u2019m talking about.\u201d He pauses. \u201cWe sell out. These are profitable ventures. We don\u2019t spend money on this.\u201d<\/p>\n

It is, depending on your vantage point, either the most sophisticated evolution in sports franchise history or the most expensive stress-test of a question no one has yet answered: Can \u201cmore than a club\u201d be engineered from the top down? Or does it only emerge, as it did in Barcelona, from the bottom up\u2014from suffering, from identity, from something that cannot be purchased?<\/p>\n

PSG\u2019s La Maison in New York has its own motto, of course, one as revealing in its own way as mes que un club. \u201cIci, c\u2019est Paris.\u201d It roughly translates to \u201chere, this is Paris.\u201d<\/p>\n

The 15-year project <\/h2>\n

When Qatar Sports Investment took over the sleeping giant of French football in 2011, PSG had no jersey in the streets of Paris. \u201cI can promise you,\u201d said Fabien All\u00e8gre, PSG\u2019s chief brand officer, who has been with the club since 2008, \u201cwhen I started to work with Paris Saint-Germain, I can promise you that [there was] no PSG jersey in the street of Paris.\u201d <\/p>\n

\n
<\/div>\n<\/div>\n

Fifteen years later, the club is sitting on top of the club football world, having won back-to-back Champions League titles and boasting 240 million fans globally\u201490% of them outside France.<\/p>\n

The chairman had stated his ambition from day one in broad terms: Make PSG global, \u201cthe most important franchise in sport,\u201d and simultaneously a global brand. All\u00e8gre, speaking with a thick French accent and peering out from behind thick black glasses, framed by a multicolored design around the eyes, said he \u201chad at the time a lot of questions\u201d about this goal.<\/p>\n

\n
\n
<\/div>\n<\/div>\n<\/div>\n

The example he took away, he shared, was the iconic New York Yankees cap, a dark navy blue with a distinctive angular, interlocking logo that speaks for New York City as a brand, more than a club in the Bronx. \u201cEvery single person going to New York buying a hat, I mean, 80% of them didn\u2019t know that that was like a baseball team,\u201d he said. <\/p>\n

\n
<\/div>\n<\/div>\n

When Fortune<\/em> noted the current ubiquity of the PSG brand\u2014including in navy blue baseball caps\u2014All\u00e8gre acknowledged the badge was redesigned in 2013 to little opposition. Football fans are notoriously finicky about club symbols\u2014Arsenal fans, for example, still debate the direction their iconic cannon faces on the badge\u2014but All\u00e8gre said this change was \u201csmooth.\u201d<\/p>\n

\n
<\/div>\n<\/div>\n

The club retired the cradle of Louis XIV from its badge\u2014a symbol of Saint-Germain as a suburban town 20 kilometers outside Paris, where the kings once lived. In its place: the Eiffel Tower, redrawn and modernized, and the fleur-de-lis. The message was explicit. \u201cIt\u2019s like, okay, let\u2019s capitalize on Paris,\u201d All\u00e8gre said. \u201cMake it bigger than Saint-Germain. The cradle of the king\u2014that was Saint-Germain \u2026 Nothing to do with us.\u201d<\/p>\n

All\u00e8gre said the club was clear with fans about its intentions and there was little uproar: \u201cNow there is a global brand that also represents Paris, without a confusing king\u2019s cradle in the mix. \u201cPeople understood,\u201d All\u00e8gre said.<\/p>\n

Paris as the product<\/h2>\n

The strategic foundation, PSG executives told Fortune<\/em>, is the city itself. PSG\u2019s brand executives are emphatic on this point: They are not selling football. They are selling Paris.<\/p>\n

\u201cL\u2019art de vivre,\u201d All\u00e8gre said. \u201cThe way of living. That\u2019s really deep into all Parisian people.\u201d It is a cultural inheritance no rival can replicate\u2014not Manchester City, not Real Madrid, not Bayern Munich. Paris cannot be manufactured.<\/p>\n

