French soccer giants Paris Saint-Germain (PSG) have announced a new global partnership with Chinese electric car brand BYD through June 2029.
Under the three-year agreement, the company becomes the Ligue 1 club’s official automotive partner.
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The partnership will be activated through global campaigns, exclusive content featuring PSG’s men's and women's teams, fan activations, and experiences.
BYD will also receive visibility across the club’s global ecosystem, while vehicles from both BYD and Denza, the group's premium automotive brand, will support the team’s day-to-day operations.
The agreement expands BYD’s presence in soccer, where it has several sponsorship deals.
Earlier this year, the brand was named as a new training kit sleeve sponsor for English Premier League heavyweights Manchester City.
BYD also has partnerships with Inter Milan from Italy and Corinthians from Brazil.
The car manufacturer was a sponsor of the regional UEFA 2024 European Championship and of the UEFA Under-21 Euros last year.
In terms of recent commercial activity for PSG, the reigning Ligue 1 and UEFA Champions League holders extended their deal with international hotel chain Accor and partnered with telecommunications operator Asiacell in May.
The tie-up with Asiacell marked the first commercial agreement between a major soccer team and an Iraqi brand.
