PSG Announces New Sponsorship Deal With UAE's BEYOND Developments

6 days ago 2

Paris Saint-Germain announced on Friday, Jan. 2, 2026, the signing of a premium partnership with BEYOND Developments, a real estate developer based in the United Arab Emirates, which will appear on the left sleeve of the PSG jersey starting this Sunday against Paris FC.

A sponsor of the recent Globe Soccer Awards ceremony in Dubai, where PSG won almost everything, BEYOND Developments officially became a new premium sleeve partner of PSG until 2029. The BEYOND logo will thus appear on the left sleeve of the PSG jersey starting this Sunday and the derby against Paris FC.

A nice coup by PSG's marketing department, which had not had a sponsor on the left sleeve of its jersey since the summer of 2024 and the end of its collaboration with GOAT. PSG had simply displayed the logo of its controversial partner "Visit Rwanda" during the 2025 Club World Cup, but this spot on the left sleeve of the jersey had been vacant since.

"This partnership with BEYOND Developments illustrates a strong alignment between two brands redefining excellence in their respective fields, with the shared conviction that sport and design have the power to inspire and elevate daily life. BEYOND's approach to creating meaningful places echoes our ambition to create connection through passion, creativity, and emotion," reacted Richard Heaselgrave, PSG's chief revenue officer, on the club's website.

"Through this collaboration, BEYOND and Paris Saint-Germain will activate new touchpoints around sport, culture, lifestyle, and community engagement," can also be read in PSG's press release. "These initiatives will include customized events, premium fan experiences, privileged access to players and Club Legends, as well as exclusive experiences celebrating the universal language of passion and performance."

For now, the value of this partnership has not yet been disclosed, but for comparison, the partnership with GOAT was estimated at more than 16 million euros per year. It was signed in 2022, and PSG was not yet European champion at that time.

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