The UEFA Champions League winners, Paris Saint-Germain (PSG), have announced the renewal of their sponsorship agreement with the global betting operator, 1XBet, extending the partnership for three more seasons until 2028.
Under the extended deal, 1XBet will remain PSG’s official betting partner across Asia, Africa, and selected international territories. The brand will benefit from extensive visibility through LED boards and 3D carpets during international broadcasts of PSG fixtures, alongside co-created digital campaigns, social media activations, and fan-focused experiences featuring former PSG legends.
The collaboration, which first began in 2022, has proven commercially significant for both parties, particularly in markets where sports betting is rapidly expanding. As part of the agreement, 1XBet will continue to engage fans and commercial partners by involving ex-PSG players in activations designed to strengthen connections with global supporters.
Speaking on the occasion, Richard Heaselgrave, PSG’s Chief Revenue Officer, said, “We are delighted to extend our partnership with 1xBet, a global brand that shares our ambition for innovation and international growth. Together, we have already achieved remarkable milestones, and this renewed agreement will allow us to further engage our worldwide fan base, create unique experiences, and continue to build on Paris Saint-Germain’s incredible momentum on and off the pitch.”
The renewal also highlights 1XBet’s expanding sponsorship portfolio, which includes partnerships with properties such as European Cricket, FIBA, Serie A, FC Barcelona, Volleyball World, and Durban Super Giants.
For PSG, the agreement adds to a diverse global sponsorship roster that features brands such as Haier, WWE, Kevin Durant, Qatar Airways, Bitpanda, and Culture Capital.
The French champions are enjoying a landmark period in their history. PSG capped last season with a domestic double, winning Ligue 1 and the Coupe de France, before defeating Inter Milan 5–0 in the Champions League final to become only the second French team to lift the trophy, following Marseille in 1993. The victory also sealed PSG’s first continental treble. Ousmane Dembélé’s Ballon d’Or triumph and Luis Enrique’s Men’s Johan Cruyff Trophy as best coach further underlined the club’s dominance.
Looking ahead, PSG aim to build on their success as they sit second in Ligue 1 with 12 points from five games. Their next fixtures include a league encounter with AJ Auxerre, followed by a Champions League clash against FC Barcelona.
