French soccer heavyweights Paris Saint-Germain (PSG) have brought in Beyond Developments, a Dubai-based real estate firm, as the new sleeve sponsor for the club's men's team.

Through a tie-up unveiled today and which runs through until 2029, the Beyond Developments logo will take its place on the sleeve of the PSG matchday jerseys for the first time for the team's game against city rivals Paris FC on Sunday (January 4).

PSG have said the deal will entail fan interactions, "curated events," access to current and former players, and "premium experiences."

It will also bring in new engagement opportunities for Beyond Developments globally, across new regions including Europe and Asia.

The last PSG men's team sleeve sponsor was online footwear marketplace Goat - but that deal ended in advance of the 2024-25 campaign, and no such partner has been in place since then.

This comes less than a month after PSG and the Visit Qatar tourism body extended their premium partner agreement until 2028.

The PSG-Visit Qatar extension covers the men's and women's soccer teams, as well as the men's handball side. Through the deal, the club will continue to promote Qatar as a premium travel destination.

The club is majority owned by Qatar Sports Investments (QSI), the investment fund that is backed by the Qatari state. The fund owns the Qatar Tourism Authority and the club’s primary sponsor Qatar Airways, which, early last year, renewed its agreement with PSG - also through the 2027-28 season.

Other state-owned brands that are partners of the club include Qatar National Bank, sports medicine business Aspetar, and major international sports broadcaster BeIN Sports.

In addition to Visit Qatar, other significant club sponsors include Nike (kit supplier) and Visit Rwanda.

PSG won both the French domestic Ligue 1 and the pan-European UEFA Champions League last season, but currently lie only second in the 2025-26 Ligue 1 table, behind Lens.