BYD and Paris Saint-Germain Join Forces in Global Partnership Focused on Innovation and Excellence
BYD, one of the world’s leading manufacturers of new-energy vehicles, has entered into a major global partnership with Paris Saint-Germain, one of the most recognized and influential football clubs in the world. Under the three-year agreement, which runs through June 2029, BYD will become the Official Automotive Partner of Paris Saint-Germain.
The partnership brings together two globally ambitious organizations that have built their reputations by challenging established conventions, embracing innovation and developing strong connections with audiences across international markets. While BYD has transformed the automotive industry through its focus on electrification and new-energy technologies, Paris Saint-Germain has established itself as a global sports and entertainment brand with a worldwide fan base.
Together, the two organizations intend to create a partnership that goes beyond traditional sponsorship. Over the next three seasons, BYD and Paris Saint-Germain will collaborate on global campaigns, digital content, fan experiences and exclusive activations designed to connect supporters with the Club and the automotive brand in new ways.
The partnership will include activities featuring Paris Saint-Germain’s men’s and women’s teams, giving fans around the world opportunities to engage with players and the Club through unique content and experiences. BYD will also receive prominent visibility at Parc des Princes, Paris Saint-Germain’s iconic home stadium.
In addition, BYD and DENZA, the Group’s premium automotive brand, will provide vehicles to support the day-to-day operations of Paris Saint-Germain. The presence of BYD and DENZA vehicles within the Club’s operations will further strengthen the connection between the two organizations and highlight the automotive group’s expanding global portfolio.
Two Global Brands Built on Ambition
The partnership reflects the shared values of BYD and Paris Saint-Germain. Both organizations have experienced rapid international growth by combining ambition with a willingness to innovate.
BYD has become a major force in the global automotive industry by focusing on new-energy vehicles and technologies. The company has developed a broad portfolio of electric and electrified vehicles while investing heavily in battery technology, energy solutions and other areas connected to the transition toward more sustainable mobility.
Paris Saint-Germain, meanwhile, has grown from a leading French football club into a global sports brand. Its influence extends well beyond the pitch, reaching millions of supporters through football, digital media, fashion, entertainment and international partnerships.
The two organizations share a focus on creating experiences that appeal to global audiences. For BYD, this means developing vehicles and technologies that combine innovation, performance and sustainability. For Paris Saint-Germain, it means delivering sporting excellence while building deeper connections with fans across different cultures and markets.
Their new partnership is designed to bring these strengths together.
Stella Li, Executive Vice-President of BYD, said the company was pleased to partner with a club that has become a global symbol of excellence, ambition and innovation.
“At BYD, we share the same determination to challenge convention, inspire progress and connect with people through innovation,” Li said. “This partnership brings together two globally recognised brands united by a forward-looking vision and a passion for creating exceptional experiences. Together, we look forward to engaging with millions of fans worldwide while promoting a more innovative and sustainable future.”
A Partnership Designed for Global Engagement
One of the central elements of the agreement will be the development of worldwide campaigns and fan-focused activities.
Football has become one of the most powerful global platforms for connecting brands with audiences. Paris Saint-Germain has supporters across continents, giving BYD an opportunity to strengthen its international visibility while engaging directly with football fans.
The partnership will include exclusive content featuring both the men’s and women’s teams. These initiatives are expected to give fans new ways to interact with players and experience the partnership through digital and physical activations.
The collaboration may also include immersive experiences that combine football, technology and automotive innovation. As consumer expectations increasingly shift toward interactive and personalized experiences, partnerships between global sports organizations and technology-focused brands are evolving beyond conventional advertising.
For BYD, the relationship with Paris Saint-Germain provides a platform to demonstrate its global ambitions and communicate its focus on new-energy mobility to a broad international audience.
For the football club, the partnership adds a major automotive brand with strong expertise in electrification and advanced technology to its growing group of global commercial partners.
Visibility at Parc des Princes
BYD will receive prominent visibility at Parc des Princes, one of the most famous football stadiums in the world.
The stadium provides a highly visible platform for the partnership, reaching supporters attending matches as well as audiences watching Paris Saint-Germain games and related content around the world.
The presence of BYD branding at the Club’s home stadium will help establish a strong visual connection between the two organizations. It will also reinforce BYD’s growing presence in international markets where football plays an important role in popular culture.
Parc des Princes is more than a sporting venue. It is a major symbol of Paris Saint-Germain’s identity and history. By becoming a visible partner at the stadium, BYD will be integrated into the Club’s matchday environment and broader fan experience.
The partnership will also extend beyond the stadium through global campaigns, social media content and fan activities.
BYD and DENZA Vehicles to Support the Club
Another important aspect of the agreement is the use of BYD and DENZA vehicles to support Paris Saint-Germain’s daily operations.
DENZA is BYD Group’s premium automotive brand, offering vehicles positioned at the higher end of the market. The involvement of both BYD and DENZA allows the partnership to showcase a broader range of the Group’s automotive capabilities.
