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PSG OFF THE PITCH THE CULTURAL CLUB

You already know what Paris Saint-Germain can do on the pitch. But what happens once those ninety minutes are over? Turn the page and see for yourself: that’s where the real story begins—and why we created this magazine. Since day one, PSG has forged its own path, breaking the mold and challenging expectations. Young in spirit, ambitious by nature and inseparable from Paris, we constantly push beyond football to craft new experiences—from matchday and hospitality to culture, innovation, entertainment and global ventures. Not every great idea belongs on a pitch. Neither does our ambition. This issue brings you closer to what’s taking shape, the momentum gathering and the opportunities opening up. For our partners, and those ready to join us next, consider this your invitation to step inside. Want to know the best part? There’s much more to come. Two further editions will follow this season, taking you deeper into what we’re building and where we can go together. PSG is already moving. We invite you to be part of what comes next. R I C H A R D H E AS E LG R AV E / C H I E F R E V E N U E O F F I C E R

CONTENTS

THE 4 CLUB

12 THE 26 FUTURE 2

THE CITY

CREATED DIFFERENTLY FROM THE VERY BEGINNING, PARIS SAINT-GERMAIN HAS ALWAYS DEFIED EXPECTATIONS. YOUNG IN SPIRIT AND AMBITIOUS, THE CLUB HAS FORGED ITS OWN PATH WHILE REMAINING TRUE TO ITS IDENTITY. TODAY, IT CONTINUES TO SET THE PACE FOR A NEW GENERATION.

THE CLUB THE CLUB OF THE NEW GENERATION

BORN TO BE ALIVE The evidence is everywhere. Its jersey is as much at home on the runway as it is on the streets of Paris, Tokyo, New York and Seoul. It sits on the shoulders of even those with little interest in football. Every new release is eagerly awaited as the next collector’s item. How did a club founded just over half a century ago become one of the world’s most influential sporting brands? Perhaps because it has always stood apart. Founded in 1970, Paris Saint-Germain remains the youngest of Europe’s footballing giants. While many of its rivals have spent more than a century building their legacy, it has forged its own at a remarkable pace. The arrival of Qatar Sports Investments in 2011 marked the beginning of a new era, accelerating its ambitions and global growth. Its trophy cabinet now rivals those of Europe’s most storied clubs. PSG is France’s most successful club, having claimed back-to-back UEFA Champions League titles in 2025 and 2026. Last season, Luis Enrique’s men completed a historic sextuple, while the women’s side has firmly established itself among Europe’s elite.

Some clubs win trophies. Others shape an era. Paris Saint-Germain does both.

Along the way, the club has not only etched its name into the history of the game, but also that of its greatest figures into the hearts of millions of supporters worldwide. While football remains the club’s beating heart, Paris Saint-Germain brings the same drive to every discipline it embraces. Thirteen-time French champions, including an unprecedented run of twelve consecutive league titles, PSG Handball has become a dominant force on the domestic stage and now ranks among Europe’s leading teams. The same spirit carries over to the tatami, where the club’s judo section, two-time European mixedteam champions, is preparing the next generation with the Los Angeles 2028 Olympic Games in its sights. The club has also made its mark in the virtual arena. A pioneer of esports since 2016, with 32 titles to its name, PSG reached another milestone by forging an ambitious partnership with Team Vitality, one of the world’s leading organisations in competitive gaming. Each success reflects the same guiding philosophy: making performance and excellence a shared culture. Shaped by a city unlike any other, Paris SaintGermain has evolved in its image. Inheriting the elegance, boldness and creative energy of the French capital, the club has made these defining qualities one of the hallmarks of its identity. Far beyond the pitch, Paris Saint-Germain has become a cultural icon and a living legend, embodying the lights of Paris on the global stage.

PSG is valued at

$5.8B ranking as the 5th most valuable football club in the world according to Forbes 2026.

660M+ fans worldwide

163

supporters clubs

246M+

followers across social media

THE

SHOW

MUST GO ON 8

‘‘ OUR AMBITION IS SIMPLE: TO GIVE EVERYONE A WAY INTO THE WORLD OF PSG THROUGH WHAT RESONATES WITH THEM MOST.”

