UAE-based real estate developer BEYOND Developments has signed a multi-year global partnership with Paris Saint-Germain (PSG) to become the club’s premium sleeve partner until 2029.
Under the agreement, the two organisations will collaborate on a range of activations spanning sport, culture, lifestyle and community engagement.
Planned initiatives include curated events, enhanced fan experiences, and opportunities for engagement involving PSG players and club legends.
The partnership brings together two brands positioning themselves around modern design, culture and global lifestyles. Both BEYOND and PSG said the collaboration reflects a shared interest in using culture as a way to shape experiences and connect with international audiences.
The agreement also draws on the global profiles of Paris and Dubai, the cities most closely associated with each brand. While Paris is widely recognised for its heritage, fashion and cultural influence, Dubai is often associated with rapid growth, innovation and a forward-looking outlook.
The partnership aims to link these distinct but complementary identities through shared experiences and storytelling.
BEYOND and PSG said the collaboration is intended to create connections between place, culture and people, with a focus on audiences seeking globally minded, experience-led engagement.
Adil Taqi, CEO of BEYOND Developments, said: “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.”