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Multistrada eyes wider market, teams up with soccer club PSG
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Multistrada Arah Sarana president director Pieter Tanuri, Paris Saint-Germain (PSG) head of international development Sebastien Wasels and Creative Economy Agency head Triawan Munaf pose with jerseys during a press conference to announce a partnership between Multistrada and PSG, in Jakarta on Thursday. (JP/Viriya Paramita Singgih)
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ire maker PT Multistrada Arah Sarana has signed a global partnership with French soccer club Paris Saint-Germain (PSG) in order to further expand its business in Europe.
“We see soccer as an outstanding medium for marketing. Soccer fans are so fanatical. Therefore, we hope the fanaticism of PSG fans worldwide can increase our sales,” Multistrada president director Pieter Tanuri said in Jakarta on Thursday.
Multistrada currently produces 30,000 car tires per day under the Achilles brand and 16,000 motorcycles tires under Corsa. Through the partnership, the brands have become the official tires of PSG for the 2016-2019 period.
Pieter explained that 75 percent of Multistrada’s tire production was exported to 93 countries around the world, with only 25 percent going to the local industry. According to him, the company’s sales in Europe stand at around 1 million tires, with an annual revenue of US$50 million.
“With this new partnership, we hope we can double our sales in Europe within the next three years,” Pieter said.
Last year, Multistrada recorded net sales of $237 million.
This year, the company expects to see an increase of around 15 to 20 percent.
PSG was established in 1970 with the merger of Paris Football Club and Stade Saint-Germain. However, the club started to gain global attention in 2011, when it was purchased by Qatar Sports Investment, an arm of the Qatari government. Since then, PSG has succeeded in recruiting big-name soccer players and winning four French league titles in a row, from 2013 to 2016.
“Our budget this year is 500 million euros, five times higher than when Qatar Sports Investment took over the club in 2011,” said Sebastien Wasels, PSG head of international development.
Currently, PSG is placed fourth in the Deloitte Football Money League, a ranking of soccer clubs by revenue generated from soccer operations, marking it as one of the wealthiest clubs worldwide.
Wasels added that 90 percent of PSG supporters were outside of France, with 2.6 million fans based in Indonesia. Previously in July 2015, PSG deputy general manager Frédéric Longuépée stated that the club had a total of 20 million fans worldwide.
Through the partnership, PSG has agreed to support soccer development in the country. The club plans to establish a soccer academy in cooperation with Bali United soccer club, which has been financially supported by Multistrada. (vps)