What makes Paris Saint-Germain unique? First and foremost, it's the clear and consistent vision we've pursued since 2011. We may be one of Europe's youngest major clubs, but we've already become one of the world's most influential sports brands. Being born in Paris—a global capital of creativity and innovation—means PSG has a responsibility to embody the city's energy. Sporting excellence remains at the heart of everything we do, but culture has become a powerful catalyst for emotion and desirability. That's why millions of young people wear our colours without having discovered PSG through football alone.

new generation. Through our PSG Academies, our inclusion programmes and our work supporting young people, individuals with disabilities, and hospitalised children, we show that Paris SaintGermain’s impact goes far beyond the pitch. For us, sport is a tool for education, self-confidence, and opening doors to the world.

Paris Saint-Germain is now far more than a sports club. What has it become? At our core, we remain an elite multi-sport club. But we also want to be part of our supporters' everyday lives—whether they're running, travelling, discovering Paris or exploring fashion, music, art, gastronomy or wellbeing. Paris Saint-Germain has evolved into a cultural brand in constant motion. Our ambition is simple: to give everyone a way into the world of PSG through whichever aspect resonates most with them.

You want Paris Saint-Germain to be a force for good and a role model for the new generation. How does that ambition translate into practice? Young people expect more from the brands they admire. They want them to create, bring people together and take responsibility. That’s what guides us every single day: collaborating with emerging creatives, driving innovation through PSG Labs, exploring music with PSG Music Lab, designing unique experiences and rolling out community initiatives wherever we operate. Our goal isn't just to be the new generation's favourite club: it's to be the one that inspires them.

What role does the brand play in the Club's growth strategy today? The brand is a true driver of growth, enabling us to create new experiences and develop new products, services and partnerships. When a brand is strong, it earns preference; when it's loved, it fosters genuine connections. We don't simply offer our partners visibility: we invite them to join an everevolving cultural universe.

Looking ten years ahead, what innovation or experience would you still dream of creating for Paris Saint-Germain? To imagine what no one sees coming. The greatest compliment would be to see other sports franchises follow the path we’ve set in motion. I want to keep blurring the boundaries even further between sport, culture and social impact, creating experiences unlike anything that's come before. In ten years, I'd love to see a young person choose PSG as much for its values, authenticity and openness as for its victories. If we can inspire the new generation without ever losing sight of our roots, we won’t just have achieved a brand strategy, we will have built a legacy.

How do you expand internationally without ever losing your Parisian identity? By remaining unapologetically Parisian. The more confidently a brand embraces its identity, the more universal it becomes. Whenever we open an Ici C'est Paris La Maison in Tokyo, New York or Shanghai, we're not simply exporting a football club—we're sharing a vision of Paris shaped by creativity, elegance and boldness. People don't want PSG to be like everyone else. They expect us to bring them a piece of Paris. As Vice President of PSG for Communities, which initiatives best embody the Club’s commitment? PSG for Communities is perhaps the strongest expression of our ambition to be the club of the

INTERVIEW

FA B I E N A L L ÈG R E / C H I E F B R A N D O F F I C E R , PA R I S SA I N T- G E R M A I N & V I C E P R ES I D E N T, PS G FO R C O M M U N I TI E S

One of two ultra-limited collector pieces, Astro Boy returns to PSG for a second collaboration with French sculptor Leblon Delienne.

PSG x XO: a collector’s edition shirt born in Los Angeles from the Club’s partnership with The Weeknd’s iconic label. Two global cultures collide through football, music and style.

Born from Paris’s creative energy, Ici C’est Paris Music Lab brings sport, music and a new generation of artists into the PSG universe.

A PSG multi-sport ground reimagined by American graffiti artist Futura 2000.

What better way to celebrate France’s Fête de la Musique than a SNIPES x PSG night unveiling the Club's new home & away kits for the 2026-2027 season?

Désiré Doué and PSG as they marked their backto-back Champions League triumph in 2026.

