GarudaFood, Paris Saint-Germain Join Hands to Sweep Indonesian Market

JANUARY 19, 2015

Jakarta. Many Indonesian companies have sought to strengthen their image by sponsoring European football clubs and GarudaFood is the latest to jump on the bandwagon.

The food and beverage giant signed a memorandum of understanding with Paris Saint-Germain to be a regional partner for the French champion on Sunday.

The agreement will officially come into effect in the 2015/2016 season, during which GarudaFood will promote its latest product, SuperO2 bottled water.

Hartono Atmadja, commissioner of GarudaFood, said the company picked Paris Saint-Germain as the Paris-based club and the company’s newest offering had something in common.

“In a partnership, the two sides must share the same vision and goal. SuperO2 is a unique brand for us. It’s not a big brand yet, but it serves a very segmented, premium market that is dynamic and elegant,” Hartono said.

“We have been trying to find a way to expand the product’s customer base and we know that Paris Saint-Germain has many fans in Indonesia.

“We felt that [PSG and GarudaFood] share the same vision and goal.

“[PSG is] the biggest club in France... We also want to build a stronger brand awareness for our product.

“We saw an interesting opportunity and agreed to build a partnership to boost our position in our [respective] markets.”

GarudaFood joins a long list of Indonesian companies to pair up with a European football club, including Garuda Indonesia with Liverpool, Dua Kelinci Peanut with Real Madrid and Corsa tires with Manchester United.

Meanwhile, Paris Saint-Germain sees the partnership as a good opportunity to develop the club’s brand internationally, according to deputy managing director for business operations, Frederic Longuepee.

“Since the arrival of Qatar Sports Investments more than three years ago, PSG has been known for its constant progression and we’re looking to expand it further by developing the club internationally,” Longuepee said.

“When it comes to the international development of the club, what we’re trying to do is to leverage the success on the pitch by extending our global reach. And, thanks to TV exposure, which is provided by BEIN Sports for example, or thanks to our website, today we have as many Indonesian fans in Facebook as we have in France.

“And, this is one of the reasons why we have entered a new phase in our international development, and this is probably one of the reasons why we are now part of the club that are looked [at] by major brands such as GarudaFood who chose PSG among other football assets.”

The French giant has had its eye on Indonesia for some time as it saw the country as a key market.

The club finally made contact with local fans by setting up a PSG fan page in Facebook, followed by the launching of the club’s Indonesian website and official Twitter account @PSGIndonesia earlier last year.

Longuepee added that the partnership might also help boost the popularity of the entire French league.

“This kind of partnership helps promote the [SuperO2 brand] to the Indonesian population and it will also help Paris Saint-Germain become more popular in Indonesia. So, this is one of the reasons we’re here,” he said.

“Indonesia is known for the great development of its economy as well as its big passion for football. We need to meet Indonesian [football] fans and hopefully other companies who would like to utilize PSG as an asset to promote their brand.”

Indonesia has been lauded as a bankable market, which has encouraged many top European clubs to visit the country for friendly matches with local team.

Though many have made monetary profit from their visits, only a few have left a lasting legacy in further developing Indonesian football.

Longuepee said he agreed that the French club needed make its mark on Indonesian fans.

“It’s important to leave something. So, we need to have a professional team to come to Indonesia one day. The more partners we have here, the more opportunity we have to come to Indonesia,” he said.

“Coming to Indonesia to play a friendly game will provide an opportunity to launch the PSG Academy and extend the activity of the club in terms of social responsibility to kids and families.

“But we have also considered launching the academy even if we don’t come for a friendly game. Today, we have an academy in Rio even though we have never played a friendly there. The fact that we have many Brazilian players of course helps; the fact that Brazilians are passionate about football also helps.

“And, there’s no reason why we couldn’t do the same in Indonesia as the same passion for football exists here,” he added.