Paris Saint-Germain Launches Global “PSG Running” Programme.

Roger Hampel

Image: PSG

Paris Saint-Germain has launched a new global initiative titled PSG Running, positioning the club within the rapidly expanding recreational running market as part of its broader lifestyle and community engagement strategy.

The programme introduces a structured running ecosystem designed to operate year-round across France and international markets, extending the PSG brand beyond traditional football activity.

Expansion Beyond Matchday Football PSG

PSG Running includes the return of We Run Paris, a 10-kilometre race scheduled for June 28 with a finish line located outside the Parc des Princes. The event functions as a branded mass-participation activation targeting both local supporters and international visitors.

The initiative also features the rollout of international Run Clubs, beginning in London, alongside the launch of a digital PSG Run Club on Strava in March. Additional components include training guidance, nutrition content and performance advice designed to support participants across different ability levels.

By formalising running under its brand architecture, PSG enters a sector experiencing sustained global growth, with endurance events and digital fitness communities increasingly serving as commercial touchpoints for major sports organisations.

Image: PSG

Ambassador and Brand Alignment

The programme will be supported by Mo Farah, the four-time Olympic champion, who joins as an ambassador. His involvement aligns PSG with elite athletics credentials while reinforcing credibility within the running segment.

PSG’s technical partner Nike will support the initiative through activations, collective runs and digital challenges, integrating the programme into the club’s wider merchandising and performance ecosystem.

Strategic Positioning

PSG Running connects with the club’s MyParis membership framework and its network of 180 supporters’ clubs and PSG Academies across 22 countries. The structure suggests a model that blends physical events, digital engagement and loyalty integration.