ICI C’EST PARIS

THE CITY THE STORY OF PSG CANNOT BE TOLD WITHOUT PARIS. THE CITY SHAPES ITS IDENTITY, INSPIRES ITS VALUES AND DEFINES EVERYTHING IT STANDS FOR, FROM THE EIFFEL TOWER ON THE CLUB’S CREST TO THE SUPPORTERS’ ENDURING ANTHEMS, Ô VILLE LUMIÈRE AND PARIS IS MAGIC. 12

Ô VILLE LUMIÈRE

No title has become more synonymous with a city than this one has with Paris: the fashion capital of the world. From haute couture maisons and Fashion Week runways to the workshops of master artisans, artistry flourishes here in every imaginable form. It fills galleries, inspires artists and fuels designers, turning the city itself into an open canvas. Paris Saint-Germain naturally makes this energy its own, forging collaborations with the people and brands shaping today’s cultural landscape. From its long-standing partnership with Jordan Brand to its collaboration with 3.Paradis, unveiled on the Fashion Week runway by Adriana Karembeu, the Club continues to push boundaries. This vision unfolds in many ways. Parisian elegance meets refined tailoring with its partner haute couture Maison Dior. Paris Saint-Germain also champions local craftsmanship, inviting designer Courtney McWilliams to transform vintage Nike jerseys into contemporary pieces at a workshop in Ivry-sur-Seine. That same philosophy lives on through PSG Limited, a laboratory of ideas where Parisian talents are invited to reinterpret the Club’s identity. Walk in Paris blends seventies influences with hip-hop culture and modern streetwear. Designer Clémence Cahu creates an exclusive unisex bag featuring the Eiffel Tower alongside the Club’s iconic slogan. Meanwhile, Macon & Lesquoy celebrates traditional craftsmanship through hand-embroidered brooches bearing the emblems of both the City of Light and Paris Saint-Germain. The conversation extends beyond fashion with Franco-Dutch artist Pieter Ceizer, who reimagines the Club’s crest as a sculptural steel typographic work inspired by the spirit of Ici C’est Paris. Rather than a series of capsule collections, PSG Limited mirrors a city that is forever evolving, where the lines between fashion,

design, craftsmanship and urban culture become increasingly blurred. Through its partnership with Art Basel, Paris Saint-Germain also steps into the world of contemporary art. The monumental installation by photographer Georges Rousse at the Parc des Princes, Futura 2000’s transformation of a multi-sports court in Tremblay-en-France with Qatar Airways and Spanish artist Edgar Plans’ limited edition of 150 jerseys and posters celebrating the Club’s UEFA Champions League triumph all speak to this creative dialogue. It is a meeting point where sporting achievement and artistic expression stand side by side. Together, these collaborations illustrate the unique relationship between Paris and its Club. Both keep reinventing themselves through the people who bring them to life, today and tomorrow, each remaining an eternal source of inspiration for the other.

Paris Saint-Germain draws its inspiration from the city that gave it life. Through fashion, art and design, its collaborations reflect the energy that keeps the French capital in constant motion. 15

COME TOGETHER 16

‘‘PARIS IS FAR MORE THAN A PLACE ON THE MAP, IT’S OUR PLAYGROUND.’’

to inspire us. Alongside its heritage, it’s also a cosmopolitan city that’s constantly evolving, where influences from around the world come together. Our ambition is to reflect every side of that through the club. For a long time, people chose a club because of its success. Today, can people also choose PSG because of what it represents? I genuinely believe they can. We saw it first-hand at Ici C’est Paris La Maison. Some visitors came to take part in a sports workshop, others to see an exhibition, enjoy a fine dining experience, admire the club’s trophies or simply spend quality time with their family. They may not be passionate football supporters, but they connect with our creativity and the way we bring the spirit of Paris to life. The challenge is finding the right balance: continuing to nurture the passion of our long-standing supporters while opening the club up to new audiences. We want to build a lifestyle brand that brings together very different communities, where everyone can find their place, beyond football.

