Paris Saint-Germain names Dubai-based BEYOND Developments as premium sleeve partner until 2029
UAE developer’s logo debuts during national cup clash
DUBAI – Paris Saint-Germain has announced a new global partnership with BEYOND Developments, appointing the Dubai-based real estate developer as its Premium Sleeve Partner until 2029.
The multi-year agreement brings together two brands with strong international profiles, spanning elite sport, contemporary design, and modern lifestyle. BEYOND’s logo made its on-pitch debut on the Paris Saint-Germain jersey during the Club’s recent national match against Paris FC, marking the first visible activation of the collaboration.
The partnership aligns Paris Saint-Germain’s global sporting reach with BEYOND’s growing presence as a design-led developer emerging from the UAE.
Founded in Dubai and launched in 2024, BEYOND Developments has positioned itself at the forefront of creating waterfront destinations that focus on human experience, natural integration, and contemporary living. Paris Saint-Germain, meanwhile, continues to strengthen its identity as a club that operates beyond football, blending performance, fashion, and cultural relevance.
Shared values
At the core of the agreement is a shared belief in culture as a force that shapes identity and experience. Both organisations emphasise creativity, expression, and purpose, operating in spaces where sport, lifestyle, and design intersect naturally. The collaboration reflects a broader ambition to engage audiences not only through competition or construction, but through storytelling and emotional connection.
The partnership also draws meaning from the global reputations of Paris and Dubai. Paris is widely recognised for heritage, fashion, and lasting cultural influence, while Dubai is associated with innovation, momentum, and a future-focused outlook. Together, the two cities represent contrasting yet complementary visions of modern urban life, each attracting global attention and shaping lifestyle trends.
Global reach
Paris Saint-Germain enters the partnership with one of the largest fanbases in world sport. The Club counts around 500 million supporters globally, alongside 235 million followers across social media platforms, reinforcing its status as a leading international sporting and lifestyle brand. This reach provides BEYOND Developments with access to audiences across Europe, Asia, and the MENA region, supporting its international growth strategy.
For BEYOND, the partnership is positioned as an extension of Dubai’s creative and cultural influence on the global stage. By aligning with Paris Saint-Germain, the developer aims to strengthen brand visibility while connecting with communities that value design, performance, and contemporary living. The agreement reflects a wider trend of cross-industry collaborations that link sport with lifestyle and real estate.
Fan engagement
Beyond branding on the sleeve, the partnership will activate a range of initiatives across sport, culture, and community engagement. Planned touchpoints include curated events, enhanced fan interactions, access to players and Club Legends, and premium experiences designed to celebrate passion and performance. These activations are intended to deepen engagement with supporters while highlighting the shared values of both brands.
Richard Heaselgrave, Chief Revenue Officer at Paris Saint-Germain, said the agreement represents a strong alignment between two organisations that redefine excellence in their respective fields. He noted that BEYOND’s approach to creating meaningful spaces mirrors the Club’s ambition to connect with people through passion, creativity, and emotion.
Adil Taqi, Chief Executive Officer of BEYOND Developments, described the partnership as setting a meaningful tone for 2026. He said the collaboration reflects the belief that sport and design share the power to move people, shape culture, and create lasting moments. According to Taqi, the partnership provides a platform to engage global audiences through a shared vision of creativity, performance, and modern living.
Cultural exchange
The collaboration is positioned as more than a sponsorship arrangement, reflecting an ongoing cultural exchange between Paris, Dubai, and the global communities connected to both brands. By linking place, people, and creativity, Paris Saint-Germain and BEYOND Developments aim to create experiences that resonate both on and off the pitch.
As the partnership develops through to 2029, it brings together two brands seeking to shape how global audiences experience sport, lifestyle, and contemporary living, united by a focus on creativity, community, and bold expression.