# 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. - Source : https://www.psg-news.com/en/article/paris-saint-germain-signs-strategic-partnership-with-loreal-group-through-2028 - Published on : 2026-10-16T07:11:40+00:00 - Modified : 2026-10-16T07:11:53+00:00 - Lang : en - Publisher : PSG News (https://www.psg-news.com/) - Tags : psg, l’oréal group, champions league, ligue 1 - Other languages : fr: https://www.psg-news.com/article/le-paris-saint-germain-signe-un-partenariat-strategique-avec-loreal-groupe-jusqu-en-2028 - Photo : Kürschner 15:13, 27 September 2025 (UTC), via Wikimedia Commons, CC0 — https://commons.wikimedia.org/wiki/File:L%27Or%C3%A9al,_promotion_in_D%C3%BCsseldorf,_September_2025.jpg ## 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](/en/tag/l%E2%80%99or%C3%A9al%20group) 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](/en/tag/psg) defeated Manchester City 4-2 in the [Champions League](/en/tag/champions%20league) at the Etihad Stadium. In [Ligue 1](/en/tag/ligue%201), 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. --- PSG News — Unofficial site, not affiliated with Paris Saint-Germain.