You were a professional athlete before taking charge of diversification at Paris Saint-Germain. How did this vision come about, and what does your role involve? Traditional revenue streams have reached a point of maturity, so we need to find new ways for people to experience Paris Saint-Germain. My role is to identify and develop those new opportunities. Football will always be at the heart of who we are. Through more than 200 PSG Academies across 23 countries, we’re already helping almost 50,000 young players around the world. But we also want to create new experiences. The PSG Run, PSG Café, the programmes delivered at the Campus and, in the near future, PSG Focus Studio, dedicated to wellbeing and mental recovery, are all part of that vision. Having been an athlete myself, I know a club is about much more than the ninety minutes of a match. The idea is for our supporters to do more than simply watch PSG—we want them to experience the club as part of their everyday lives. How do you decide which new areas are worth exploring? We could go in almost any direction, but we always come back to two guiding principles. The first is our identity as a sporting institution: anything connected with performance, training or health is a natural fit for us. The second is Paris. Beyond that, every project has to feel authentic. We never launch something simply because it’s on trend; it has to tell a credible story. A great example is the collaboration between young PSG players and the children of the Paris Opera. At first glance, they couldn’t seem further apart. Yet they share the same values: discipline, high standards, passing on knowledge and the pursuit of excellence. Those are exactly the kinds of connections we’re interested in creating.

You’ve said you want PSG to become “the club of the new generation”. What does that mean in practice? It means imagining a club that’s even more creative, one that’s prepared to take risks and keep innovating. It also means listening to a generation whose expectations can sometimes seem contradictory: they’re deeply connected, yet looking for genuine human connection; global in outlook, while remaining attached to their roots. That thinking is reflected in initiatives such as the New Gen Committee, the PSG Music Lab and our collaborations with emerging creative talent. Above all, our role is to keep creating meaningful emotions while staying close to our times and to the people who bring this club to life.

You often describe Paris as a creative playground. Why is the city such an important source of inspiration for the club? Paris is far more than a place on the map—it’s part of our heritage. Unlike many of Europe’s biggest clubs, which were built around a sporting legacy, PSG was created by people from creative backgrounds who believed the French capital deserved a great football club. Today, Paris’ art de vivre is recognised all over the world, and that cultural richness continues

INTERVIEW

N A D I A B E N M O K H TA R / D I V E RS I F I C ATI O N D I R ECTO R

The Parisian art of living at the table, where French culinary traditions meet the flavours and influences of Los Angeles.

18 18

Paris Opera dancers performing on the roof of the Parc des Princes.

With Focus Studio, PSG offers an immersive wellness experience inspired by the recovery methods of its elite athletes, with Rebalance technology at its core.

Launched with partner FDJ x Parions Sport, We Ride Paris puts PSG on two wheels.

More than a global running programme, PSG Running brings together fans and runners across France and beyond, united year-round by the Rouge & Bleu spirit.

PSG SPOTS STADIUM TOUR

PSG MUSIC LAB

Experience the Parc des Princes like never before.

CAFÉ PSG Start your day with a great coffee! The Club’s first permanent café brings Paris SaintGermain’s lifestyle vision to one of the world’s most iconic avenues. Expect speciality coffee curated by French Barista Champion Brice Robin, signature pastries including a madeleine inspired by PSG’s Champions League triumph, balanced dishes developed with nutrition experts and an elegant terrace designed for lingering from breakfast to aperitif. 92 Avenue des Champs-Élysées, Paris 8

Plug in! Slip on your headphones and let the city set the scene. The soundtrack comes courtesy of PSG Music Lab, the Club’s pioneering music initiative created with Universal Music Publishing Group. Blending rap, electronic music and international influences, it’s the perfect companion for a stroll along the Seine—and another expression of Paris Saint-Germain’s creative identity. All PSG Music Lab musics are available on SoundCloud

STATION F Parisian creativity takes centre stage Just a short journey from the Parc des Princes lies one of Europe’s most exciting innovation hubs. Labs supports ambitious start-ups transforming sport through artificial intelligence, fan engagement, performance, cybersecurity and immersive technologies. It’s a unique opportunity to discover how one of the world’s biggest clubs is helping shape the next generation of innovation. A fascinating stop for anyone curious about the ideas redefining tomorrow’s game. 5 Parvis Alan Turing, Paris 13

PSG RUN Running hit wonders Some of Paris’s finest views are best discovered at running pace. Whether you’re chasing a personal best or simply exploring the city, the PSG Running Club turns every run into a shared experience. Join a growing community of runners discovering Paris through curated routes, group sessions and challenges inspired by the Club’s values of commitment, performance and collective spirit.

