PSG names BYD official automotive partner until 2029
Published Date :
Paris Saint-Germain and BYD have signed a three-year global partnership, making the Chinese new-energy vehicle manufacturer the club’s Official Automotive Partner while bringing BYD and DENZA vehicles into PSG operations worldwide.
Paris Saint-Germain and BYD have announced a multiyear global partnership running until June 2029, with the Chinese automotive company becoming the football club’s Official Automotive Partner. The agreement brings together one of football’s most recognised clubs and BYD, one of the world’s largest new-energy vehicle manufacturers. Financial details of the partnership have not been disclosed.
Global campaigns and fan experiences
Over the next three seasons, the partnership will include global marketing campaigns, exclusive content featuring Paris Saint-Germain’s men’s and women’s teams, fan activations and special experiences for supporters around the world.
BYD will receive visibility across PSG’s international ecosystem, including branding opportunities at the Parc des Princes stadium. Vehicles from BYD and its premium DENZA brand will also be provided to support the club’s daily operations.
The partnership gives BYD another global platform to showcase its electric vehicles, plug-in hybrid technology and wider new-energy mobility solutions. It also supports the company’s continued expansion in France through increased brand awareness and customer engagement.
BYD and PSG focus on innovation
Richard Heaselgrave, Chief Revenue Officer of Paris Saint-Germain, said BYD’s rapid growth and focus on innovation made the company a strong fit for the club.
He added that the partnership would create new ways to connect with supporters through creative campaigns, technology and unique experiences.
Stella Li, Executive Vice President of BYD, said both organisations share a commitment to innovation and global engagement. She added that the collaboration would allow the brands to connect with millions of fans while promoting a more sustainable future.
Automotive brands strengthen football partnerships
The BYD and PSG partnership follows a growing trend of automotive manufacturers using football partnerships to increase international visibility and strengthen customer connections.
BMW has partnered with Real Madrid since 2022, supplying electrified vehicles to the club’s football teams, basketball squad and coaching staff. The partnership includes models such as the BMW i7, BMW iX and BMW XM.
Audi remains FC Bayern Munich’s exclusive automotive partner under an agreement extended until 2029. The partnership focuses on electrification, mobility solutions and marketing activities, with players receiving vehicles from Audi’s electric and hybrid range.
Jeep also returned as a major Juventus partner from the 2025/26 season alongside Visit Detroit under a multiyear agreement. The SUV manufacturer previously served as Juventus’ main shirt sponsor from 2012 until 2024.
BYD has also increased its presence in football sponsorships, becoming Manchester City’s Official Automotive Partner in 2026. The agreement includes BYD and DENZA vehicle supply, charging solutions and energy-storage systems, while BYD branding appears on training kits for the club’s men’s and women’s teams.
BYD expands global brand presence
For Paris Saint-Germain, the agreement adds another international brand to its commercial partnership portfolio.
For BYD, the collaboration provides access to PSG’s global fanbase and strengthens the company’s position as it expands its electric vehicle presence across international markets.
By combining vehicle integration, digital content, fan engagement and global visibility, the BYD and PSG partnership extends beyond traditional sponsorship and will continue through June 2029.
