BYD Scores Coveted PSG Global Sponsorship 

Chinese electric car brand BYD  has clinched a global partnership deal with reigning Ligue 1 and UEFA Champions League winners Paris Saint-Germain (PSG) through June 2029.

Under the three-year deal, major Chinese electric car brand becomes the Ligue 1 club’s official automotive partner. The partnership will be activated through global campaigns, exclusive content featuring PSG’s men’s and women’s teams, fan activations, and experiences.

The brand will also receive visibility across the club’s global ecosystem, while vehicles from both BYD and Denza, the group’s premium automotive line, will support the team’s day-to-day operations.

The agreement expands BYD’s presence in blockbuster global football partnerships, including Serie A’s Inter Milan, Brasileiro’s  Corinthians and  Premier League’s Manchester City. It has also backed the regional UEFA 2024 European Championship and of the UEFA Under-21 Euros last year.

According to ASN data, BYD (13.1%, US$2.4m+) is the 2^nd largest sponsor in the electric automobile category  in the Asian sponsorship landscape since Q423, with a quarterly average investment of almost US$223k during this period. The forecast for Q326 is US$258k, a figure similar to the investment of US$250k since Q325.