Paris Saint-Germain signs strategic partnership with L’Oréal Group through 2028
PSG announces a strategic commercial and event partnership with L’Oréal Group, lasting through 2028, marking the cosmetic giant’s first alliance with a football club.
Key takeaways
- Partnership duration: up to 2028.
- Partner: L’Oréal Group, the first collaboration of the group with a football club.
- Aims: experiences for supporters blending sport, innovation, creativity and style.
Paris Saint-Germain announced on Thursday, October 8, 2026, the signing of a strategic partnership with L’Oréal Group that will run through 2028. The club specifies that the collaboration brings together two Paris-born entities and aims to promote a shared vision of French excellence grounded in innovation, performance, and inspiration.
An unprecedented deal for L’Oréal Group
The partnership is presented as a first for L’Oréal Group: the cosmetics giant is joining forces for the first time in its history with a football club. Paris Saint-Germain underlines this novelty and highlights the common Parisian roots of the two organisations as well as their positions as global leaders in their respective fields.
Objectives and planned activations
The club indicates that the group’s brands will offer supporters “unprecedented experiences” at Paris Saint-Germain matches. These activations are to blend sport, innovation, creativity, and style, aiming to extend the partnership beyond the pitch and make it a visible arrangement at the club’s games and events.
Sporting context and upcoming schedule for the club
The partnership is announced as Paris Saint-Germain enjoys a run of positive results: on Wednesday, October 14, 2026, PSG defeated Manchester City 4-2 in the Champions League at the Etihad Stadium. In Ligue 1, the Parisians have won their three most recent domestic matches: Saturday, October 10, 2026 against Le Mans (3-1, Parc des Princes), Sunday, September 20, 2026 at Marseille (2-1, Stade Vélodrome), and Sunday, September 13, 2026 at Brest (1-0, Stade Francis-Le Blé). In the Champions League, PSG sit top of their group after two wins, including a 6-1 victory over Slovan Bratislava on Wednesday, September 9, 2026 at the Parc des Princes.
The club’s communication places this announcement ahead of a series of important fixtures on the Paris calendar: Saturday, October 17, 2026 at 17:15 (Paris time) against Strasbourg at the Stade de la Meinau (Ligue 1), Tuesday, October 20, 2026 at 21:00 against Barcelona at the Parc des Princes (Champions League), and Sunday, October 25, 2026 at 20:45 against Lyon at the Parc des Princes (Ligue 1).
Communications and image
The club explains that this partnership will enable a joint image focused on innovation and performance. The exact terms of the activations, commercial rights, or financial terms were not detailed in the statement published by Paris Saint-Germain.
List of key elements announced
- Partnership duration: through 2028.
- Partner: L’Oréal Group, the first collaboration of the group with a football club.
- Announced axes: experiences for supporters blending sport, innovation, creativity, and style.
The Paris Saint-Germain statement stresses the strategic nature of the partnership and the shared ambition to strengthen the international visibility of both entities.
Your questions, our answers
What is the object of the partnership announced by PSG?
The partnership aims to develop commercial and event activations between Paris Saint-Germain and L’Oréal Group, focused on sport, innovation, creativity and style.
What is the duration of the partnership between PSG and L’Oréal Group?
The partnership is signed for a duration up to 2028.
Is this partnership taking place while PSG is competing?
Yes: the announcement comes after PSG’s 4-2 victory over Manchester City on Wednesday, October 14, 2026 in the Champions League and ahead of Ligue 1 and Champions League matches scheduled for October 17, 20 and 25, 2026.