PSG extends lead over OM and Lens in attractiveness index
A Kantar study dated October 19, 2026 places Paris Saint-Germain at the top of attractiveness in France, with 38% of football-interested people naming them as their club of heart.
Key takeaways
- PSG is identified as the club of heart by 38% of people interested in football in the Kantar study published on October 19, 2026.
- OM earns 17% and RC Lens 11% in the same attractiveness measure.
- Kantar attributes 37% of attractiveness importance to emotional connection, 34% to presence in mind and 29% to the ability to differentiate.
- Among those 65 and older, RC Lens finishes second and shows an emotional connection stronger than PSG's in this age group.
- PSG had three wins to start October 2026, including 4-2 against Manchester City on October 14, 2026 and 3-1 at Strasbourg on October 17, 2026.
A Kantar study published on Monday, October 19, 2026 shows a clear superiority of Paris Saint-Germain (PSG) over its French rivals in terms of attractiveness, measured by the share of people who consider a club to be their “club of heart.” PSG collects 38% of the votes among people interested in football, ahead of Olympique de Marseille (OM) at 17% and RC Lens at 11%.
Methodology and key axes
The online survey, conducted from August 17 to 21, 2026 with 600 people aged 18 and over who show at least some interest in football, breaks down attractiveness into three main pillars: emotional connection (37% of total importance), presence in the mind (34%), and the ability to stand out and set trends (29%). Kantar also assesses the weight of history, rooting, and supporter passion (36%) versus prestige and influence (33%) in explaining the value of a sports brand.
What the public breakdown shows
PSG dominates presence in the mind: nearly one respondent in two spontaneously names the Paris club when French teams are mentioned. PSG’s dominance is not confined to the most passionate fans: the club retains notable attractiveness among less engaged audiences, a segment that only OM also manages to reach according to the study. RC Lens appears as a different case: its attractiveness is mainly rooted in regional ties and a popular identity. Among people aged 65 and over, Lens finishes in second place and shows a stronger emotional connection than PSG in this age group.
Implications for clubs and sponsors
The study highlights the commercial impact of these different attractiveness profiles. For sponsors, a club’s ability to evoke emotional connection, stay top of mind, and differentiate itself is decisive when choosing sponsorship deals. Furthermore, 59% of Ligue 1 fans surveyed say team composition strongly influences their decision to watch a match, reinforcing brands’ interest in clubs with strong notoriety and a distinctive image.
Links with PSG’s sporting trajectory
Sportingly, PSG has recent significant results that can bolster its image: the club won at Strasbourg 3-1 on Saturday, October 17, 2026 (goals by Illia Zabarnyi 77’, Ousmane Dembélé 85’, Désiré Doué 90+3’), beat Manchester City 4-2 on Wednesday, October 14, 2026 (goals by Désiré Doué 13’, Ousmane Dembélé 15’, Vitinha 32’, Maghnes Akliouche 62’), and also won 3-1 against Le Mans on Saturday, October 10, 2026. These successes, which place PSG top of its Champions League group (6 pts from 2 games, 10 goals for, 3 against) and second in Ligue 1 as of October 20, 2026 (14 pts in 7 games), can help consolidate presence in the mind and the prestige identified by Kantar.
The study encourages clubs to build a distinct identity and to retain audiences beyond mere sporting performance to boost their commercial attractiveness.
Your questions, our answers
Who leads the attractiveness of French clubs according to the study?
Paris Saint-Germain dominates attractiveness, named club of heart by 38% of football-interested people.
What are the three pillars of attractiveness identified by the Kantar study?
The three pillars are emotional connection (37%), presence in mind (34%) and the ability to differentiate (29%).
Where does RC Lens stand among seniors in this study?
Among the 65 and over group, RC Lens is in second place and shows an emotional connection stronger than PSG.