Paris Saint-Germain (PSG) has formed a partnership with BEYOND Developments, a real estate developer based in the United Arab Emirates (UAE). The agreement runs until 2029 and designates BEYOND as the club’s Premium Sleeve Partner.
The BEYOND logo appeared on the Paris Saint-Germain jersey during the match against Paris FC.
BEYOND Developments launched in 2024 and operates from Dubai, focusing on waterfront destinations. The company works on projects that integrate natural elements with residential spaces.
PSG signs multi-year partnership deal with UAE real estate developer BEYOND Developments
Paris Saint-Germain operates in football and has expanded its presence in lifestyle sectors. The club engages audiences through its activities on the pitch and through cultural initiatives.
The partnership connects Paris and Dubai, two cities with different characteristics. Paris has heritage in fashion and culture, while Dubai focuses on development and innovation.
“This partnership with BEYOND Developments represents a powerful alignment between two brands that redefine excellence in their respective fields, with a shared belief that sport and design both have the power to inspire and elevate everyday life. BEYOND’s approach to creating meaningful spaces mirrors our own ambition to connect with people through passion, creativity, and emotion,” Richard Heaselgrave, Chief Revenue Officer at Paris Saint-Germain said in a statement.
PSG’s 500 million global fanbase opens market opportunities for BEYOND
“As we begin 2026, this partnership with Paris Saint-Germain sets a meaningful tone for the year ahead. It reflects our belief that great design and great sport share the same power. Both move people, shape culture, and create moments that stay with us. At BEYOND, we design destinations that evoke emotion and inspire connection. Paris Saint-Germain brings that same energy to a global stage. This collaboration allows us to engage audiences through a shared vision of creativity, performance, and modern living, while extending our presence to new communities around the world,” Adil Taqi, CEO of BEYOND Developments added.
The partnership will include events, fan interactions, access to players and Club Legends, and experiences designed around the club’s activities. BEYOND will use the partnership to extend its presence in Europe, Asia, and the Middle East and North Africa region.
Paris Saint-Germain has 500 million supporters worldwide, with 235 million followers on social media platforms. BEYOND Developments operates in the UAE, MENA region, and other markets.
The collaboration connects the two organisations’ audiences and creates opportunities for engagement across sport, lifestyle, and community activities.
