PSG first partnered with Qatar Airways in 2022. (Christian Bruna/Getty Images for Qatar Airways)

Airline flag carrier Qatar Airways has renewed its commitment to French soccer side Paris Saint-Germain (PSG), extending its term as principal partner of the Ligue 1 champions through the 2027-28 campaign.

Qatar Airways will continue to adorn the front of PSG kits through that time, as well as training kits and warmup jerseys utilized across PSG’s calendar both in domestic and continental competition.

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The airline will also continue to utilize prominent branding presence across PSG operations, social media and digital platforms, and at its 48,583-capacity Parc Des Princes stadium.

In addition, the pair will continue to collaborate on global advertising campaigns, and PSG will also have a presence across the airline’s portfolio of services and partners, including Qatar Airways Privilege Club, the official frequent flyer program of Paris Saint-Germain.

PSG first partnered with Qatar Airways in 2022 when it became the club’s primary sponsor – replacing Accor Hotels, which let its three-year deal come to a natural end at the conclusion of 2021-22.

The club is majority owned by Qatar Sports Investments (QSI), the investment fund which is in part backed by the Qatari state which naturally also owns Qatar Airways.

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Predictably, a number of Qatar state-owned brands are partners of PSG, including Visit Qatar, Qatar National Bank, sports medicine business Aspetar, and major international sports broadcaster BeIN Sports.

BeIN is also one of two main broadcasters for French soccer’s elite Ligue 1 competition, a fact that has drawn the criticism of others in the league that argue it allows PSG too much power and prominence relevant to the league’s other sides.

Other prominent partners of PSG include  kit supplier NIKE, back-of-shirt sponsor Snipes, and most recently Austrian cryptocurrency brand Bitpanda.

Through the multi-year deal, Bitpanda is the Paris club’s premium partner, as well as its official crypto trading partner.

The tie-up involves branding assets at PSG's Parc des Princes stadium, as well as "immersive digital integrations and exclusive experiences,” and player involvement in joint content creation.

For its part, Qatar Airways holds a number of prominent sponsorships across European soccer including with European soccer governing body UEFA covering its elite Champions League.