PARIS (Reuters) -French drinks and spirits company Pernod Ricard on Thursday said it would drop its plans to sponsor the country's reigning soccer champions Paris St Germain after facing a storm of criticism from fans saying the brand belonged to PSG's rivals Marseille.
The company - one of the world's main beverage producers - owes its ascent to Pastis de Marseille, the anise-flavoured spirit seen as an key part of the port city's identity.
"For more than 90 years, Ricard's history has been intertwined with Marseille, where it was born, grew up and was inspired. And this link is stronger than anything else," CEO Alexandre Ricard said in a statement announcing the U-turn.
Pernod's announcement of a sponsorship deal with PSG, aimed at making the company a worldwide official partner and the sole champagne and spirits provider of the club, earlier this week sparked debate in French media and among soccer fans.
Marseille are the only French club to have won the Champions League, after they beat AC Milan in the 1993 final.
(Reporting by Sudip Kar-Gupta, Editing by William Maclean and Toby Davis)
