Paris Saint-Germain and BEYOND Developments Announce Multiyear Partnership Until 2029.

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Reigning European champions Paris Saint-Germain have announced a new global partnership with BEYOND Developments. The Dubai-based real estate developer becomes PSG’s Official Premium Sleeve Partner in a multi-year agreement running until 2029.

The Partnership
Announced by PSG, the deal brings together two brands focused on sport, design, and lifestyle. 

Under the agreement, the BEYOND logo will appear on the sleeve of PSG’s jerseys starting with the national fixture against Paris FC. 

The partnership is built around the theme “Two Cities. One Soul”, celebrating the connection between Paris and Dubai — two cities known for shaping global trends in culture, creativity, and ambition.

PSG and BEYOND plan to roll out activations across:
1. Sport: Premium fan experiences and events
2. Culture: Curated collaborations linking football, fashion, and design  
3. Community: International engagement across Europe, Asia, and MENA with access to players and club legends

The partnership was launched with an exclusive event in Dubai, attended by PSG legend Marco Verratti, where the club also previewed the PSG 2026–27 home kit.

- For PSG: Expands the club’s influence in the Middle East and adds a major lifestyle partner
- For BEYOND: Marks its first major entry into elite European football, reaching PSG’s 500+ million global fanbase

“Both brands operate beyond their core industries, engaging global audiences through identity, creativity, and purpose,” PSG said in the announcement.

The collaboration will run through 2029 and aims to create experiences that resonate both on and off the pitch.

PSG × BEYOND: Multi-Year Partnership Until 2029 with Eiffel Tower + Dubai skyline theme

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