\n
\n
<\/div>\n<\/div>\n<\/div>\n

Heaselgrave made the same point from a commercial angle: 40 million tourists visited Paris last year, he noted, without any help from PSG. \u201cIf we can take Paris on,\u201d he said, \u201cthe football fans, doesn\u2019t matter who they support, will become\u2026 we don\u2019t 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\u2019s the crucial difference for us.\u201d<\/p>\n

This explains PSG\u2019s approach to partnerships. Dior dresses the players for every official appearance\u2014not as a sponsorship decoration but as a statement of aesthetic register. Jordan Brand, entering its tenth year of collaboration with PSG next year, took the club into a cultural conversation that had nothing to do with France\u2019s Ligue 1.<\/p>\n

All\u00e8gre proudly noted a recent kit design from Jordan brand that echoed the famous Chicago Bulls of Michael Jordan\u2019s heyday. \u201cThis specific collection, when we launched it, was really elegant,\u201d he said, noting that like the badge, it went away from the club\u2019s traditional look, with no red stripe down the middle of the shirt, but only a dark blue and the Bullsian diamond on the shorts. \u201cFor me, that was a good example of the balance that you need to find,\u201d All\u00e8gre said.<\/p>\n

A subsequent kit design was another \u201cbig swing,\u201d he added, a tricolor with blue, red, and white: \u201cThat was a signal that it\u2019s not only a Parisian team. You know? It\u2019s, like, we represent, in a way, on the European scene, French football as well.\u201d<\/p>\n

\n
<\/div>\n<\/div>\n

The aesthetic philosophy runs through every decision, including ones that might seem trivial. \u201cThe choice is driven by the purpose of the creation,\u201d All\u00e8gre said. \u201cNow the jersey\u2019s everywhere, but it was not fashionable for a long, long time.\u201d When asked about the current story of the PSG brand, All\u00e8gre said the on-field success was massive. \u201cFor me, it\u2019s like the 1 plus 1 equals 3. So I don\u2019t know what\u2019s going to happen, but what I\u2019m sure is that it\u2019s not going to stop now.\u201d<\/p>\n

The venture thesis<\/h2>\n

If the brand work is the front stage, PSG Labs is the backstage infrastructure\u2014and it is unlike anything in professional sports.<\/p>\n

Read more David Protein CEO says \u2018diet trends are over\u2019 because of GLP-1s: \u2018What\u2019s next is really hard to predict\u2019<\/a><\/p>\n

\n
\n
<\/div>\n<\/div>\n<\/div>\n

Launched one year ago, PSG Labs is run by Par Helgosson, a Swedish-born tech veteran who has been with the club for three years, brought in originally as head of Web3, Digital Assets, and Metaverse. The mandate evolved into something more structurally ambitious: a hybrid accelerator, venture fund, capital-raising platform and go-to-market infrastructure, running four quarterly deal batches per year.<\/p>\n

The investment thesis is built on an inversion he calls \u201cmarket before product.\u201d Rather than backing startups speculatively and hoping for product-market fit, Helgosson said PSG Labs identifies genuine internal business needs\u2014across men\u2019s football, women\u2019s football, handball and judo\u2014and seeds ventures to fill them. \u201cWe look for things in our business that might want to be updated or that we want a better product,\u201d he said.<\/p>\n

\n
<\/div>\n<\/div>\n

The pitch to founders is the 240 million fans: \u201cNo matter if you have capital or not, there will be a few things moving forward that will be absolutely critical,\u201d he tells them. \u201cRelevance, access, distribution, trust, sexiness, coolness. And capital access. It\u2019s much, much harder to build than to raise capital or build a technical product.\u201d PSG provides all of those things as infrastructure.<\/p>\n

Wall Street has noticed, he said, while declining to share the names of any particular partners in financial services. \u201cWe\u2019ve got a lot of big players in the Wall Street ecosystem, because Wall Street now has also discovered two things that we\u2019re at the intersection of,\u201d Helgosson claimed. First is that sports assets are not a passive asset anymore: Investors can invest and get meaningful returns in the sports space. Second, he claimed, is that Wall Street and Web3 and crypto digital assets are all \u201cgoing to run on a tokenized route,\u201d meaning that PSG is a crypto-friendly platform housed within a mega-successful sports club.<\/p>\n

