Paris Saint-Germain has announced a new multi-year partnership with Chinese electric vehicle manufacturer BYD, naming the company the club’s Official Automotive Partner through June 2029.
The agreement includes global marketing campaigns, exclusive content featuring PSG’s men’s and women’s teams, and fan engagement initiatives designed to connect supporters with the brand. As part of the partnership, vehicles from BYD and its premium brand Denza will also support the club’s day-to-day operations.
Richard Heaselgrave, PSG’s Chief Revenue Officer, said the partnership aligns two brands that share a commitment to innovation and excellence.
“We are delighted to welcome BYD to the Paris Saint-Germain family. As a leader in its industry, BYD embodies the innovation and excellence that are at the heart of our club’s vision. This partnership opens new opportunities to deliver creative and unique experiences for our fans around the world.”
BYD Executive Vice President Stella Li said the collaboration reflects the company’s ambition to strengthen its global brand through sport.
“We are proud to partner with Paris Saint-Germain, a global symbol of excellence, ambition and innovation. Together, we look forward to connecting with millions of fans worldwide while contributing to a more innovative and sustainable future.”
BYD continues expanding its football footprint
The PSG agreement is the latest step in BYD’s growing investment in global football.
The Chinese automotive giant already has partnerships with Manchester City and Inter Milan, while also serving as an official automotive partner of UEFA Euro 2024 and the 2024 Copa América.
In Brazil, BYD has signed sponsorship agreements with Corinthians and Bahia, and has also expanded its presence through investments in football broadcasting rights.
The latest deal further strengthens BYD’s strategy of using elite football properties to accelerate its international brand recognition as competition intensifies in the global electric vehicle market.