Michael Jordan (foto: Uradni Twitter profil kluba/zveze)
Michael Jordan stands to earn millions after PSG’s Champions League victory thanks to the club’s long-running partnership with Jordan Brand.
When PSG lifted another Champions League trophy, the winners extended far beyond the dressing room. The Parisian club defended their European crown after beating Arsenal in the final at the Puskás Arena, but one of the biggest financial winners from the evening was a man who never played football professionally, Michael Jordan.
The basketball icon continues benefiting heavily from PSG’s partnership with Jordan Brand, a collaboration that has become one of the most unusual and commercially successful projects in modern football. According to the agreement tied to the partnership, Jordan reportedly receives a five percent commission from products sold carrying the famous Jumpman logo.
That makes PSG’s latest European success especially valuable.
Winning the Champions League traditionally causes an explosion in shirt sales, special edition merchandise and global demand for club products. PSG already experienced this after their first European title. After going back-to-back, expectations inside the commercial department are even higher.
The relationship between Jordan and Paris goes back much further than football fans may realise. The story started in 1985, when the basketball superstar visited Paris during a promotional tour. Years later, PSG built one of football’s longest-running commercial relationships with Nike, who have supplied the club since 1989.
The real breakthrough came in 2018.
After decades focused almost exclusively on basketball products, Jordan Brand entered football through PSG, creating a partnership that immediately stood out from anything else in the sport.
Neymar played an important role too. The Brazilian signed an endorsement agreement with Jordan back in 2016 and later arrived in Paris wearing boots and equipment carrying the brand’s logo. That visibility reportedly accelerated discussions which eventually produced a unique agreement.
To this day, PSG remain the only football club in the world carrying Jordan Brand sponsorship on match shirts.
In 2019, PSG extended their global partnership with Nike until 2032 in a deal reportedly worth around €80 million per season, further strengthening the commercial power behind the project.
This season, Jordan branding featured heavily on PSG’s fourth and fifth kits, typically reserved for major domestic matches and European nights. Following another Champions League triumph, demand has already shifted toward new celebratory products, especially special “Back2Back” editions released after the final.
PSG won another European title.
Michael Jordan won too.