French football giants Paris Saint-Germain announced this week that Chinese electric‑vehicle powerhouse BYD will become its Official Automotive Partner, a deal that runs through June 2029.
The alliance will see BYD’s branding woven into worldwide campaigns, exclusive digital content and a series of fan activations that will bring the automaker’s message directly to the stands of the Parc des Princes.
Beyond visibility, the partnership is positioned to accelerate BYD’s penetration across France and the broader European market, where the company hopes to shift consumer perception of Chinese automotive brands and translate that goodwill into higher electric‑vehicle sales.
A Shared Vision for Innovation and Excellence
Stella Li, Executive Vice‑President of BYD, said she was delighted to join forces with PSG, citing a common commitment to innovation, sustainability and excellence. “Our partnership with PSG reflects a shared vision of pushing boundaries and delivering cutting‑edge experiences,” she remarked.
Richard Heaselgrave, Chief Revenue Officer of PSG, welcomed BYD as a natural partner, emphasizing the club’s ambition to blend sport with forward‑thinking technology and culture.
The collaboration builds on BYD’s recent successes on the continental stage, having sponsored the UEFA Euro 2024 tournament and forged similar deals with Manchester City and Inter Milan, underscoring its growing footprint in global sport.
Fans around the world can look forward to a wave of creative activations that will blend the excitement of football with the future of mobility, engaging millions across continents.