PSG, notably, is already the only major football club in the world to hold Bitcoin on its balance sheet.<\/p>\n

Helgosson made a broader claim that cuts to the heart of what PSG is attempting. \u201cThrough this lens,\u201d he said, \u201cbuying your own distribution\u2014to own your own distribution in the future with AI arriving\u2014all sports IPs from that lens is undervalued.\u201d<\/p>\n

\n
\n
<\/div>\n<\/div>\n<\/div>\n

The conventional wisdom in sports finance is that American franchises\u2014the NFL, NBA, MLB\u2014are grotesquely overvalued by any traditional metric. Helgosson is arguing the opposite: In an AI era where distribution is the scarce asset and the cost of building product approaches zero, a club with 600 million fans is not a sports franchise. It is a media platform, a venture accelerator, and a consumer brand simultaneously\u2014and no one has yet priced that correctly.<\/p>\n

The global Ici C\u2019est Paris La Maison<\/em> tour, which includes PSG Labs, reflects the ambition: Shanghai, Tokyo, Los Angeles, New York, Doha, London, Paris. Seoul is next. \u201cNo one runs four batches a year,\u201d Helgosson said of rival clubs. \u201cNo one.\u201d<\/p>\n

The Barcelona question<\/h2>\n

The footballing establishment has not been slow to notice what is happening on the pitch. Jonathan Wilson, the game\u2019s foremost tactical historian, argued in his May 2026 Substack piece \u201cThe Golden Age of Paris\u201d that PSG under Luis Enrique has inaugurated a definitively new era in European football\u2014the first such era, he contends, since the one ended by the club that said it\u2019s more than a club: the Barcelona of Lionel Messi and Pep Guardiola.<\/p>\n

Wilson dates that ending to their Champions League semi-final defeat to Chelsea in 2012, with a possible extension to the (Luis Enrique\u2013coached) Bar\u00e7a side that beat Juventus in the 2015 final. Real Madrid, he notes, are winners too often to own an era\u2014they are \u201cthe default, the team that wins when nobody else does.\u201d PSG, by contrast, now have both the trophies and something rarer: a coherent identity.<\/p>\n

\n
<\/div>\n<\/div>\n

The irony Wilson surfaces is sharp. PSG were long seen as the antithesis of footballing virtue\u2014a petrodollar project built on superstar acquisition rather than philosophy. But Luis Enrique\u2019s side, with Kvaratskhelia, Demb\u00e9l\u00e9, and Dou\u00e9 pressing collectively and sacrificing individual glory for system, now best embodies the collective, tactically coherent ideals that Guardiola\u2019s Barcelona originally championed. The club that was accused of buying its way to relevance has, on the pitch, earned it.<\/p>\n

Wilson\u2019s broader structural argument\u2014developed across his book The Barcelona Legacy<\/em> (2018) and his more recent work on Manchester City\u2014is directly relevant to what PSG\u2019s executives are building off it. Qatar\u2019s investment in PSG, and Abu Dhabi\u2019s investment in Manchester City, were attempts to recreate the magic of the Guardiola Barcelona team that the world fell in love with. Guardiola himself just wrapped up an epic 10-year reign at Manchester City that included many trophies\u2014and much debate about whether his teams were truly as magical as his work at Barcelona.<\/p>\n

\n
\n
<\/div>\n<\/div>\n<\/div>\n

Can it be earned?<\/h2>\n

The Guardiola-Messi era of Barcelona was the proof of concept for the m\u00e9s que un club<\/em> vibe, not the origin. The motto described something that already existed.<\/p>\n

PSG\u2019s project runs in the opposite direction. The chairman arrived in 2011 with a vision and the capital to execute it. The brand strategy, fashion partnerships, Jordan collaboration, Labs venture platform and Union Square pop-up are the yang to the football club\u2019s yin. PSG is very consciously more than a football club and when it says \u201cici, c\u2019est Paris,\u201d it truly is bringing a slice of Paris everywhere. <\/p>\n