PSG STORE Take a little Paris home with you No trip to Paris is complete without a stop at the iconic PSG Store on the world’s most beautiful avenue. Discover exclusive collections, limited-edition pieces and collaborations that reflect Paris Saint-Germain’s creative universe. 92 Avenue des Champs-Élysées, Paris 8

Paris and more to come

Behind the scenes After the roar of the crowd comes the privilege of seeing the Parc des Princes from the inside out. The Stadium Tour takes you through the dressing rooms, players’ tunnel, pitchside, VIP areas and trophy gallery, including its UEFA Champions League titles, revealing the places where unforgettable moments have been written. An immersive journey into the heart of Paris Saint-Germain to experience the stadium exactly as the players do. Parc des Princes - 24 Rue du Commandant Guilbaud, Paris 16

SKYBAR Up on cloud nine! Hidden beneath the roof of the Parc des Princes, SkyBAR redefines matchday hospitality. Settle into an elegant lounge overlooking the pitch, sip signature cocktails, enjoy refined dining and soak up live DJ sets before kick-off. With sweeping views across Paris and one of the stadium’s most exclusive settings, it’s where football, nightlife and the Parisian art of entertaining come together. Parc des Princes - 24 Rue du Commandant Guilbaud, Paris 16

NOVOTEL BEDROOM Beyond the final whistle Inside one of football’s most iconic stadiums, the Novotel Bedroom offers the rare chance to spend the night within one of football’s most iconic stadiums. Surrounded by the spirit of PSG, the experience combines premium comfort with exclusive access to the Club’s world. An unforgettable stay for supporters, where every detail extends the magic beyond the pitch. Parc des Princes - 24 Rue du Commandant Guilbaud, Paris 16

A tribute to the second consecutive Champions League title.

From the studio to the pitch, meet the PSG Music Lab.

Ici C’est Paris La Maison:

106 artists 27 chefs 94 training sessions 46 masterclasses & workshops 21 partners.

More than a chant, it became a statement of belonging. A global brand. Today, that promise is travelling the world. From Los Angeles to Doha, London to Tokyo, Shanghai to New York, Ici C’est Paris La Maison has redefined a new way of experiencing the Paris Saint-Germain universe. A temporary destination with a lasting impact, where football is only the starting point for creativity, culture and the Parisian art de vivre. Each city offers a new backdrop, yet the spirit remains unmistakably the same. Whether housed in a London townhouse or a contemporary building in Shibuya, La Maison embraces its surroundings without ever losing its identity. Sport, fashion, gastronomy, music, design, innovation and wellbeing come together to tell the story of the club through meaningful encounters with local creators and communities. A celebrated chef reinvents French cuisine through Japanese influences at Le Bistrot by Haier. A fashion designer unveils an exclusive capsule collection. Artists, musicians and athletes gather under one roof, united by a shared passion for creativity. Because La Maison is far more than a showcase. It is a living space. A place to train, create, listen, taste, discover and exchange ideas. Visitors move effortlessly from the Club’s trophy collection to artistic collaborations, from yoga classes with Stanley to an architecture conference with Beyond, before stopping for a coffee at the Visit Rwanda PSG Café. Here, the boundaries between

AROUND THE WORLD Ici C’est Paris. One passport to experience Paris through the eyes of Paris Saint-Germain, beyond its borders. elite sport and contemporary culture dissolve, creating an experience that is both immersive and deeply human. This vision reflects a simple conviction: Paris Saint-Germain was born in Paris, but its story is now written on a global stage. Proud of its roots, the Club continues to engage with the world’s leading creative capitals. Every edition becomes a conversation between Paris and its host city, weaving together heritage and modernity, sports and culture. And then, naturally, the journey led home. After bringing its spirit to the world, Ici C’est Paris La Maison made its way to the French capital. A homecoming that feels both symbolic and inevitable. Within a private mansion on Rue du Faubourg Saint-Honoré, the inspirations gathered throughout every international chapter come together in one place. Collaborations first unveiled in Tokyo sit alongside creations born in New York. Ideas developed in London meet experiences imagined in Los Angeles. And at the centre of it all stands Paris, reclaiming its place as the city that inspires, connects and creates. More than an event, Ici C’est Paris La Maison embodies what Paris Saint-Germain has become: a club deeply rooted in its city, yet confident enough to bring its identity to the world without ever compromising it. Because wherever La Maison opens its doors, one truth remains unchanged: Paris is at its most powerful when it is shared. With Dubai and Seoul next in line, this story is only just beginning.