The vehicles will be used in support of the Club’s operational activities, creating a practical connection between the automotive group and Paris Saint-Germain.
This arrangement also gives players, staff and other members of the organization the opportunity to experience the brands and their vehicle technologies directly. As the global automotive market continues to move toward electrification, partnerships such as this provide automakers with an opportunity to demonstrate the role of new-energy vehicles in everyday mobility.
The use of BYD and DENZA vehicles within the Club’s operations also supports the partnership’s broader focus on innovation and sustainability.
Connecting Automotive Innovation with Sporting Excellence
The relationship between the automotive and sports industries has historically been built around shared values such as performance, engineering and competition. The partnership between BYD and Paris Saint-Germain adds another dimension by placing innovation and sustainable mobility at the center of the collaboration.
BYD has positioned itself as a leader in the development of new-energy vehicles and related technologies. The company’s growth has been driven by its focus on electrification and the development of products designed for a changing global mobility environment.
Paris Saint-Germain represents a different form of performance. Its success is built on athletic ability, teamwork, strategy and a constant pursuit of excellence.
The two organizations believe these shared principles create a strong foundation for collaboration.
Both brands also have a strong international outlook. Paris Saint-Germain has developed a global following through its football success and international activities, while BYD has expanded its presence in automotive markets around the world.
The partnership therefore provides both organizations with opportunities to reach new audiences and strengthen their global identities.
Opportunities for Fans Around the World
For supporters, the partnership is expected to create new opportunities to engage with Paris Saint-Germain.
Over the three-season agreement, fans can expect global campaigns, exclusive digital content, immersive experiences and other activities connected to the Club and BYD.
These initiatives are designed to make the partnership relevant beyond matchdays. By combining football with technology and automotive innovation, BYD and Paris Saint-Germain can create experiences that appeal to supporters interested in sports, mobility and new technologies.
The involvement of both the men’s and women’s teams will also help broaden the partnership’s reach and provide more opportunities for fans to connect with players and the Club.
As the sports industry continues to expand its global digital presence, content will play an important role in building relationships between brands and supporters. The collaboration between BYD and Paris Saint-Germain is expected to use a combination of digital storytelling, live events and physical experiences to reach audiences in different markets.
Paris Saint-Germain Welcomes BYD
Richard Heaselgrave, Chief Revenue Officer of Paris Saint-Germain, welcomed BYD to the Club’s international partner network.
“We are proud to welcome BYD to the Paris Saint-Germain family,” Heaselgrave said. “As one of the world’s fastest-growing and most innovative companies, BYD is a natural partner for the Club. Bringing our two brands together opens exciting opportunities to engage fans through creativity, innovation and unique experiences around the world.”
His comments reflect the Club’s strategy of working with international companies that share its global ambitions.
Paris Saint-Germain has developed a diverse commercial ecosystem that includes partners from a variety of industries. The Club has increasingly focused on building partnerships that can create meaningful experiences for supporters while expanding its presence in international markets.
BYD’s focus on innovation and global growth aligns with that strategy.
Supporting a More Sustainable Future
Sustainability is another important theme connecting the partnership.
BYD’s business is centered on new-energy vehicles and technologies designed to support the transition toward more sustainable transportation. The company has made electrification a central part of its global strategy.
By partnering with a major international sports organization, BYD can communicate its sustainability message to a global audience.
Paris Saint-Germain, meanwhile, has also shown increasing interest in sustainability and responsible business practices across its operations and partnerships.
The collaboration therefore provides an opportunity to connect the global popularity of football with the development of more sustainable mobility solutions.
The partners aim to use their combined platforms to promote innovation and encourage a forward-looking approach to the future.
A Long-Term Platform for Collaboration
The agreement through June 2029 gives BYD and Paris Saint-Germain three seasons to develop and expand their relationship.
During this period, the partnership is expected to evolve through campaigns, events, content and new fan experiences. The long-term nature of the agreement provides both organizations with the opportunity to build a consistent global platform rather than focusing on a single campaign or event.
For BYD, the partnership strengthens its association with international excellence, performance and innovation. For Paris Saint-Germain, it adds a major global automotive company with expertise in new-energy mobility to its international commercial network.
The collaboration also reflects the growing importance of partnerships between global sports organizations and technology-driven companies.
As football continues to reach larger international audiences and the automotive industry undergoes rapid technological change, the partnership between BYD and Paris Saint-Germain places both brands at the intersection of sport, innovation, technology and sustainability.
Over the next three years, the two organizations will work to bring their shared vision to life through global campaigns, exclusive team content, fan activations and operational cooperation.
By combining BYD’s leadership in new-energy mobility with Paris Saint-Germain’s global influence, the partnership aims to create new experiences for supporters and promote a vision of the future built around innovation, ambition and excellence.
Source Link:https://www.byd.com/
