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One of the most high-profile vape and sport collaborations has been renewed for a second term…making it one of the longest standing in history.

Words: Jordan Millar

There were no doubt cheers from the vape community when top drawer football squad Paris Saint-Germain first announced it was partnering with e-cigarette brand Geekvape.

Such a collaboration between a sports club and a vape company was virtually unheard of at the time…especially one of this scale.

The sponsorship deal quickly proved successful and saw the two parties – each at the top of their respective worlds – join forces across campaigns and co-branded products.

It even saw Geekvape, a Chinese-born brand renowned for its hardware, release a series of vape kits decorated with the PSG logo and colour scheme.

In fact, the first-of-its-kind team-up proved so beneficial that the pair has decided to renew its partnership – originally formed for the 2021/22 season – moving into this year.

This represents one of the longest ever working relationships between a sports club and vape company and is a testament to the industry’s growing public presence.

In a press release announcing the continued sponsorship, Geekvape said it hoped to piggyback on the ‘enormous popularity’ of football to spread the concept of health to fans around the world.

The brand suggested its work with PSG –which is home to football legends like Lionel Messi and Neymar Jr. – would also help elevate the vape sector.

Geekvape CEO, Allen Yang, said: “I am delighted that our partnership was so successful last year and it is an honour to carry on the spirit of healthy sport with Paris Saint-Germain.”

He added that the two groups share a focus on ‘excellence and elegance’ which will be reflected in their collaboration over a ‘new and exciting season’.

Yang said: “By forming alliances with one of the world’s most successful and greatest football clubs, we are expanding the scope of sports marketing and driving the vape industry towards new heights.”

Moving forward, Geekvape hopes it can build a strong collaboration with football fans and wants to use the extended PSG team-up to send an ‘important message to the world’.

Since Geekvape and PSG first joined forces in July of 2021, there has been increased cross-over between the worlds of vaping and sports.

One of the most high-profile examples of this is the UK brand Elux’s sponsorship of the recent Tyson Fury v Derek Chisora match-up.

For a full report on this, check out our story ‘The gloves are on in the fight against smoking’ in issue 42 of Vapouround Magazine.