33.000+ visitors

DJ sets and live music extending the PSG experience beyond the pitch.

When passion knows no borders, PSG fan clubs unite supporters around the world, as they do here in Montréal.

Chef Kris Yenbamroong brought a taste of his cuisine to Ici C’est Paris La Maison in Los Angeles, where he also cooked for PSG partner Harvey.

Le Bistrot by Haier, one of PSG’s partners, invited guests to intimate dinners celebrating the specialities of local chefs.

Welcome to Studio 75, PSG’s new flagship destination for unforgettable experiences and shared moments.

A NEW WAY TO EXPERIENCE

THE FUTURE THE FUTURE OF PARIS SAINT-GERMAIN LIES IN EXPERIENCE. BY REDEFINING EVERY STAGE OF THE FAN JOURNEY, THE CLUB IS TRANSFORMING MATCHDAY INTO SOMETHING THAT BEGINS LONG BEFORE KICK- OFF AND CONTINUES LONG AFTER THE FINAL WHISTLE.

ONE MORE TIME The pitch? The ninety minutes are only the beginning. At Paris Saint-Germain, every matchday is set to become a fully immersive experience. No longer simply about arriving for kick-off and leaving with the final whistle, it is about stepping into a world that begins long before the game and, sometimes, only truly comes alive after dark. Just imagine arriving at the Parc des Princes, the match still hours away. Outside, the stadium and its surroundings are already buzzing. Something is happening. You can feel it. Everywhere you look, the energy is in full swing. Wait a second. There is no rush to take your seat. Not yet. All around the Parc, new dining concepts will reinterpret the Parisian guinguette, creating a convivial food court for fans to gather and enjoy. A short stroll away, PSG takes over the Marius restaurant, inviting guests to linger over a gastronomic lunch crafted by leading chefs, perhaps in the company of one of the Club’s legends.

atmosphere, every space onto a new possibility and a unique opportunity for brands to make their mark. A sushi room where chefs turn matchday dining into a culinary experience of its own. A wine room, developed with PSG partners Pernod Ricard and Mumm, made for taking your time, tasting fine vintages and sharing the anticipation of the game. At Le Confidentiel lounge, the pace slows, the setting becomes more intimate. Further along, immersive installations invite guests to discover Paris Saint-Germain from an entirely different perspective. Elsewhere, the future is already taking shape. Developed in partnership with Google, a dedicated innovation zone will bring technology, creativity and content into the heart of the Parc. Part showroom, part playground, this space will invite visitors to explore, interact and engage with the Club. An invitation to step into tomorrow rather than simply watch it happen. The question that remains is how you choose to live the day.

Then, it is time to head inside. But forget everything you thought you knew about a football stadium. Beyond the gates, another world begins to unfold. One where every door opens onto a different

But when the final whistle blows, don't be so quick to leave. The night is only getting started. Here, the Skybar shifts gear, transforming from a rooftop gathering spot into a nightlife staple. Music takes over. The lights change. Conversations continue long after the match itself has ended. And for those ready to take centre stage, a karaoke session built around the Club’s most iconic chants gives supporters the microphone. More than a stadium, the Parc des Princes becomes the place to be—and to live the Club’s universe. An all-in-one destination to meet, to celebrate and to lose track of time. Somewhere you arrive earlier, stay longer and, above all, wonder what might happen next. Now you know: magic doesn’t only happen on the pitch. After all, why should anything be impossible?

What does the edge of possibility really look like? When it comes to imagining the future, the journey is endless.

When the Parc des Princes sets the table, dinner comes with a very different backdrop. Chef Kris Yenbamroong brought a taste of his cuisine to Ici C’est Paris La Maison in Los Angeles.

