Paris Saint-Germain Expands WE RUN Internationally With First Doha Event.

Roger Hampel

Image: Paris Saint-Germain

Paris Saint-Germain is extending its WE RUN concept internationally, with Doha set to host its first edition on October 30 at the Lusail International Circuit.

More than 2,000 participants are expected for PSG QNB WE RUN DOHA, which will feature 10-kilometre and 5-kilometre races alongside a one-kilometre event for children. The Formula One circuit will be temporarily repurposed for the event.

The initiative adds another format to PSG's international fan and brand activities, using participation sport to engage audiences outside the traditional football matchday environment.

PSG Takes WE RUN to Doha Paris

PSG QNB WE RUN DOHA will be the first WE RUN experience staged in the Qatari capital with the support of Paris Saint-Germain.

The programme combines the three running distances with entertainment and activities intended to attract runners, families, PSG supporters and local communities.

The choice of the Lusail International Circuit also gives the event a venue already associated internationally with major sporting events, while placing PSG's branding in a sporting environment outside football.

Unlike a conventional fan event built around a match or first-team appearance, the running format gives participants a direct role in the experience.

Running Becomes Part of PSG's International Brand Activity

The Doha event forms part of PSG's efforts to develop experiences around running and the wider club brand internationally.

For football clubs with global audiences, participation-based events offer a different form of engagement from tours, retail openings or traditional supporter activations. They can involve people directly in an event carrying the club's identity, including participants who may not regularly attend PSG matches.

The concept also gives the club a platform that can operate independently of the football calendar and be adapted to different markets.

In Doha, the expected attendance of more than 2,000 provides PSG with an opportunity to connect its brand with running, family participation and the local sports community.

WE RUN Concept Set to Continue in Paris

The international expansion does not replace the concept's activity in PSG's home market.

The club has confirmed that WE RUN PARIS will return in spring 2027, extending the programme beyond the upcoming Doha edition.

The two events illustrate how PSG is developing WE RUN as a repeatable experiential format that can operate both in Paris and internationally.