The Cannes Debate: how did PSG crack the cultural crossover code?

PSG Chief Revenue Officer Richard Heaselgrave joins the show to lift the lid on how PSG have built value through an imaginative approach to brand identity and creative partnerships.

Heaselgrave joined PSG in May 2025 after stints leading commercial teams at World Rugby, Tennis Australia, the EFL, the NBA, and Uefa. He joins co-hosts James Emmett and Alex Charkham, who runs strategy and consulting for global sports and entertainment marketing agency Fuse, for this third and final episode of the Cannes Debate.

On the agenda: how Paris Saint-Germain built out its brand identity around Paris and everything the city stands for; the rationale and objectives behind the creative approach to activation in music, entertainment, and fashion; and a review of some of the best work and the most compelling trends at the Cannes Festival of Creativity this year.