French liquor giant Pernod Ricard has canceled a newly announced sponsorship deal with the French football club Paris Saint-Germain (PSG) after facing backlash from Marseille supporters. The announced global partnership encountered fierce opposition from Marseille fans, who see PSG as a longstanding rival and associate the anise-flavored pastis with their city. Marseille native Paul Ricard sold the drink under his name beginning in 1932; a 1975 merger led to Pernod Ricard.
The controversy surged on social media, with the hashtag #boycottPernodRicard gaining traction as fans voiced feelings of betrayal. The uproar escalated to the point where Marseille Mayor Benoit Payan demanded an explanation from the company. Pernod Ricard on Thursday said it responded to the "strong emotions aroused" by terminating the four-year deal. CEO Alexandre Ricard put it like so: "I'm sure that everyone who has worked on this project will understand my choice. Pernod Ricard will continue to proudly claim its origins and the sincere ties that unite our brands with their communities." The company noted the originally planned partnership was expected to push Pernod Ricard's whisky and champagne brands internationally, not pastis. (This story was generated by Newser's AI chatbot. Source: the AP)
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