In 1968, FC Barcelona president Narcís de Carreras stood before the club’s membership and declared Barça was “més que un club“—more than a club. It was not a marketing slogan. It was a political act, a declaration of Catalan identity under Francisco Franco’s dictatorship, and it became the most famous motto in the history of sport. For decades, it meant something specific: a football club as a vessel for cultural survival.
Fifty-seven years later, in a pop-up event space on Union Square in New York—French chefs in the kitchen, artists’ limited-edition collaborations on the walls and a France-Senegal World Cup watch-along on a big screen—Paris Saint-Germain is attempting something audacious: turning that motto into a business model.
