PSG x Netcord: one of the largest football communities on Discord
A server open to supporters, run all season, with intensity rising on matchdays and a direct link to the club's loyalty programme.
Bringing a club closer to its most engaged supporters
PSG was one of the first football clubs to open a Discord server. The goal was not reach, which the club already achieves elsewhere, but depth of relationship: creating a space where supporters talk to each other rather than to the official account. The idea was also to bridge to MyParis, the programme giving the most engaged fans access to exclusive experiences.
What we put in place
Pre- and post-match lives
Live sessions around the biggest fixtures, creating a ritual and a reason to come back at a fixed time.
Quizzes and editorial formats
Recurring formats that keep the server alive between matches, the period when most sports communities go quiet.
Reinforced matchday moderation
Increased presence during peaks of traffic and emotion, with an escalation procedure agreed with the club.
Engagement gamification
A progression and reward system that recognises the most active members, with roles and access that have to be earned.
Bridge to MyParis
Connecting the community to the club's premium loyalty programme, extending the relationship beyond the server.
Sponsor activations
Partner operations built into the life of the server, designed as moments for members rather than as ad placements.
What it produced
A space where supporters talk to each other, a qualified audience that can be mobilised for key moments, and an activation channel for the loyalty programme and the club's partners that does not rely on buying ad space.
A project on this scale?
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