The Visit Qatar tourism body has renewed its sponsorship of French soccer side Paris Saint-Germain (PSG), extending its premium partner agreement until 2028.
The renewal, which covers PSG’s men’s and women’s teams, as well as the men’s handball teams, will see the club continue to promote Qatar as a premium travel destination.
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The brand will maintain a strong visibility at the team’s home ground, Parc des Princes, with PSG players and former stars featuring in promotional trips designed to highlight the country's offerings.
Richard Heaselgrave, PSG’s chief revenue officer, said: “Today marks the continuation of a shared story. Visit Qatar and PSG have built a relationship grounded in long-term vision, creativity and cultural connection.
“Over more than a decade, this partnership has grown into one of our most meaningful and enduring collaborations, and its renewal reflects our confidence in its long-term potential.”
The club is majority owned by Qatar Sports Investments (QSI), the investment fund which is backed by the Qatari state. The fund owns the Qatar Tourism Authority and the club’s primary sponsor Qatar Airways, which this year renewed its agreement with PSG through the 2027-28 season.
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By GlobalDataOther state-owned brands that are partners of the club include Qatar National Bank, sports medicine business Aspetar, and major international sports broadcaster BeIN Sports.
The renewal builds on PSG’s original lucrative agreement with the Qatar Tourism Authority, struck in 2012, which saw the tourism body leverage the growing global brand of the Ligue 1 champions to showcase the kingdom to potential travellers.
At the time, it was reported that under the deal, the QTA would pay €150 million (then-$204 million) for the 2012-13 season, with the contract increasing in value on an annual basis to reach €200 million in the 2015-16 campaign.
However, the deal caused PSG to fall foul of UEFA's financial fair play rules in 2014, with an investigation by UEFA’s club financial control body (CFCB) determining the fair value of the QTA sponsorship was “significantly below” the valuation submitted by the club.
Given that the QTA is also a branch of the Qatari state, the deal was deemed by UEFA as a “related party transaction," and the CFCB eventually agreed to a settlement with sanctions against PSG.
The problem resurfaced in 2018 when UEFA informed PSG it could face further sanctions for breaching FFP rules over its QTA sponsorship, this time valued at €175 million per year, which was deemed far above commercial “fair value” by independent marketing consultancy Octagon.
The tie-up exists alongside PSG’s partnership with the Visit Rwanda tourism brand, which the club renewed through 2028 earlier this year.
Under that deal, the Visit Rwanda logo will continue to appear on the men’s team training and warm-up kit and the women’s playing kit sleeve, as well as on the training kits of the PSG academy teams based in the US and Canada.
In October, the club announced its treble-winning 2024-25 season had seen record revenues of €837 million, with commercial revenues hitting €367 million and matchday income reaching €175 million.
Along with renewing their shirt sponsorship with Qatar Airways in January, the club extended their partnership with betting firm ParionsSport Point de Vente, also through 2028.
Since the start of this season, meanwhile, six new partners have signed up, bringing the team’s portfolio to 31.
