Paris Saint-Germain continues to expand its brand beyond sports and soccer. The capital’s club has just opened its first permanent café in the heart of Paris, directly integrated into its official store located at 92 Avenue des Champs-Élysées. The idea is simple: to offer a place where fans and tourists can extend the PSG experience over a coffee or a gourmet snack.
PSG opens its very first café on the Champs-Élysées
A red logo inspired by the Eiffel Tower, merchandise, and a friendly atmosphere: this new space is, of course, true to the red and blue spirit. The opening is part of a broader strategy, as PSG has already made inroads into the worlds of fashion, art, and lifestyle. The restaurant sector had remained largely unexplored until now, aside from a few isolated initiatives abroad.
The menu features original drinks with names inspired by the club and the capital. For example, there’s the PSG Cappuccino, whose foam is decorated with the club’s logo thanks to a blend of cocoa, cinnamon, and tonka bean. Other creations have been designed specifically for the location, such as the Saint-Germain Spritz Coffee, the Match-A, and signature smoothies. The coffee used comes primarily from Rwanda, a partner of the club for several years.
As for treats, the menu stays true to the coffee shop vibe. Cookies, madeleines, pastries, and slices of cake accompany the drinks. Toasted sandwiches and salads also round out the menu for those with bigger appetites. Prices are in line with those of neighborhood coffee shops, with smoothies around 9.90 euros and sweet snacks between 5 and 6 euros.
The project was developed in collaboration with coffee professionals, notably the team behind Cult Café in Paris, to offer carefully crafted beverages tailored to an international clientele. The venue also capitalizes on its strategic location. The PSG store already attracts a significant number of visitors, and the club hopes to serve several hundred drinks each day.
No sooner has its café opened than PSG is already planning other food and beverage projects, particularly near the Parc des Princes. With this first café, the club is taking a new step in its lifestyle strategy, further transforming its identity into a global brand.
📍Café PSG – 92 Avenue des Champs-Élysées, 75008