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Where the real story begins.

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Manifesto

You already know what Paris Saint-Germain can do on the pitch. But what happens once those ninety minutes are over?
That’s where the real story begins and why we created PSG Upfronts. Since day one, PSG has forged its own path, breaking the mold and challenging expectations. Young in spirit, ambitious by nature and inseparable from Paris, we constantly push beyond football to craft new experiences from matchday and hospitality to culture, innovation, entertainment and global ventures.

Not every great idea belongs on a pitch. Neither does our ambition. This issue brings you closer to what’s taking shape, the momentum gathering and the opportunities opening up. For our partners, and those ready to join us next, consider this your invitation to step inside. Want to know the best part? There’s much more to come. PSG is already moving. We invite you to be part of what comes next.

RICHARD HEASELGRAVE,
CHIEF REVENUE OFFICER

our initiatives

seven initiatives, same dna

Transform matchday into a complete fan journey.

Parc des Princes is becoming a destination fans can enjoy before, during and after kickoff. From new services to immersive brand activations, matchday becomes a powerful platform to engage audiences beyond the 90 minutes.

Matchday Experience

Growing a Global Cultural Brand

PSG's international expansion strategy goes beyond football by creating year-round touchpoints that bring the club closer to fans worldwide. Through initiatives like PSG Café and PSG Run, the club transforms its global community into active participants, blending sport, lifestyle and Parisian culture.

PSG run & PSG Café

Bring the spirit of Paris to the world.

ICP La Maison returns for a new World Tour, blending Parisian art de vivre with the culture and energy of each host city. For brands, it offers a unique platform to connect with local communities through culture, creativity and memorable experiences.

Reinvent retail as a cultural destination.

Studio75 transforms PSG stores into modern clubhouses where retail, culture and community come together. Through year-round events, collaborations and immersive experiences, every visit becomes a new way to discover and engage with the PSG lifestyle.

Create the next generation of PSG fans.

PSG Playground brings families together through interactive activations, gaming, creative workshops and educational experiences. For partners, it is an opportunity to become part of meaningful moments that build lasting connections with young fans and their families.

Turn music into a new cultural platform for PSG and its partners.

This season, PSG will bring together sport, music and culture through high-impact experiences connecting artists, fans and brands. For partners, it is a powerful way to reach new audiences and be part of PSG’s influence beyond football.

Make gastronomy a new gateway into the PSG universe.

Inspired by Paris, one of the world’s great culinary capitals, the Food Festival brings premium food experiences to life around PSG. Through curated concepts, renowned chefs and Parisian savoir-faire, it elevates the fan experience while reinforcing the lifestyle dimension of the Club.

34 000 visitors

ICP La Maison 2025-2026 edition

1 PSG café

in Paris at the Champs Elysées

1 PSG run

October Doha

1 PSG Run

March Paris

1 dedicated Kids & Family

event in spring 2026

Lines

Our partner voices

“I think that when you work with PSG, you get a glimpse of the future of football.”
“PSG is always one step ahead, shaping what's next.”
“I'm amazed, excited and genuinely proud to be part of it.”
“I think that when you work with PSG, you get a glimpse of the future of football.”