Paris Saint-Germain Names BEYOND Developments as Premium Sleeve Partner in Global Deal Until 2029

The UAE-based real estate developer joins Paris Saint-Germain in a multi-year partnership that blends sport, design, culture, and contemporary lifestyle on a global stage

Paris Saint-Germain has announced a new global partnership with BEYOND Developments, appointing the Dubai-born real estate developer as the Club’s Premium Sleeve Partner through 2029. The multi-year agreement brings together two forward-looking brands that operate at the intersection of performance, creativity, and modern lifestyle, reinforcing Paris Saint-Germain’s growing presence beyond football and BEYOND’s expanding international ambitions.

BEYOND

The BEYOND logo made its first on-pitch appearance on the Paris Saint-Germain jersey during the club’s recent national match against Paris FC, signalling the formal start of a collaboration that extends far beyond branding visibility.

At its core, the partnership is rooted in shared values. Paris Saint-Germain and BEYOND Developments both view culture as a powerful force that shapes experience and identity. Each brand transcends its primary industry, engaging global audiences through emotion, creativity, and purpose, while naturally occupying the space where sport, design, and lifestyle converge.

Founded in 2024, BEYOND Developments has rapidly established itself as a design-led real estate player emerging from Dubai. The company focuses on shaping distinctive waterfront destinations that prioritise human experience, contemporary living, and a deep connection with the natural environment. Paris Saint-Germain, meanwhile, continues to redefine what a modern football club represents, evolving into a global lifestyle brand known for sporting excellence, style, and cultural relevance.

The partnership also draws meaning from the cities that define both organisations. Paris and Dubai stand among the world’s most recognisable urban centres, admired for qualities that are distinct yet complementary. Paris embodies heritage, fashion, and enduring cultural influence. Dubai represents momentum, innovation, and a bold, future-oriented outlook. Together, they reflect cities that attract global attention, inspire ambition, and continually set new standards for modern living.

Commenting on the announcement, Richard Heaselgrave, Chief Revenue Officer at Paris Saint-Germain, said the collaboration reflects a natural alignment between two brands that redefine excellence in their respective fields. He noted that BEYOND’s philosophy of creating meaningful spaces closely mirrors the club’s ambition to connect with people through passion, creativity, and emotion, both on and off the pitch.

Adil Taqi, Chief Executive Officer of BEYOND Developments, described the partnership as a strong way to begin 2026. He emphasised that great design and great sport share the same ability to move people, shape culture, and create lasting memories. According to him, Paris Saint-Germain brings that energy to a global stage, making the collaboration a powerful platform to engage audiences through a shared vision of creativity, performance, and modern living.

Through the partnership, BEYOND and Paris Saint-Germain will activate a range of initiatives across sport, culture, lifestyle, and community engagement. These include curated events, enhanced fan interactions, access to players and club legends, and premium experiences designed to celebrate passion and performance.

With a global fanbase of over 500 million supporters and a strong digital following of 235 million across social platforms, Paris Saint-Germain remains one of the world’s most influential sporting and lifestyle brands. Paired with BEYOND’s rising presence across the UAE, MENA, Europe, and Asia, the partnership marks a new chapter in global storytelling, connecting place, people, and purpose through a shared commitment to creativity, community, and bold expression.