South Korean bakery chain Paris Baguette has announced its sponsorship with football club Paris Saint-Germain to strengthen global brand awareness.

Under this collaboration, Paris Baguette will carry out a range of marketing activities in Korea and internationally, starting this month.

The chain’s logo and advertisements will be displayed in Paris Saint-Germain’s home stadium – Parc des Princes – during all of the club’s home games.

The company will also feature key players in its marketing content and launch special merchandise and products.

Jinsoo Hur, CEO of Paris Baguette, said the partnership will enable the company to deliver greater value to customers and football fans across the world.

Marc Armstrong, chief revenue officer of Paris Saint-Germain, said the football club is ready to help the company “export its pursuit of excellence” in its global growth plans.

Founded in 1988, Paris Baguette currently operates about 4000 stores globally, including 500 in North America, Europe, China, and Southeast Asia.

In August, Paris Baguette revealed plans to expand into the Philippines, its latest Southeast Asian market.