October 8: Paris Saint-Germain take their WE RUN event overseas for the first time, with a Doha edition at Lusail International Circuit on October 30.
More than 2,000 people are expected at PSG QNB WE RUN DOHA. The Formula 1 track will be converted for the day to host 10km and 5km races, plus a 1km children’s race.
The event mixes running with entertainment and activities aimed at runners, families, PSG supporters and the local community. Lusail gives it an already internationally known venue for major sporting events and places the PSG brand in a sporting environment outside of football.
It’s a different kind of fan engagement for the club. Most of the international activity of the big clubs is built around tours, matches, retail openings or first team appearances. With WE RUN, participants directly participate in an event that carries the identity of PSG, and can reach people who rarely attend PSG matches.
The format is also independent of the football calendar. It can run in or out of season and adapt to different markets without the need for the first team.
Doha is a natural first stop. PSG is owned by Qatar Sports Investments and QNB, the Qatar National Bank, is the title partner of the event. The club already has a large number of supporters in the region.
The international edition does not replace the original. PSG have confirmed that WE RUN PARIS will return in the spring of 2027.
Together, the two events show PSG building WE RUN into a repeatable format, which can be staged at home and in other markets as part of its wider brand activity around the world.
Contact the writer of this story, Nick.Webster, at (email protected)