Paris SG: three-year partnership with Atout France centred on the “Ici C’est Paris La Maison” concept

Atout France, the national tourism development agency, and Paris Saint-Germain (Ligue 1 McDonald's) have signed "a three-year strategic partnership aimed at boosting France’s appeal among international tourists through ”Ici C’est Paris La Maison”, the experiential concept rolled out by the club in France and internationally," they announced on 7 July 2026.

“Ici C’est Paris La Maison” consists of a travelling pop-up space dedicated to Paris SG, within which a series of activities combining sport, culture and lifestyle are offered over several days. Launched in June 2025 and rolled out successively in Los Angeles (USA), Doha (QAT), London (GBR), Tokyo (JPN), Shanghai (CHN), back in Los Angeles, New York (USA) and finally in Paris (from 4 to 8 July 2026), this concept aims in particular to…