BYD announced a global partnership agreement with the French football club Paris Saint-Germain (PSG). The contract is for three years – from July 16, 2026, to June 2029 – and grants BYD the status of the club's official automotive partner.

As part of the collaboration, BYD will provide a fleet of vehicles for the team's daily operations, place its branding at the Parc des Princes home stadium, and participate in joint marketing campaigns and the creation of exclusive content featuring PSG's men's and women's teams. Additionally, the partners plan to host special events and interactive promotions for fans. The financial terms of the deal were not disclosed by either party.

A distinctive feature of the agreement is that it extends to the entire BYD Group, not just the main automotive brand. Along with BYD vehicles, the club will use models from the premium brand Denza, which the Chinese conglomerate is actively introducing to the European market.

According to Stella Li, Executive Vice President of BYD, Paris Saint-Germain has become a global symbol of the pursuit of excellence, ambition, and innovation. In turn, PSG's Chief Revenue Officer, Richard Heaselgrave, noted that the club is delighted to welcome BYD among its partners, calling the company one of the fastest-growing and most innovative in the global automotive industry.

For BYD, the collaboration with one of the world's most recognizable football clubs is part of its strategy to strengthen its position in Europe. The company continues to actively expand its presence on the continent, where it still needs to increase brand awareness among buyers. Leveraging the popularity of global football should help attract attention to both the mass-market BYD brand and the premium Denza brand.