November 13: Paris Saint-Germain have signed Bentley Motors as the official partner of the men’s first team until 2028, covering the luxury automotive category.
The two-season deal will see the club and the British manufacturer develop products and experiences for supporters, including on match days.
“We are delighted to welcome Bentley Motors as a partner of Paris Saint-Germain. This partnership reflects the Club’s ability to incorporate iconic brands, united by shared values and ambitions,” said Richard Heaselgrave, PSG’s Chief Revenue Officer. “Bentley represents a vision of luxury rooted in an extraordinary heritage, which resonates with our own identity and our tireless pursuit of excellence.”
Christophe Georges, member of the sales and marketing board at Bentley, said: “PSG has long been the global center of luxury, culture and creativity, influencing everything from art and fashion to design and hospitality. Bentley shares the same recognition for craftsmanship, performance and the pursuit of an exceptional experience.”
PSG has spent more than a decade positioning itself as a luxury and lifestyle brand as much as a football club, with partnerships and collaborations across fashion, design and premium consumer goods. Last month, the club signed L’Oréal as an official beauty partner, while this year alone they’ve added Coca-Cola, Google and Chinese electric car maker BYD.
Bentley and BYD occupy different ends of the car market, allowing PSG to sell separate categories rather than a single car deal. Bentley’s focus on hand-built luxury models aligns with the club’s premium positioning, while BYD targets mass-market electric vehicles.
For Bentley, the partnership offers access to one of the most followed clubs in world football at a time when PSG are winning back-to-back Champions Leagues. The club’s global audience, particularly among younger, wealthier fans in the Middle East, Asia and the US, coincides with markets where luxury car brands are looking to grow.
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