Premier football club Paris Saint-Germain (PSG) announced last week that it has penned a three-year partnership with BYD, appointing the Chinese brand as its official automotive partner. This mirrors a similar partnership BYD signed last year with Inter Milan, another prestigious football club in Europe.
BYD has previously mentioned its intent to establish its presence in international football. Besides its partnership with the two UEFA Champions League contenders, BYD also sponsored the 2024 UEFA European Football Championship and the 2025 UEFA European Under-21 Championship.
As PSG’s official automotive partner, BYD will support the club’s day-to-day operations by providing it with both BYD and Denza-branded vehicles. This could include large people-movers like the Denza D9 and the BYD Tang. The Chinese automaker’s branding will also be present at the club’s promotional activities.
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The announcement graphic also depicts a Denza Z9 GT and a BYD Sealion 7 in team colors. While BYD previously released a Sealion 7 in Italy finished in Inter Milan’s colors, no official announcement was made on a possible PSG edition BYD or Denza.
Paris Saint-Germain chief revenue officer Richard Heaselgrave happily welcomed the BYD partnership. “As one of the world’s fastest-growing and most innovative companies, BYD is a natural partner for the Club. Bringing our two brands together opens exciting opportunities to engage fans through creativity, innovation and unique experiences around the world,” he said.
BYD executive vice president Stella Li also added: “This partnership brings together two globally recognized brands united by a forward-looking vision and a passion for creating exceptional experiences. Together, we look forward to engaging with millions of fans worldwide while promoting a more innovative and sustainable future.”
