5th January 2026
January 4 – French giants, Paris Saint-Germain, have announced a multi-year global sponsorship with Beyond Developments, a Dubai-based real estate company. Under the agreement, Beyond becomes PSG’s Premium Sleeve Partner through 2029, with its logo making its debut in the Parisian derby against Paris FC.
Since its Qatari ownership began in 2011, PSG has seen its brand across the MENA region explode, while positioning itself not just as a football club but as a global lifestyle brand. The club has launched into multiple partnerships, developed academies, and conducted tours across the Gulf and wider region, powering the growth of the club outside of its traditional home of Paris.
Beyond, launched in 2024, with a focus on ‘human-centered spaces that blend architecture, nature, and experience’.
“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,” said Richard Heaselgrave, chief revenue officer at Paris Saint-Germain.
For Beyond, aligning with PSG offers global reach and cultural relevance, particularly across Europe, Asia, and MENA. “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,” said Adil Taqi, CEO of Beyond Developments.
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