PSG to target millennials, Gen Z Audience with partnership with House of Highlights

There has been huge calls by the millennials, Gen Z audience to have some sort of a crossover between basketball and football. And now it seems that the idea is thriving after Milwaukee Bucks forward Giannis Antetokounmpo, his brother Thanasis and other Bucks players were recently seen visiting the Parc des Princes, home to Paris Saint-Germain.

The basketball players who are known for their shooting and dunking skills showcased their footballing skills with a game of keep-up.bucks-at-psg

Earlier this year on January 24, Bucks and Charlotte Hornets played at AccorHotels Arena in Paris which was also the first regular-season NBA game in the French capital. Many of the PSG stars including Neymar, Kylian Mbappe, Thiago Silva, Marco Verratti and Mauro Icardi were seen sitting near courtside.

In the lead up to the game, PSG enlisted the help of Hornets players Nicolas Batum and Bismack Biyombo to unveil their new Jordan Brand fourth kit for the 2019-20 season.

The defending Ligue 1 champions didn’t stop there. They have also been working with Bleacher Report, specifically its House of Highlights brand, to create content geared at American and global millennial and Gen Z viewers.psg-x-jordan-2-house-of-highlights

“Soccer is the most popular sport on Instagram and basketball is No. 2, so you’re tapping into the two biggest audiences on that platform,” said Doug Bernstein, House of Highlights general manager. “The two brands had this natural synergy to them that lead to this opportunity presenting itself.”

Ranked 11 in the Forbes most valuable soccer clubs at $1.1 billion, PSG gave House of Highlights access to global superstar Neymar, as well as other top players including Angel Di Maria.

House of Highlights, which boasts 15.6 million followers on Instagram, began rolling out PSG-related content on January 17.

omar-raja-house-of-hightlightsContent includes sit-down interviews, behind-the-scenes videos on match day, various social media stories and contests for fans, as well as some HoH series including “The Real” and “In the World”— many of which have already been done with NBA players but not in football.

For House of Highlights, diversifying its content beyond its expertise basketball and into other major sports (as well as youth culture) is key as it continues to dominate the Gen Z and millennial market as it cements itself as the No. 1 U.S.-based sports account on Instagram.

According to Bernstein, soccer is the second-fastest-growing sport on the brand, while two of the top three soccer posts on Bleacher Report’s main Instagram account feature an NBA crossover.

“The two sports are similar with peak highlights—incredible goals and dunks that make a play so special,” Bernstein said. “The sports are driven by personalities that make those games so special. There are no helmets, unlike football or hockey, so the players are more visible on the field and on social media.”

While many of the football clubs will be interested in a similar kind of venture with HoH, Bernstein said right now the brand isn’t looking to work with any and all organizations. He further said that the similarities between the Parisians and HoH are what have led to the two workings together.

“I know there are other opportunities to work with other clubs, but PSG is that premium club—they’re more than a club, they really are a brand,” Bernstein said. “It’s not about working with a lot of different teams, but it’s finding the brands and teams that share our values that can provide opportunities for us and vice versa. For me and I think for House of Highlights, it’s really about appreciating this experience and hoping to deepen our relationship with them in the coming years.”