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The 2022 edition of the World Cup is over, and we know the winner. Argentina unfortunately beat our valiant Bleus, at the end of a match full of twists and turns and emotions. The best final ever, some say. We at Project X Paris are therefore delighted to have been able to become official partners of the competition, with spots broadcast before several of the big games.
A unique 2022 edition
Now that the 2022 FIFA World Cup in Qatar is over, it's time to take stock. A sporting assessment, to begin with. We can, for example, mention the incredible achievements of our blue team, who, despite several major absences from the squad (Benzema, Nkunku, Kimpembe, etc.), put in some very accomplished performances, culminating in a place in the final to look the Argentinians in the eye, for a match that the specialists describe as "the best final of all time". We can't deny them that: dominated for over 70 minutes by an Argentinian team at its best, Les Bleus gave their all to delight soccer fans in a final that ended in a penalty shoot-out. It was a match in which the current world's best player (Messi) and the future world's best player (Mbappe) went head-to-head, giving the game a very "Hollywood" feel that will live long in the memory.
Despite the defeat in the final, we can be proud of our blues and their achievements. We can also salute the incredible performance of Morocco, the first African country to qualify for the semi-finals of a World Cup, a selection which was followed with great fervor here in France, and which has a radiant future ahead of it. Just like our French team, whose squad was mostly made up of very young players (Tchouameni, Upamecano, Konate, Fofana, Thuram, Kolo Muani) who will make further progress before the next competition, Euro 2024, to be held in Germany. And Mbappe, who will continue to dominate the soccer world in the coming years. That's all the bad news we wish them, as they've thrilled us all along the way, including that tense showdown with England. We'd also like to take this opportunity to congratulate the Argentinians, who put in a very, very good performance during the tournament. in which they dominated us physically and technically for 70 minutes, before they too gave in to the madness of soccer, making it an incredible match for the spectators. To play a great game, you need two great teams, and it's clear that the two greatest teams in the world were facing each other that night.
Project X Paris takes to the field
Here at PXP, this World Cup has a special flavor, as it's the first global sporting event of this magnitude for which our brand is an official partner. For us, this means a lot, and we hope you're proud too, because if we're where we are, it's thanks in part to you, who support the Project X Paris brand on the networks, and in everyday life by wearing our products. Our privileged position as official partner of the World Cup has given us the opportunity to broadcast commercials on TF1, Europe's biggest TV channel, before and during certain matches. In particular, we were broadcast during Wales/England, Brazil/South Korea and, above all, France/England - a real honor. This collaboration with the channel involved around 5 spots per match.
For Wales/England, for example, Project X Paris ran a spot in the match trailer at 1pm, then another in the pre-match mag before 4pm. Another just before kick-off, another at half-time, and finally one at the end of the match. Project X Paris thus invaded the screens of the 8.7 million spectators (on average) who watched the matches, a figure that even climbed to 17.72 million for the quarter-final against England. We're obviously delighted with this collaboration, especially as PXP has been working with footballers for a long time (Kimpembe, Neymar, Malcom, Cuadrado, Mahrez, etc.), and working with TF1 during the World Cup is just the next logical step. We hope to continue in this vein, because in France, sport and streetwear have been linked for years. It was also an opportunity for us to establish Project X Paris with a wider, perhaps older, audience. An audience that is difficult to reach with our social network communications, since they don't use them or use them very little, unlike our highly connected French youth.
To be able to showcase our brand at an event as unifying and popular as a soccer World Cup is a source of immense pride, and a great source of happiness for our teams, especially our designers, who don't get talked about much. We hope that you, the brand's supporters, enjoyed seeing our brand on screen, because as we said earlier, it's all thanks to you and the strength you send us. We're going to take advantage of all this excitement around the brand to make even crazier plans for 2023. And we can tell you: just like our Blues, at Project X Paris we're not going to give up!
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