BYD Paris Saint-Germain partnership 2026: automotive sponsorship deal explained

© A. Krivonosov

BYD Group has signed a three-year global agreement with Paris Saint-Germain, becoming the club’s Official Automotive Partner through June 2029. The deal covers advertising campaigns, fan events, digital content featuring both the men’s and women’s teams, and brand presence at Parc des Princes.

BYD and its premium arm Denza will supply vehicles for PSG’s day-to-day operations. However, the manufacturer has not named specific models, the number of cars, or how they will be distributed. Claims that individual players will receive a Denza Z9 or other high-end models have not been officially confirmed.

The partnership follows PSG’s second consecutive Champions League triumph. The Paris club won the tournament in 2025, then beat Arsenal on penalties in the 2025/2026 final to become the first French club to win the trophy twice.

For BYD, this is the latest step in its expansion through European football. In July 2025 the company became Inter’s global automotive partner and handed the club a special-edition Sealion 7. In February 2026 a similar agreement was struck with Manchester City, covering the supply of BYD and Denza cars, charging infrastructure and energy-storage systems.

The practical point of the deal isn’t to sell a standalone “football” model, but to raise BYD’s profile in France and across Europe. The company gains access to the audience of a reigning Champions League winner, while PSG gets a corporate fleet and a new global sponsor. The specifications of the Denza Z hypercar mentioned in the original report have nothing to do with the terms of the agreement.