\n
<\/div>\n<\/div>\n

All\u00e8gre was candid about the fragility of what they\u2019re building. Gen Z fans, he said, are highly volatile\u2014and they \u201cknow when a brand lies to them.\u201d The challenge is not acquisition. It is retention. \u201cMy challenge,\u201d he said, \u201cis to make a loved brand\u2014what we are\u2014into a brand for life.\u201d<\/p>\n

Heaselgrave framed the risk in starker terms. Clubs that define themselves purely by on-pitch results are, he said, \u201cgoing into a casino.\u201d The model of buying players, winning trophies, and monetizing the resulting fanbase is a bet that pays out inconsistently and collapses without warning. \u201cIf we suddenly go, \u2018We won the Champions League, we\u2019ve got loads of fans\u2019\u2014and then we lost \u2026 that\u2019s going into a casino. Why would you do that?\u201d<\/p>\n

The back-to-back Champions League wins, then, function differently for PSG than they would for most clubs. They are not the source of the brand. They are validation of an infrastructure designed to survive without them.<\/p>\n

Whether PSG can actually deliver on that thesis remains the open question. The club is one year into PSG Labs, 15 years into the broader brand project, and still operating in a country where broadcast television revenue\u2014the financial backbone of English and Spanish football\u2014is dramatically lower than its rivals. Scrutiny about financial fair play, the regulations introduced to ensure that deep-pocketed owners such as Qatar and Abu Dhabi cannot overly distort the playing field, has not disappeared for either PSG or Manchester City. (The club declined to comment on any financial fair play questions to Fortune<\/em>.)<\/p>\n

\n
\n
<\/div>\n<\/div>\n<\/div>\n

But Barcelona\u2019s famous motto took decades to mean what it means. PSG is trying to compress that timeline with capital, strategy, and the most famous city in the world as its brand foundation. A representative for PSG confirmed to Fortune<\/em> that PSG considers itself to be a brand in its own right \u2014\u00a0more than a club.<\/p>\n

Read more Anthony Scaramucci on America 250: where have you gone, Joe DiMaggio?<\/a><\/p>\n

\u201cWe are daring to be curious,\u201d Helgosson said. \u201cWe would like to be first.\u201d<\/p>\n

In the post-AI era of sports, that may be the only business model that matters.<\/p>\n

