Paris Saint-Germain have added Bentley Motors as an official partner of the men’s team in the luxury-vehicle category, with the deal running until 2028. The club wrapped the announcement in a polished campaign built around Mamadou Sakho, who appears in a black-and-white clip driving a Bentley through the streets of Paris.
PSG's luxury branding push
The commercial message is the point here. PSG's statement described Paris as a "global capital of luxury" and said the club brings together "iconic brands" around shared ideas of "heritage", "know-how" and "excellence" in comments translated from French and reported by So Foot.
That language fits the way PSG have been presenting themselves for some time. On the pitch, Paris Saint Germain sit top of Ligue 1 after 10 matches with 23 points and a 7-2-1 record, and they are also first in their Champions League group with 12 points from 4 wins.
The sporting backdrop
Their current run also helps the timing. PSG have won five league matches in a row, and they have scored 20 goals in 4 Champions League matches while conceding 5.
Richard Heaselgrave, PSG's revenue director, said the alliance is meant to "inspire the new generation" in comments translated from French and reported by So Foot. That is the commercial logic behind this deal. Bentley gives PSG another high-end badge to place beside the rest of its off-pitch branding, and the club is using the football success around it to sell the image.
The partnership now runs through 2028, and PSG have already put Sakho at the centre of the launch rather than any player from the current squad.
Written by Sam Whitfield with AI-assisted research, cross-checked against 1 outlet. How we work →