Paris Saint-Germain also throws Garden Parties at the Parc des Princes, with DJs setting the tone. Warm grooves and good vibes guaranteed!

A family brunch, with PSG Women’s partner Nuna, served with a Paris Saint-Germain twist, just like here at Ici C'est Paris La Maison in London.

Experience the art of wine through a tailor-made tasting at the private wine room.

WILL

ROCK 30

YOU

‘‘A GREAT PARTNERSHIP STARTS WITH A SIMPLE QUESTION: WHAT CAN WE CREATE TOGETHER THAT NEITHER OF US COULD ACHIEVE ALONE?’’

Paris Saint-Germain seems to be entering a new phase of its development. What are the Club’s next challenges? On the pitch, we compete against the best clubs in Europe. Off the pitch, the competition is just as intense, and it goes far beyond football. We are now up against the world’s biggest sports and entertainment franchises. Given our economic environment, we do not play in the league that generates the highest revenues, so we cannot simply replicate what other clubs do. That’s why we have to be more creative, innovative, and in many ways, more entrepreneurial in our commercial approach. That means shifting away from traditional sponsorship, focused solely on exposure. Pure visibility is no longer enough. Today, brands need a platform to tell a story and build an emotional connection with an international audience. Therefore, our goal is to offer our partners a much broader playground, allowing brands to connect with our community through culture, events and meaningful activations across the globe. Digital is fundamental, but so is creating more opportunities to experience Paris Saint-Germain both in Paris and internationally. Ultimately, as our fanbase grows and our understanding of our supporters deepens, we can unlock more value for everyone: the Club, our partners and the fans themselves.

for a 90-minute game. Looking ahead, the Parc must become a year-round destination for our fans, hospitality guests and partners. Millions visit Paris every year, and the Parc has the potential to become an essential place to be where football and culture seamlessly converge in a way that cannot be replicated anywhere else. Why is now the right time for a partner to join the journey, and what role will they play in the PSG of tomorrow? Our ambition is clear: we want to bring the world’s most visionary brands into our ecosystem. But a great collaboration is not simply about putting two logos side by side. It starts with a shared ambition and a simple question: what can we create together that neither of us could achieve alone? Our partners already play an important role in building the Paris Saint-Germain brand, and that influence will become even more important. We want to work with companies that can elevate what we offer our fans, in Paris and beyond our borders. At 56 years old, Paris Saint-Germain remains a young, agile club that isn't afraid to challenge the status quo. In many respects, this is still only the beginning of our story. True innovation doesn't happen in isolation. The best collaborators bring knowledge, technology, creativity and expertise that complement our own and push us into areas we might not reach alone. We are not simply looking for sponsors; we are looking for co-creators who want to innovate and build with us. The opportunity is not simply to be part of where Paris Saint-Germain is today, but to help shape what it can become tomorrow.

PSG and the Parc des Princes have shared a history since 1974. How does the stadium live today beyond matchdays, and what role should it play tomorrow? The matchday atmosphere at the Parc des Princes is unmatched. Thanks to our fans, I genuinely believe that we already offer one of the best, if not the best, 90 minutes in European football. Now, our mission is to make the surrounding experience just as extraordinary. We hold a unique advantage: Paris itself. One of the world’s most iconic cities, it is synonymous with food, fashion, art, music and a certain art de vivre recognised around the world. We want those Parisian signatures reflected in everything we offer, moving away from classic stadium codes. Concepts like the Snipes Deck— bringing urban culture into the stands—or our high-end gastronomic hospitality with Momense prove that a stadium can be far more than a venue

INTERVIEW

F LO R E N T S I M O N / B U S I N E S S D E V E LO P M E N T D I R ECTO R PA RTN E RS H I PS

We were created differently We are young and ambitious Our heart beats to the rhythm of this city. We love the game, always have We are not afraid to confront the status quo... ... and forge our own path. We proudly wear our inspiration and our beliefs Our heritage shapes our future. Football is only part of our story We are trend setters, forward thinkers And care about our community. We want to make a difference We set the bar high, to inspire the new generation Nothing will stop us. WE ARE THE CLUB OF THE NEW GENERATION