PSG global reach drives three-year BYD automotive deal
Paris Saint-Germain have signed BYD as their global automotive partner until June 2029, giving the Chinese electric vehicle group access to the club’s international fan base and commercial platforms.
Paris Saint-Germain have agreed a three-year global partnership with BYD, adding the electric vehicle manufacturer to their commercial portfolio as both brands pursue further international growth.BYD will become PSG’s official automotive partner until June 2029, with the agreement covering worldwide campaigns, digital content and fan activations involving the club’s men’s and women’s teams.PSG chief revenue officer Richard Heaselgrave said: “We are proud to welcome BYD to the Paris Saint-Germain family. As one of the world’s fastest-growing and most innovative companies, BYD is a natural partner for the club.“Bringing our two brands together opens exciting opportunities to engage fans through creativity, innovation and unique experiences around the world.”The partnership will give BYD prominent visibility across PSG’s global commercial ecosystem, extending beyond matchday inventory into branded content and supporter experiences.Vehicles from BYD and DENZA, the group’s premium automotive brand, will also support PSG’s day-to-day operations.The operational element gives the partnership a product integration component alongside its marketing rights, allowing BYD to demonstrate its vehicles within the club’s business and sporting activities.BYD executive vice-president Stella Li said: “We are delighted to partner with Paris Saint-Germain, a club that has become a global symbol of excellence, ambition and innovation.“At BYD, we share the same determination to inspire progress and connect with people through innovation. This partnership brings together two globally recognised brands united by a forward-looking vision and a passion for creating exceptional experiences.“Together, we look forward to engaging with millions of fans worldwide while promoting a more innovative and sustainable future.”The agreement gives BYD a major football platform as the company expands its international automotive presence and seeks wider recognition for its electric and new energy vehicle brands.PSG offer commercial partners access to a global audience that extends beyond French football, supported by their international player profile, digital reach and lifestyle positioning.The inclusion of both senior teams also broadens the activation potential and gives BYD additional content and sponsorship opportunities across PSG’s football operations.The partnership will begin during the 2026/27 season and run until June 2029.