Paris Saint-Germain continues to gauge the marketing impact of its European triumph. According to an article in Le Parisien and additional information from ICI Paris Ile-de-France, the jersey worn by Ousmane Dembélé, the 29-year-old PSG striker, during the PSG/Arsenal Champions League final, was sold at auction for a spectacular sum. We learn more about this auction and the marketing strategy surrounding the “Back 2 Back” jerseys.
A final jersey sold for a record price
“It was snapped up for a record price. Sold at auction on the Match Worn Shirts website, the jersey worn by Ousmane Dembélé during Paris Saint-Germain’s victorious Champions League final against Arsenal (1-1, 4-3 on penalties) was won on June 10 for the sum of… €160,015!”
This amount perfectly illustrates PSG’s change of scale. A jersey worn in a Champions League final is already an unusual item, but the jersey of the only Parisian goalscorer in a historic match instantly becomes a global collector’s piece. For the club, it’s also a powerful marker: the emotional value of the title translates into market value, with demand extending far beyond the circle of French fans.
Auctions that confirm the allure of Parisian stars
“With a starting price of €199, the prestigious jersey of PSG’s sole goalscorer that night was outbid eighty-nine times before being sold to an American. Following behind, the other jerseys with six figures before the decimal point are those of Khvicha Kvaratskhelia (€152,029), Désiré Doué (€131,359), and Marquinhos (€130,485).”
The details of the auction speak for themselves. Ousmane Dembélé tops the list, but Khvicha Kvaratskhelia, Désiré Doué, and Marquinhos also exceed €100,000. This shows that the appeal isn’t just about a single player, but about the overall image of a team that has become highly desirable. The fact that an American buyer won the most expensive item also confirms the internationalization of the PSG brand, far beyond the French market.
The collector’s effect surrounding PSG is here to stay.
“Jerseys inaccessible to most, as is now the case for the famous ‘Back 2 Back’ jerseys. Released the day after the Champions League victory, this edition, quickly a victim of its own success and sold out, will remain a collector’s item since it will not be reprinted, as revealed by ICI Paris Ile de France.”
The selling out of the “Back 2 Back” jerseys adds another dimension to this trend. PSG is no longer just selling a piece of clothing, but a dated, limited-edition symbol tied to a moment of glory. The fact that it won’t be reprinted mechanically reinforces its scarcity, and therefore its perceived value. This is frustrating for many fans, but remarkably effective from a marketing perspective: the club is transforming its recent history into a collector’s item.
