Credit - PSG

Muhammed Asif

Will Ousmane Dembele and PSG Stars Get Free Bentleys Under New 2028 Deal? Here’s What We Know

Football Sponsorships, Ousmane Dembele, Paris Saint-Germain

On the edge of the football pitch on the blue grass, five cars from the British company are parked, where footballers wearing the club’s rain jackets are seen leaning against the luxury cars. The club celebrated the launch with a special video campaign, in which former captain Mamadou Sakho and current star player Ousmane Dembele posed with Bentley cars inside the Parc des Princes stadium.

When consecutive two-time Champions League winners and Ligue 1 toppers come face to face with the world of Grand Touring, something big is bound to happen. On Thursday, Bentley Motors and Paris Saint-Germain announced an official luxury automotive partnership for the next two seasons. PSG had already made BYD their general car partner four months ago, and now Bentley has been brought in for the luxury category.

Bentley Motors has become the official luxury automotive partner of PSG’s men’s first team

In a statement released from its headquarters in Crewe, England, Bentley said the deal will run until 2028. Although neither brand has disclosed the exact amount of the deal or the financial figures, reports suggest that PSG will earn royalties on the sales of co-branded Bentley cars.

Speaking about the partnership, Christophe Georges, Bentley’s Board Member for Sales and Marketing, said:

“Paris has long been the global centre of luxury, culture and creativity, influencing everything from art and fashion to design and hospitality. Bentley shares that same appreciation for craftsmanship, performance and the pursuit of exceptional experiences.”

Richard Heaselgrave, Chief Revenue Officer of Paris Saint-Germain, added:

“We are delighted to welcome Bentley Motors as a partner of Paris Saint-Germain. This collaboration reflects the Club’s ability to bring iconic brands on board, united by shared values and ambitions.”

PSG impresses fans with new Bentley collaboration

Fans are watching PSG’s journey through the eyes of club legend Sakho. The club has impressed fans with this luxury collaboration. As one X user pointed out, “IN 2011, PSG WAS A CITROËN PARTNER… 15 YEARS LATER, IT’S BENTLEY! From a French carmaker to one of the world’s most prestigious brands, PSG has certainly moved up a level since QSI arrived! WHAT A RISE!”

One user highlighted that it is happening just four months after BYD signed on as the French football club’s Official Automotive Partner, “Bentley Motors has become an official partner of PSG in the luxury automotive category, four months after BYD signed on as the French football club’s Official Automotive Partner. The deal runs until 2028, covering the next two seasons.”

Another fan posted on X that, “1995 PSG signs a deal with Opel. 2026 PSG signs a deal with @BentleyMotors. The INSANE GLOW UP.”

Another follower posted that PSG collaborates with L’Oreal, Dior, Jordan, and Bentley.

Will each PSG player get a Bentley now?

For now, this announcement hasn’t mentioned whether Bentley will give cars to the club or its players, nor has it named any specific model. PSG has created a smart business setup where it split car sponsorship into two parts: BYD will be the main automotive partner providing cars for everyday use, while Bentley, as the official luxury partner, will work only with the men’s first team on VIP hospitality, special events, and content linking Parisian fashion and British style. This 3-year BYD deal also includes providing BYD and Denza cars for daily use, and under this, all players of PSG’s women’s team received car keys in September.

Apart from this, in October, BYD mentioned on X that during a workshop, players from PSG’s men’s and women’s teams were shown 5 BYD models, including the Sealion 7 and Seal electric cars, along with the Seal U DM-i and Atto 2 DM-i plug-in hybrid vehicles.

Barcelona, Real Madrid and Bayern Munich‘s car deals

FC Barcelona & CUPRA

CUPRA and FC Barcelona renewed their global partnership so they can continue to inspire the world from Barcelona. Under this 2024 deal, which is now worth about €7 million a year (up from €6 million), CUPRA will remain the club’s Official Automotive and Mobility Partner and Official Car for the next five seasons, until June 2029.

Additionally, under this partnership, players who want to drive this new model get the full opportunity to customize their own CUPRA Formentor with their choice of colors and design.

Real Madrid & BMW

Real Madrid ended their nearly two-decade partnership with Audi and made BMW their main sponsor in 2022. After the Audi deal failed, BMW took Audi’s place as the club’s third-biggest sponsor, with the deal reportedly worth around €6.5 to €7.5 million per year. The most notable cars in this fleet include the BMW i5, BMW i7, and BMW XM.

FC Bayern Munich & Audi

German football champions Bayern Munich and car company Audi announced in 2020 that they are extending their 17-year-old partnership, with an annual value reported to be between €50 million and €60 million. This new contract extends the old deal, which was set to end in 2025, by 4 more years, taking it to the end of the 2028/29 season.

Fast forward to the club’s scenario today, on the field, the PSG team is stepping into a fantastic situation for the announcement of this deal and partnership, because they have just beaten Villarreal 6-0 in the UEFA Champions League and Troyes 1-0 in Ligue 1. The French champions have a pretty busy schedule ahead, with an away match against OGC Nice on Saturday, November 21, followed by a Champions League clash with AS Roma on November 25, and then a Ligue 1 match against Lorient on November 28.

Looking at the future scenario of Bentley and PSG, this multi-million-dollar deal happened just a few weeks after Bentley launched its first fully electric car, ‘Torcal,’ in London in September. Under Bentley’s Beyond100+ strategy, customer deliveries of this car are expected to start in 2027, which promises to make the company fully electric by 2035.

Leave a comment