The professional wrestling promotion, World Wrestling Entertainment (WWE) and Paris Saint-Germain (PSG), one of the most iconic and globally recognized football clubs in the world, have signed a groundbreaking long-term collaboration bringing together two global powerhouses in sports and entertainment.
The pioneering strategic collaboration will look into opportunities in a variety of areas, including original content development, exclusive merchandise and retail partnerships, fan engagement initiatives, community-focused programs, and one-of-a-kind interactions between PSG players and WWE Superstars.
Both companies will aim to reach out to new and diverse audiences as the partnership kicks off on Sunday, August 31, with WWE’s first Premium Live Event in the French capital, Clash in Paris, at La Défense Arena.
The news follows earlier collaborations, including the March 2025 release of an exclusive licensed WWE x PSG Legacy Title Belt with the club’s distinctive colors and official marks. The WWE x PSG Legacy Title Belt is available globally at Europshop, WWE Shop, Fanatics, and the Official PSG Online Store.
Alex Varga, co-Head of Revenue at WWE, said, “Paris Saint-Germain is a world-class organization with an incredibly passionate fanbase. Together we believe we can deliver unforgettable experiences and unique products to engage a global audience with both brands.”
Fabien Allègre, Chief Brand Officer, Paris Saint-Germain, said, “We are excited to collaborate with WWE at such a pivotal time for their business, as Paris welcomes the WWE Universe for its first major Premium Live Event in the city. We aim to collectively unite fans across continents in ways that are authentic and true to each brand.”
This WWE-PSG relationship is much more than a marketing gimmick. It represents a dynamic confluence of sports, entertainment, and branding that not only expands both entities’ reach and visibility, but also creates new opportunities for fan engagement, revenue generating, and worldwide expansion. The long-term agreement has the potential to change the connection between traditional sports and entertainment, paving the way for similar collaborations in the future.
