Bentley Motors has become an official partner of Paris Saint-Germain 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, Bentley said in a statement from its headquarters in Crewe, England, on Thursday. PSG said Bentley would be an official partner of its men’s first team.
Neither announcement said whether Bentley would supply cars to the club or its players, or named any models tied to the agreement.
The two brands will “explore new opportunities to engage their communities through exclusive experiences, curated moments and original storytelling inspired by the worlds of luxury, design, culture and sport,” Bentley said.
It gave no further detail on activations or financial terms.
Two Carmakers, Two Categories
Bentley’s deal sits alongside BYD’s rather than replacing it. BYD’s category is the club’s main automotive partnership, while Bentley’s is limited to luxury cars.
BYD and PSG announced a three-year global partnership on July 16 that runs through June 2029, under which BYD became the Official Automotive Partner. The agreement covers worldwide campaigns, content featuring the men’s and women’s teams, fan activations and visibility at the Parc des Princes stadium.
It also includes the supply of BYD and Denza cars for three years, which BYD said would support PSG’s day-to-day operations. Denza is BYD’s luxury brand.
Heaselgrave welcomed both companies. “We are proud to welcome BYD to the Paris Saint-Germain family,” he said in July, calling it “one of the world’s fastest-growing and most innovative companies.”
BYD has since put its cars in front of the squad. Players from PSG’s men’s and women’s teams were shown five BYD models in a workshop, including the Sealion 7 and Seal electric cars and the Seal U DM-i and Atto 2 DM-i plug-in hybrids, BYD said on X in October.
Before BYD, PSG had gone five years without an automotive sponsor. Renault held the partnership from July 2018 to June 2021, after Citroën had partnered with the club from 2011 to 2017.
Bentley’s First EV
The deal comes weeks after Bentley unveiled the Torcal, its first fully electric model, in London on September 23. The SUV has up to 888 PS and a WLTP range of up to 600 km (373 miles), and is built at Crewe.
Bentley calls the Torcal S the most powerful production Bentley ever. It uses a 113 kWh battery with an 800-volt architecture, according to the company. “I believe this is one of the best Bentleys ever,” Chairman and Chief Executive Officer Frank-Steffen Walliser said in a statement at the time.
Bentley did not publish prices. U.K. outlets including Top Gear reported a starting price of £173,300 ($229,900).
Customer deliveries are expected during 2027, according to Bentley’s November 2025 update to its Beyond100+ strategy, and the company has since shown a First Edition version without disclosing a price or production cap.
Bentley’s current lineup is the Continental GT, Continental GT Convertible, Flying Spur, Bentayga and Bentayga EWB, which are offered with combustion and plug-in hybrid powertrains. The company said on Thursday it plans to be “exclusively electric from 2035” under Beyond100+.
Bentley has been owned by Volkswagen Group since 1998.
The PSG deal is the latest in a run of marketing moves by the brand. Bentley named actor Michelle Yeoh a global brand ambassador on October 13 and showed the Torcal at a gallery event in New York the following day.
PSG won the UEFA Champions League in both 2025 and 2026, and the club claims 500 million supporters worldwide.
