I don't get the "premium" part. I mean who is to tell clubs that they can't accept sponsorships that are worth only say, $100,000 a deal and all they have to do is to flash the name of the sponsor on the billboard for like 3 seconds during a game? PSG or any club could get a ton of these sponsorships, I mean.
PSG marketing said some years ago that they are focusing on getting premium partnerships. It means they will focus on having a select few who will pay a lot more to get the exclusive space.
If you have 10 k sponsors fighting for 3 seconds of exposure, it is not worth it for them to offer anyy good money. A scheme like that would be shut down by former FFP (related parties) and new FFP (not fair value market even if those were unrelated parties).
Bit like some low level teams have a kit full of sponsors, even on their butts, which cannot amount to a single deal from PSG or Bar?a.