<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Barcelona FC calls itself “m\u00e9s que un club,” but at PSG’s La Maison in New York, you are in a Parisian state of mind. “Ici, c’est Paris.”<\/p>\n","protected":false},"author":1,"featured_media":2420,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[69],"tags":[],"class_list":["post-2421","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sports"],"yoast_head":"\nMore than a club: how Paris Saint-Germain took inspiration from the Barcelona slogan and the New York Yankees cap to create a global business brand - Cross Country Moving Team<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/crosscountrymovingteams.com\/?p=2421\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"More than a club: how Paris Saint-Germain took inspiration from the Barcelona slogan and the New York Yankees cap to create a global business brand - Cross Country Moving Team\" \/>\n<meta property=\"og:description\" content=\"Barcelona FC calls itself "m\u00e9s que un club," but at PSG's La Maison in New York, you are in a Parisian state of mind. "Ici, c'est Paris."\" \/>\n<meta property=\"og:url\" content=\"https:\/\/crosscountrymovingteams.com\/?p=2421\" \/>\n<meta property=\"og:site_name\" content=\"Cross Country Moving Team\" \/>\n<meta property=\"article:published_time\" content=\"2026-06-28T13:13:04+00:00\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"12 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/crosscountrymovingteams.com\\\/?p=2421#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/crosscountrymovingteams.com\\\/?p=2421\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\\\/\\\/crosscountrymovingteams.com\\\/#\\\/schema\\\/person\\\/1b8121bfb9a1c55d1fff3fca675fceaa\"},\"headline\":\"More than a club: how Paris Saint-Germain took inspiration from the Barcelona slogan and the New York Yankees cap to create a global business brand\",\"datePublished\":\"2026-06-28T13:13:04+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/crosscountrymovingteams.com\\\/?p=2421\"},\"wordCount\":2437,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/crosscountrymovingteams.com\\\/?p=2421#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/crosscountrymovingteams.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/d9dd2bdaf68a3b24ef1823a117ce1eb6.webp\",\"articleSection\":[\"Sports\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/crosscountrymovingteams.com\\\/?p=2421#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/crosscountrymovingteams.com\\\/?p=2421\",\"url\":\"https:\\\/\\\/crosscountrymovingteams.com\\\/?p=2421\",\"name\":\"More than a club: how Paris Saint-Germain took inspiration from the Barcelona slogan and the New York Yankees cap to create a global business brand - Cross Country Moving Team\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/crosscountrymovingteams.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/crosscountrymovingteams.com\\\/?p=2421#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/crosscountrymovingteams.com\\\/?p=2421#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/crosscountrymovingteams.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/d9dd2bdaf68a3b24ef1823a117ce1eb6.webp\",\"datePublished\":\"2026-06-28T13:13:04+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/crosscountrymovingteams.com\\\/#\\\/schema\\\/person\\\/1b8121bfb9a1c55d1fff3fca675fceaa\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/crosscountrymovingteams.com\\\/?p=2421#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/crosscountrymovingteams.com\\\/?p=2421\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/crosscountrymovingteams.com\\\/?p=2421#primaryimage\",\"url\":\"https:\\\/\\\/crosscountrymovingteams.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/d9dd2bdaf68a3b24ef1823a117ce1eb6.webp\",\"contentUrl\":\"https:\\\/\\\/crosscountrymovingteams.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/d9dd2bdaf68a3b24ef1823a117ce1eb6.webp\",\"width\":1200,\"height\":600},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/crosscountrymovingteams.com\\\/?p=2421#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/crosscountrymovingteams.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"More than a club: how Paris Saint-Germain took inspiration from the Barcelona slogan and the New York Yankees cap to create a global business brand\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/crosscountrymovingteams.com\\\/#website\",\"url\":\"https:\\\/\\\/crosscountrymovingteams.com\\\/\",\"name\":\"Cross Country Moving Team\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/crosscountrymovingteams.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/crosscountrymovingteams.com\\\/#\\\/schema\\\/person\\\/1b8121bfb9a1c55d1fff3fca675fceaa\",\"name\":\"admin\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/50b1ad2e498f523425ee0a8cc5180a210646db1622662a3d56cc405d3e0c346a?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/50b1ad2e498f523425ee0a8cc5180a210646db1622662a3d56cc405d3e0c346a?