• Public Relations
• Creative Partnerships
• Influencer Relations
• Event Management
• Social Media

The Dana Agency executed the PR and media strategy for the two-week Paris Saint-Germain Miami takeover leading up to the team’s faceoff with Italy’s Juventus FC in the 2017 International Champions Cup. PSG, one of Europe’s top soccer clubs and winner of three domestic trophies in the 2017 season, brought the flavor of France to Miami with numerous events throughout Miami-Dade County.

Our agency worked with several of the prestigious soccer club’s sponsors, including Achilles, Beats, Coca-Cola, EA Sports, Emirates, Hugo Boss and Nike, to execute team appearances at multiple retail stores, including Nike, The Alchemist and Shoe Gallery. The team also visited Miami’s Nicklaus Children’s Hospital, where players signed merchandise and playfully showed the children some of their soccer moves. 

Additional activations included a launch party at Wynwell with a branded pop-up skate park, celebrity EA Sports FIFA challenge, merchandise and player interviews; public team training sessions at Barry University; a fan-viewing party at Monty’s Coconut Grove; a branded Coyo Taco food truck serving a limited-edition PSG tacos; a 10-day silent auction at Fabien Castanier Gallery to benefit the PSG Foundation; and a match between the local children’s PSG Academy vs. the local Juventus Youth Academy hosted by PSG legends Juan Pablo Sorin and Maxwell. 

Our agency successfully garnered media coverage for each individual activation, as well as the Miami takeover experience. The public relations efforts proved to be rewarding to all PSG fans in South Florida, who got to meet their favorite players and get their signatures on limited-edition merchandise, and to the players, who were all overjoyed to be surrounded with such adoring fans and experience Miami’s diverse culture first-hand. The Dana Agency secured placements in highly coveted outlets, including CNN en Español, ESPN Deportes, Thrillist, Time Out, Miami Herald, Sun Sentinel, El Nuevo Herald, Telemundo, Univision, WSVN Fox, NBC 6 Miami, CBS 4 Miami, ABC 10 Miami and more.