UAE’s BEYOND Developments on European champion PSG’s sleeve until 2029

Paris Saint-Germain (PSG), the reigning UEFA Champions League and French Ligue 1 winners, will display UAE’s BEYOND Developments logo, after the Dubai real estate company signed a multi-year agreement with the Paris club to become its Premium Sleeve Partner.

The agreement is until the 2029 season. The logo made its debut on Paris Saint-Germain’s jersey during their 2-1 Ligue 1 victory against Paris FC on Sunday.

With a global fan base of 500 million supporters, including 235 million followers across social platforms, Paris Saint-Germain stands as one of the world’s most influential sporting brands.

Adil Taqi, CEO of BEYOND Developments, commented: “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.”

Richard Heaselgrave, Chief Revenue Officer at Paris Saint-Germain, added: “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.”

Since its launch in 2024, BEYOND has established itself as a design-led force emerging from Dubai, shaping waterfront destinations that prioritise human experience and contemporary living. Paris Saint-Germain extends its influence well beyond football, setting global standards through performance, style, and cultural relevance.

The partnership reinforces BEYOND’s international presence while unlocking opportunities to engage diverse audiences across Europe, Asia, and MENA.

The partnership also draws meaning from the cities that define each brand – Paris and Dubai. Both cities 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 attract global attention.

Through this collaboration, BEYOND and Paris Saint-Germain will create curated events, elevated fan interactions, access to players and club legends, and provide premium experiences designed to celebrate the universal language of passion and performance.