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/50b1ad2e498f523425ee0a8cc5180a210646db1622662a3d56cc405d3e0c346a?s=96&d=mm&r=g\",\"caption\":\"admin\"},\"sameAs\":[\"http:\\\/\\\/crosscountrymovingteams.com\"],\"url\":\"https:\\\/\\\/crosscountrymovingteams.com\\\/?author=1\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"More than a club: how Paris Saint-Germain took inspiration from the Barcelona slogan and the New York Yankees cap to create a global business brand - Cross Country Moving Team","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/crosscountrymovingteams.com\/?p=2421","og_locale":"en_US","og_type":"article","og_title":"More than a club: how Paris Saint-Germain took inspiration from the Barcelona slogan and the New York Yankees cap to create a global business brand - Cross Country Moving Team","og_description":"Barcelona FC calls itself \"m\u00e9s que un club,\" but at PSG's La Maison in New York, you are in a Parisian state of mind. \"Ici, c'est Paris.\"","og_url":"https:\/\/crosscountrymovingteams.com\/?p=2421","og_site_name":"Cross Country Moving Team","article_published_time":"2026-06-28T13:13:04+00:00","author":"admin","twitter_card":"summary_large_image","twitter_misc":{"Written by":"admin","Est. reading time":"12 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/crosscountrymovingteams.com\/?p=2421#article","isPartOf":{"@id":"https:\/\/crosscountrymovingteams.com\/?p=2421"},"author":{"name":"admin","@id":"https:\/\/crosscountrymovingteams.com\/#\/schema\/person\/1b8121bfb9a1c55d1fff3fca675fceaa"},"headline":"More than a club: how Paris Saint-Germain took inspiration from the Barcelona slogan and the New York Yankees cap to create a global business brand","datePublished":"2026-06-28T13:13:04+00:00","mainEntityOfPage":{"@id":"https:\/\/crosscountrymovingteams.com\/?p=2421"},"wordCount":2437,"commentCount":0,"image":{"@id":"https:\/\/crosscountrymovingteams.com\/?p=2421#primaryimage"},"thumbnailUrl":"https:\/\/crosscountrymovingteams.com\/wp-content\/uploads\/2026\/06\/d9dd2bdaf68a3b24ef1823a117ce1eb6.webp","articleSection":["Sports"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/crosscountrymovingteams.com\/?p=2421#respond"]}]},{"@type":"WebPage","@id":"https:\/\/crosscountrymovingteams.com\/?p=2421","url":"https:\/\/crosscountrymovingteams.com\/?p=2421","name":"More than a club: how Paris Saint-Germain took inspiration from the Barcelona slogan and the New York Yankees cap to create a global business brand - Cross Country Moving Team","isPartOf":{"@id":"https:\/\/crosscountrymovingteams.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/crosscountrymovingteams.com\/?p=2421#primaryimage"},"image":{"@id":"https:\/\/crosscountrymovingteams.com\/?p=2421#primaryimage"},"thumbnailUrl":"https:\/\/crosscountrymovingteams.com\/wp-content\/uploads\/2026\/06\/d9dd2bdaf68a3b24ef1823a117ce1eb6.webp","datePublished":"2026-06-28T13:13:04+00:00","author":{"@id":"https:\/\/crosscountrymovingteams.com\/#\/schema\/person\/1b8121bfb9a1c55d1fff3fca675fceaa"},"breadcrumb":{"@id":"https:\/\/crosscountrymovingteams.com\/?p=2421#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/crosscountrymovingteams.com\/?p=2421"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/crosscountrymovingteams.com\/?p=2421#primaryimage","url":"https:\/\/crosscountrymovingteams.com\/wp-content\/uploads\/2026\/06\/d9dd2bdaf68a3b24ef1823a117ce1eb6.webp","contentUrl":"https:\/\/crosscountrymovingteams.com\/wp-content\/uploads\/2026\/06\/d9dd2bdaf68a3b24ef1823a117ce1eb6.webp","width":1200,"height":600},{"@type":"BreadcrumbList","@id":"https:\/\/crosscountrymovingteams.com\/?p=2421#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/crosscountrymovingteams.com\/"},{"@type":"ListItem","position":2,"name":"More than a club: how Paris Saint-Germain took inspiration from the Barcelona slogan and the New York Yankees cap to create a global business brand"}]},{"@type":"WebSite","@id":"https:\/\/crosscountrymovingteams.com\/#website","url":"https:\/\/crosscountrymovingteams.com\/","name":"Cross Country Moving Team","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/crosscountrymovingteams.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/crosscountrymovingteams.com\/#\/schema\/person\/1b8121bfb9a1c55d1fff3fca675fceaa","name":"admin","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/50b1ad2e498f523425ee0a8cc5180a210646db1622662a3d56cc405d3e0c346a?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/50b1ad2e498f523425ee0a8cc5180a210646db1622662a3d56cc405d3e0c346a?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/50b1ad2e498f523425ee0a8cc5180a210646db1622662a3d56cc405d3e0c346a?s=96&d=mm&r=g","caption":"admin"},"sameAs":["http:\/\/crosscountrymovingteams.com"],"url":"https:\/\/crosscountrymovingteams.com\/?author=1"}]}},"_links":{"self":[{"href":"https:\/\/crosscountrymovingteams.com\/index.php?rest_route=\/wp\/v2\/posts\/2421","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/crosscountrymovingteams.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/crosscountrymovingteams.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/crosscountrymovingteams.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/crosscountrymovingteams.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2421"}],"version-history":[{"count":0,"href":"https:\/\/crosscountrymovingteams.com\/index.php?rest_route=\/wp\/v2\/posts\/2421\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/crosscountrymovingteams.com\/index.php?rest_route=\/wp\/v2\/media\/2420"}],"wp:attachment":[{"href":"https:\/\/crosscountrymovingteams.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2421"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/crosscountrymovingteams.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2421"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/crosscountrymovingteams.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2421"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}