Paris Saint-Germain have moved to reinforce their premium brand positioning by confirming Bentley Motors as an official luxury automotive partner of the men’s first team through 2028.
The partnership is understood to run across an initial two-season term and centres on the luxury automotive category. PSG and Bentley say the work will go beyond traditional advertising, with plans to develop joint products and supporter experiences, including on matchdays at the club’s venues.
Bentley will align with PSG’s global reach, using the club’s audience to support brand storytelling around craftsmanship and heritage. In return, PSG gain a partner positioned firmly in the high-end end of the market, strengthening their wider strategy of linking football with design, fashion and premium consumer experiences. A key detail is category separation. PSG’s commercial approach in the automotive space has previously covered different parts of the market, allowing luxury and mass-market mobility brands to operate without directly competing against each other.
PSG’s growing “lifestyle club” model
PSG have increasingly marketed themselves not just as a football team, but as a lifestyle brand. That has attracted sponsors looking to tap into a young, global supporter base and affluent consumer demographics—particularly in key growth regions for luxury goods.
Richard Heaselgrave, PSG chief revenue officer, said:
“We are delighted to welcome Bentley Motors as a partner of Paris Saint-Germain. This collaboration reflects the Club’s ability to bring iconic brands on board, united by shared values and ambitions,”
“Bentley represents a vision of luxury rooted in an extraordinary heritage, one that resonates with our own identity and our relentless pursuit of excellence.”
For Bentley, the attraction is access to one of world football’s most recognisable properties. For PSG fans, the pitch is clearer matchday involvement: the club has indicated supporter-focused activations will form part of the agreement rather than the partnership remaining purely brand-led.
With the deal now officially confirmed, PSG’s next step will be rolling out the on-the-ground elements of the agreement around the men’s first team’s fixtures, adding another premium layer to the club’s commercial calendar ahead of future domestic and European campaigns.
