Matvey Safonov is not only making headlines between the posts for PSG. In Russia, the Paris goalkeeper has become one of the faces of Vkusno i Tochka, the fast-food chain that replaced McDonald’s in the country. Several menus now bear his name, including a clever nod to his shirt number at PSG.
It is certainly an unexpected marketing campaign. In Russia, customers can now walk into a fast-food restaurant and order… a Matvey Safonov meal. The Paris Saint-Germain goalkeeper has lent his name to several combos offered by Vkusno i Tochka, including the “Matvey Safonov Big Hit Combo,” featuring a Big Hit burger, fries and a drink.
A 39% discount for PSG’s number 39
Other combinations feature products already sold by the chain, including a bacon version and another based around the Chicken Premier. But the campaign goes beyond simply using Safonov’s name: Vkusno i Tochka is also offering a 39% discount, directly inspired by the number 39 worn by the goalkeeper at PSG. The different meals start at 299 rubles, although no special “Safonov burger” has been created, with the chain instead grouping existing products into meals associated with the player.
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The campaign also highlights Safonov’s continued popularity in his homeland. The former Krasnodar goalkeeper remains one of the most high-profile Russian footballers playing abroad since joining Paris Saint-Germain, and his fame now clearly extends beyond the football pitch.
🍔🇷🇺 Matvey Safonov a désormais… son menu burger en Russie !
La chaîne Vkusno i Tochka, qui a remplacé McDonald’s dans le pays, propose plusieurs menus au nom du gardien du PSG. Il en a servi lui-même ce lundi.
Et clin d’œil au Parisien : une remise de 39 %, comme son numéro… pic.twitter.com/2OpYYAoMDK
— Vipsg_fr (@vipsg_fr) October 5, 2026
After making saves for PSG, Safonov is now lending his name to burgers in Russia. The goalkeeper even served some of the meals himself on Monday, adding another unusual chapter to his growing profile away from the pitch.
