French soccer giants Paris Saint-Germain (PSG) have continued their AI push by adding Harvey, the AI-based legal and professional services platform, as a commercial partner.
The agreement will see Harvey become the club’s official legal AI partner, with PSG’s in-house team utilizing Harvey’s platform to support its range of legal workflows to increase efficiency, faster research and drafting, and more informed decision-making across the organization.
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Harvey, meanwhile, will gain visibility at PSG’s home ground, Parc des Princes, via in-stadium and broadcast-visible branding throughout the season, while creating opportunities to engage customers and partners through experiences.
The partnership comes as Harvey prepares to open its Paris office as part of its expansion plans across Europe, having also secured sponsorship agreements with English Premier League club Fulham and the US Open tennis grand slam.
The agreement also furthers PSG’s technology push, having already struck a multi-year partnership with AI-powered fitness app Zing Coach, which will allow fans to compare their personal training plans to data from the club’s men’s and women’s players.
The same month, the club announced an agreement with Dubai-based real estate firm Beyond Developments, which now acts as the new sleeve sponsor of PSG’s men’s team in a deal running through the 2028-29 season.
The Visit Qatar tourism body, meanwhile, extended its premium partner agreement with the club until 2028 last December.
PSG, the reigning champions of France’s Ligue 1 top-flight and the elite UEFA Champions League, claim to have a global fanbase of over 500 million, including more than 235 million social media followers collectively across its accounts.
That historic 2024-25 campaign helped the team to secure record revenues of €837 million ($974.5 million) across the season.
Between the start of the current 2025-26 season and the October financial release, PSG’s online store sales rose by 210%, and in-store sales by 90%.
Elsewhere in top-tier European soccer, Germany’s Bayer 04 Leverkusen have secured beverage giant Anheuser-Busch InBev (AB InBev) as a new global beer partner.
The agreement, which starts from the 2026-27 Bundesliga season, sees AB InBev replace German brewery Bitburger, which has held the designation since 1995.
As part of the new partnership, AB InBev’s Bud lager, Beck’s, and Sparten Hell beer brands will feature at home stadium, BayArena, while Bitburger’s Früh Kölsch will continue to be served at matches involving all teams.
As well as gaining branding at BayArena via static boards, LED boards, at kiosks, and in the north-east beer garden, AB InBev will be allocated a hospitality area at the stadium and appear in various joint promotional campaigns.
AB InBev has a strong presence in soccer, having held the official beer designation for international soccer body FIFA for nearly four decades. Through that partnership, the company will be heavily involved with the upcoming World Cup across the US, Canada, and Mexico later this year.
Late last year, the company entered exclusive talks with European governing body UEFA to replace long-standing partner Heineken as its official beer sponsor for club competitions, including the top-tier Champions League.
AB InBev’s Michelob Ultra brand, meanwhile, has multi-year sponsorship agreements in place with North America’s top-tier Major League Soccer and Concacaf governing body.
