Paris Saint-Germain is pleased to announce a new regional partnership with SK Magic, a leading home appliance rental company specializing in water and air purifiers. This partnership, starting in February 2025, will focus on key territories, including South Korea and Malaysia, reinforcing Paris Saint-Germain’s presence in Asia.
As part of this collaboration, SK Magic will launch a series of exclusive PSG x SK Magic products, beginning this March with a co-branded Ultra Compact Direct Water Purifier. The partnership aims to engage football fans in these key markets through a variety of marketing activities such as giveaways, trips to Paris, fan events, meet-and-greet with PSG legends, and more.
A Strategic Partnership to Expand Paris Saint-Germain’s Presence in Asia
SK Magic, a subsidiary of the SK Group—one of South Korea’s largest conglomerates—has been a leader in the home appliance rental industry for over 30 years. Known for its innovative technology and customer-centric approach, SK Magic has gained popularity, particularly among the MZ generation, thanks to high-profile collaborations with lifestyle brands. This partnership with Paris Saint-Germain will further enhance the company’s brand recognition worldwide while reinforcing its competitiveness in its key markets.
“We are delighted to collaborate with a globally renowned club like Paris Saint-Germain,” said Yoon Hyun-jung, Head of SK Magic Marketing Division during an official signing ceremony hosted in Seoul on Tuesday, 25th February. He added, “This partnership will help elevate SK Magic’s brand presence worldwide and offer our customers unique brand experiences. Throughout our collaboration, we plan to implement diverse marketing campaigns aimed at strengthening customer relationships and engagement.”
A Growing Presence in Asia
For Paris Saint-Germain, this partnership is a major step in strengthening its footprint in the Korean and Malaysian markets. With the growing popularity of Paris Saint-Germain and its players, including Korean star Lee Kang-in, the club continues to engage with its expanding Asian fanbase.
“This partnership with SK Magic represents an exciting opportunity to further establish Paris Saint-Germain as a key player in Korea and Malaysia,” said Sébastien Wasels, APAC Managing Director at Paris Saint-Germain. “By working with a market leader such as SK Magic, we are confident this collaboration will create meaningful experiences for our fans while expanding our brand’s visibility in Asia.”