Pernod Ricard, the French liquor company known for its pastis, has canceled a newly announced sponsorship deal with Paris Saint-Germain (PSG) following backlash from fans of rival club Marseille. The company made this decision after protests erupted, emphasizing that pastis is deeply associated with Marseille, where the brand originated. CEO Alexandre Ricard expressed that the historical ties with Marseille are stronger than any commercial agreement, stating the decision came from the heart. The sponsorship, which aimed to position Pernod Ricard as PSG's sole champagne and spirits provider, generated significant criticism across French media and social platforms. Marseille fans felt betrayed by the deal, leading to calls for a boycott, which prompted even the city's mayor to request an explanation from the company. Pernod Ricard's connection to Marseille spans over 90 years, tying its heritage closely to the region.