2023-07-31 07:48:01
INTERVIEW – Founder of the Sport Business Observatory, Vincent Chaudel deciphers the standoff between Paris SG and Kylian Mbappé in terms of image and communication.
LE FIGARO. – What does the soap opera between PSG and Kylian Mbappé inspire in you?
Vincent Chaudel. – It’s the saga of the summer. It remains to be seen whether it will interest the public to the end and not lose people along the way. The one who has the most to lose in terms of image is Kylian Mbappé. Until now, in France, he was the ideal son-in-law. This episode can hurt him. We know that, and this is not new, PSG has a contrasting and divisive national image. The Parisian club embodies the pro and anti-PSG, but also brings together the anti-Qatar… This soap opera reinforces the anti in their convictions, but also the pro-PSG, because one notion dominates: the club finally wants to be stronger than its players. . To be above individualities, like Hatem Ben Arfa (French international who left Paris at the end of his contract in 2018 after a long hiatusEd) or Kylian Mbappé, it’s not the same story. Until now, being strong with the weak and weak with the strong was rather the hallmark of PSG. Today, we regret it or not, but the Parisian bosses seek to be strong with a strong. The star of the club. In terms of image, Paris has more to gain than lose domestically, while Kylian Mbappé has more to lose than gain.
Why does this sequence leave no one indifferent?
Because it’s football, the king sport, and it affects Kylian Mbappé, French and planetary star, captain of the France team. The general public vibrated through his exploits in Russia in 2018 or in Qatar in 2022. In France, he is considered the best player in the world, which is not the case everywhere else; proof is: he has never won the Ballon d’Or yet. A whole storytelling, with the dubbing of Pelé, the discussions with Emmanuel Macron, the reception of the big names of the NBA, his societal positions, made him a player who left the framework of football. Kylian Mbappé goes far beyond his discipline. His voice crosses all layers of society. In terms of image, it has managed perfectly so far, from a marketing and business point of view. He’s not a sandwich man, he’s got a premium edge. He created scarcity. We know the saying “What is rare is expensive”. All the ingredients are gathered in this soap opera to make a Netflix series.
Read alsoHow the pathetic divorce between PSG and Kylian Mbappé only makes losers
What does this sequence tell us about our time in relation to communication?
That we are in a world of ultracommunication. Kylian Mbappé or his entourage did not necessarily need to leak their decision not to activate the contract extension year. He is the one who started the hostilities, and his image as a nice person suffers. He’s hinted in the past that he won’t leave Paris SG for free, and in doing so he’s considering the idea of doing the opposite. For the past few days, he has been more withdrawn in terms of communication, even silent, it’s a good idea. There will be no point in putting a coin back in the machine. The fact that he indulges in his little walkabout at the end of training since his sidelining does not fool anyone. If he had acted like this before the arm wrestling, it would not have been perceived in the same way. Today, he overplays and has to be careful about that.
Is PSG adopting the right method by making Mbappé look like someone venal, willing to engage freely with the club of his choice on January 1, 2024?
PSG’s communication is relevant. Not sure she’s sincere. In this case, PSG is one of the few clubs in the world which can, financially, afford to do without the services of its best player for a whole season. The QSI shareholder will always be there to give back to the pot if necessary. But that Mbappé and PSG leave the possibility of seeing a player of this caliber spend the year in the stands, it’s a big bluff. Everyone would lose. In large widths.
Read alsoPSG: Mbappé, still the big blur at the time of the recovery
Who will give in first in this showdown?
It’s hard to say, and very smart to be able to answer this question today. On the other hand, we forget one important thing, PSG is the property of the Emir of Qatar, and, in the Gulf countries, the notion of pride and pride is very important. The emir has the means to pay for nothing. Since 2011 (date of the club’s takeover by Qatar Sports Investments), we have seen that money is not a problem for them. Today, I could be wrong, but the Parisian leaders feel betrayed and will do everything to be respected. It goes through a contract extension or a transfer, nothing else in their eyes. I can’t see them letting go.
For some, Kylian Mbappé ends up getting bored, with soap operas about his future coming back every year…
It’s the risk, and his image of ideal son-in-law can really be tarnished. But, in football, we are all goldfish, with a memory that is sometimes lacking. Mbappé will make everyone agree with his performance on the pitch, where he is strongest and indisputable. In Paris or elsewhere.
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