Paris Saint-Germain Signs BEYOND Developments as Premium Sleeve Partner Through 2029.

Roger Hampel

Image: Paris Saint-Germain

Paris Saint-Germain has confirmed a multi-year commercial partnership with BEYOND Developments, naming the UAE-based real estate company as its new Premium Sleeve Partner until 2029.

The BEYOND logo will appear on PSG’s playing kit starting with the club’s next domestic fixture against Paris FC on Sunday, 4 January. The agreement adds another Middle East–based brand to PSG’s commercial portfolio, reinforcing the club’s positioning at the intersection of sport, lifestyle and global real estate investment.

Real Estate Sponsorship as a Strategic Category

For Paris Saint-Germain, the partnership continues a broader trend of working with premium real estate and infrastructure brands, particularly from the Gulf region, where sports sponsorship is increasingly leveraged to support global brand expansion rather than short-term visibility.

BEYOND Developments, launched in 2024 and headquartered in Dubai, operates in the high-end waterfront development segment. The PSG deal provides access to a global sports platform with strong reach in Europe, Asia and the MENA region.

Commercial Scope and Visibility Paris Saint-Germain

Under the agreement, BEYOND receives sleeve branding on PSG’s men’s first-team kit and will activate across selected club platforms. While the announcement references lifestyle-led activations and premium experiences, the core commercial asset remains long-term jersey visibility tied to PSG’s global broadcast and digital footprint.

Executive Commentary

Richard Heaselgrave, Chief Revenue Officer at Paris Saint-Germain, positioned the partnership within the club’s broader commercial strategy:

“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.”