PSG and WWE Announce Partnership to Boost London Market

Paris Saint-Germain (PSG) has announced a high-profile partnership with WWE, launching a multi-layered retail and entertainment activation in London to coincide with WWE SmackDown at the OVO Wembley Arena.

The collaboration, which saw the wrestling giant temporarily take over PSG’s flagship Oxford Street store from 12–18 January 2026, represents a strategic move by the French giants to deepen their footprint in the UK’s premium lifestyle market.

The centerpiece of the partnership is the “Paris brings the SmackDown” capsule collection, a limited-edition program that blends PSG’s recognisable visual identity with WWE’s entertainment imagery.

In a first for the club, the collection features a signature t-shirt headlined by WWE icon John Cena. Adopting a “streetwear drop” model rather than traditional sports merchandising, the range includes hoodies, crewnecks, and tote bags, with price points ranging from USD54 (AUD80) for t-shirts to USD114 (AUD170) for premium hoodies. A flagship WWE x PSG Legacy Championship Title Belt was also released, retailing for approximately USD670 (AUD1000).

Strategic engagement was further driven through the “MyParis” membership program. Fans who purchased items from the collection were entered into a prize draw for a “Golden Ticket,” granting access to an exclusive meet-and-greet with WWE United States Champion Carmelo Hayes.

This model successfully linked physical retail conversion to experiential rewards, reinforcing the store as an immersive “playground” rather than a mere point of sale.

The choice of London as the primary activation hub highlights its role as a key international market for PSG.

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