Project X Paris, official partner of the 2022 World Cup
It’s over, the 2022 edition of the World Cup has ended, and we know the winner. Unfortunately, Argentina beat our brave Blues after a match full of twists and emotions. The best final of all time, some say. So here at Project X Paris, we’re thrilled to have been official partners of the competition, with spots aired before several major matches.
A Unique 2022 Edition
Now that the 2022 FIFA World Cup, held in Qatar, is over, it’s time for reviews. A sporting review, to start. For example, we can talk about the incredible journey of our Blues, who despite several major absences in the squad (Benzema, Nkunku, Kimpembe, etc.), delivered very accomplished performances, reaching the final to face Argentina eye to eye, in a match specialists call “the best final of all time.” We can’t blame them: dominated for more than 70 minutes by an Argentine team at their best, the Blues gave their all for the great pleasure of football fans, in a final that ended with a penalty shootout. A match during which the current best player in the world (Messi) and the future best player in the world (Mbappe) traded blows, giving the match a very “Hollywood” turn that will remain in memories.
Despite the defeat in the final, we can be proud of our Blues and their journey. We can also salute the incredible performance of Morocco, the first African country to qualify for the semi-finals of a World Cup, a team that was followed with great enthusiasm here in France and has a bright future ahead. Just like our French team, whose squad was mostly composed of very young players (Tchouameni, Upamecano, Konate, Fofana, Thuram, Kolo Muani) who will continue to improve before the next competition, Euro 2024, which will take place in Germany. And Mbappe, who should continue to assert his dominance over the football world in the coming years. That’s all we wish them, as they made us vibrate throughout their journey, especially with that very tense confrontation against England. We also take this opportunity to congratulate the Argentinians, authors of a very, very great match, during which they physically and technically dominated us for 70 minutes before also succumbing to the madness of football, making this match incredible for spectators. To make a great match, you need two great teams, and it’s clear that the two best teams in the world faced each other that night.
Project X Paris Takes the Field
Here at PXP, this World Cup has a special flavor, as it’s the first global sporting event of this scale for which our brand is an official partner. It means a lot to us, and we hope you’re proud too, because if we’re here, it’s partly thanks to you, who support Project X Paris on social media and in everyday life by wearing our products. This privileged position as an official World Cup partner gave us the opportunity to broadcast commercials on TF1, Europe’s largest channel, before and during some matches. We were notably aired during Wales/England, Brazil/South Korea, and especially France/England, a real honor. This collaboration with the channel involved about 5 spots per match.
For Wales/England, for example, Project X Paris aired a spot in the match trailer at 1 pm, then another during the pre-match show before 4 pm. Another just before kickoff, one at halftime, and finally one at the end of the match. Project X Paris thus invaded the screens of the 8.7 million viewers (on average) watching the matches, a number that even rises to 17.72 million for the quarter-final against England. We’re obviously thrilled with this collaboration, especially since at PXP, we’ve long worked with footballers (Kimpembe, Neymar, Malcom, Cuadrado, Mahrez, etc.) and this collaboration with TF1 during the World Cup is just a logical continuation. We also hope to continue in this direction, 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 broader, perhaps older audience. An audience that is hard to reach through our social media communication, as they don’t frequent them or very little, unlike our very connected French youth.
Being able to feature our brand during such a unifying, popular event as a Football World Cup is a huge pride and great joy for our teams, especially the designers we rarely talk about. We hope that for you, supporters of the brand, it was nice to see our brand on screen, because as we said earlier, it’s partly thanks to you and the strength you give us. We will take advantage of all this excitement around the brand to do even crazier projects in 2023. And we can tell you: like our Blues, at Project X Paris we won’t give up!