Paris Saint-Germain Names BEYOND Developments Sleeve Partner Until 2029

Dubai, UAE: Paris Saint-Germain has announced a new global partnership with BEYOND Developments, a UAE-based real estate developer born in Dubai and recognised for shaping distinctive waterfront destinations. Under the multi-year agreement, BEYOND becomes the Club’s Premium Sleeve Partner until 2029, bringing together two modern brands operating at the intersection of sport, design, and contemporary lifestyle.

The BEYOND logo made its on-pitch debut on the Paris Saint-Germain jersey during the Club’s latest national match against Paris FC.

A partnership rooted in shared values

Paris Saint-Germain and BEYOND Developments are united by a shared belief in the power of culture to shape experience. Both brands operate beyond their core industries, engaging global audiences through identity, creativity, and a strong sense of purpose, and occupying a space where sport, lifestyle, and expression naturally intersect.

Since its launch in 2024, BEYOND has established itself as a design-led force emerging from Dubai, developing waterfront destinations that prioritise human experience, natural integration, and contemporary living. Paris Saint-Germain, meanwhile, continues to extend its influence far beyond football, setting global standards through performance, style, and cultural relevance.

The partnership also draws significance from the cities that define each brand. Paris and Dubai are among the world’s most recognisable urban centres, admired for different yet complementary qualities. Paris represents heritage, fashion, and timeless cultural influence, while Dubai reflects momentum, innovation, and a future-oriented outlook. Together, they symbolise cities that attract global attention, shape lifestyle trends, inspire ambition, set new standards for modern living, and continue to evolve.

Connecting place, culture, and people

By bringing these worlds together, BEYOND and Paris Saint-Germain form a collaboration that connects place, culture, and people. The partnership is shaped by shared ambition and designed to resonate with audiences seeking experiences defined by creativity, character, and a global perspective.

Richard Heaselgrave, Chief Revenue Officer at Paris Saint-Germain, commented:

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.

Adil Taqi, CEO of BEYOND Developments, added:

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. At BEYOND, we design destinations that evoke emotion and inspire connection. Paris Saint-Germain brings that same energy to a global stage. This collaboration allows us to engage audiences through a shared vision of creativity, performance, and modern living, while extending our presence to new communities around the world.

Bringing sport, culture, and community together

Through the collaboration, BEYOND and Paris Saint-Germain will activate new touchpoints across sport, culture, lifestyle, and community engagement. These initiatives will include curated events, enhanced fan interactions, access to players and Club Legends, and premium experiences designed to celebrate the universal language of passion and performance.

For BEYOND, the partnership represents a natural extension of Dubai’s creative energy and global cultural influence, reinforcing the brand’s international presence while opening new opportunities to engage audiences across Europe, Asia, and the MENA region.

A new chapter of global storytelling

The partnership represents more than shared visibility. It reflects a deeper cultural exchange between Paris, Dubai, and the global communities connected to both brands. Together, BEYOND and Paris Saint-Germain aim to create moments shaped by passion, belonging, and human connection, resonating with audiences both on and off the pitch.

With a global fanbase of 500 million supporters, including 235 million followers across social platforms, Paris Saint-Germain ranks among the world’s most influential lifestyle and sporting brands. Combined with BEYOND’s growing presence across the UAE, MENA, and international markets, the collaboration marks a powerful new chapter in global engagement, uniting two brands shaping how the world experiences sport, lifestyle, and contemporary living.