- Bentley partners with Paris Saint-Germain.
- Official Partner in luxury automotive category.
- Deal covers the next two seasons.
- Partnership runs until 2028.
- Exclusive experiences and storytelling initiatives planned.
Paris Saint-Germain, the French football club that won the UEFA Champions League in 2025 and 2026, has added the Crewe-based car maker to its list of commercial partners. Bentley Motors becomes an Official Partner of the club in the luxury automotive category for the next two seasons, in an agreement that runs until 2028.
Both organisations say the deal links British luxury craftsmanship with Parisian culture, and that it will be used to reach their audiences through exclusive experiences, curated moments and original storytelling drawn from luxury, design, culture and sport.
What the Bentley and PSG deal covers
The partnership is built around shared activities for the two brands’ communities rather than a specific product. No vehicles or events have been detailed so far, but the plan is to connect luxury mobility, sport and lifestyle through initiatives aimed at fans and customers around the world.
According to Bentley, the arrangement reflects how luxury, culture and sport increasingly overlap, and it wants to create connections with audiences beyond its core industry.
Comments from Bentley and Paris Saint-Germain
Christophe Georges, Bentley’s Board Member for Sales and Marketing, described the club as “far more than a football club” and said the company looks forward “to bringing together our communities in new and engaging ways”.
For the club, Chief Revenue Officer Richard Heaselgrave said the collaboration “reflects the Club’s ability to bring iconic brands on board, united by shared values and ambitions”.
Background on the two organisations
Founded by W.O. Bentley in 1919, the marque is located in Crewe, England, and has been owned by the Volkswagen Group since 1998. Its current range consists of five models: the Continental GT, Continental GT Convertible, Flying Spur, Bentayga and Bentayga EWB.
The football side of the deal dates from 1970 and has been led by Qatar Sports Investments since 2011. Today it is a multi-sport institution covering men’s and women’s football, handball, judo and esports, opened its Paris Saint-Germain Campus training centre in Poissy in 2024, and counts more than 250 million fans across social media. It has worked with Jordan since 2018.
The new agreement with Bentley takes effect for the next two seasons and runs until 2028, with details of the first experiences and storytelling projects still to be announced.
Supplied by Newspress UK (Bentley)
This story is based on aggregated news, press release(s) or other sources and was prepared with the help of AI tools, which can make mistakes. Prices, specifications, general information and availability may change, so confirm the details with the manufacturer, other news sources or a dealer.
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