For several years, football clubs have been positioning themselves as lifestyle brands. But when it comes to the luxury space, only a handful have managed to move beyond sport in a way that feels culturally relevant. Paris Saint-Germain is one of them.
It makes sense, then, that the reigning European champions would align themselves with a luxury partner such as Dubai-based BEYOND Developments, in a collaboration the two are calling “Two Cities. One Soul.”
Esquire Middle East attended the unveiling of PSG’s 2026–27 home kit in Dubai, where former midfielder Marco Verratti joined BEYOND Developments executives, creatives and media figures for an evening centred around football, design and global culture.
Held at BEYOND’s Sales Gallery in Dubai Maritime City, the presentation marked the next stage of the partnership between the club and the UAE developer. Verratti, who now plays in Qatar after leaving PSG in 2023, was at the centre of the evening’s showcase.
The partnership, announced earlier this year, sees BEYOND Developments become Paris Saint-Germain’s Official Premium Sleeve Partner until 2029. It is framed under the concept “Two Cities. One Soul”, referencing Paris and Dubai and a shared outlook built around ambition, design and cultural exchange.
Speaking during the event, BEYOND Developments CEO Adil Taqi reflected on the parallels between the two cities. “Dubai and Paris have a lot in common, not necessarily by physical measures, but in emotional and aspirational measures,” he said. “Paris has been an aspirational city for a long time, and Dubai over the past 20 to 25 years has become a globally aspirational city that people want to visit, reside in, holiday in or have some association with.”
The evening focused on football, culture and design. Verratti, who spent 11 seasons at PSG between 2012 and 2023, spent time with guests reflecting on his years at the club and its continued global reach.
Asked about the new home kit, Verratti said the design captures the identity of the club. “Truthfully, I think the new kit is incredible,” he said. “The design is amazing, and it clearly represents Paris Saint-Germain. It has a little bit of everything: class, elegance, passion. It is a really nice kit.”
Guests were also shown the new home shirt, which made its on-pitch debut in PSG’s win over Brest. The design features a royal blue base with a central red and white stripe, a reference to the club’s traditional colours and identity.
Verratti also spoke about PSG’s evolution beyond football and its growing cultural influence worldwide. “PSG has done an incredible job because they are recognised everywhere, despite being a young club,” he said. “When you travel from America to Africa, you see the club all over the world. Those of us who were part of PSG understand that it is truly a family that stays with you.”
Taqi echoed that sentiment, pointing to PSG’s growing position within fashion and culture. “PSG has gone beyond football,” he said. “Not just in a football fan way, but in culture, fashion, food and taste. It would be hard to put the word ‘sophistication’ next to many football clubs in the world, and PSG has broken through that glass ceiling.”
The event also reflected Verratti’s personal connection to Dubai. The Italian midfielder recently purchased a property at PASSO by BEYOND and said the project immediately appealed to him because of its waterfront setting. “I grew up by the sea, and it was one of my priorities when buying a house,” he said. “I wanted a sea view and a beach downstairs from the house, so it was the perfect project for me.”
Richard Heaselgrave, Chief Revenue Officer at Paris Saint-Germain, said the partnership reflects the club’s expanding global footprint. “Football culture today is more global and interconnected than ever. With BEYOND as our Official Premium Sleeve Partner, we are creating moments that bring those worlds together in a meaningful way.”
Adil Taqi added that BEYOND’s approach has always been centred around distinction and refined positioning in a competitive market. “When Beyond was launched, it was a very populated space,” he said. “The question was how do you create distinction when the market is so busy? You have to offer the market what you think the customer needs, and you do that uncompromisingly.”
Paris Saint-Germain, with a global following of more than 500 million, continue to expand their presence beyond sport through cultural and lifestyle initiatives. The collaboration with BEYOND Developments sits within that wider strategy, positioning football as a platform for shared experience as much as competition.