Bentley Joins Forces With PSG to Make Inroads Into the Global Luxury Market

[Financial News] British luxury car brand Bentley is joining forces with French powerhouse football club Paris Saint-Germain (PSG) to expand its global brand influence. The strategy is to broaden its connections with customers around the world through marketing that combines sports, culture and lifestyle, extending beyond cars.
Bentley Motors Limited announced on the 13th that it had signed an official partnership with PSG through 2028. Under the agreement, Bentley will serve as PSG’s official partner in the luxury automotive category for the next two seasons.
The two companies plan to launch a range of initiatives through this collaboration, combining Britain’s traditional craftsmanship with the creativity of Paris, France. In particular, they will focus on building brand loyalty among global fans and customers through distinctive content and customer experiences spanning design, culture and sports.
Since its founding in 1919, Bentley has produced high-performance luxury cars, with its operations centered at its headquarters in Crewe, UK. It has established a position in the premium car market by combining traditional hand-built manufacturing with advanced engineering technology. PSG, too, is expanding its influence into fashion, culture and lifestyle, reaching beyond its status as a football club representing France.
The partnership is seen as a move to expand the customer base by bringing together a luxury carmaker and a global sports brand. It is significant in that football can help introduce the brand to fans around the world and reach consumer groups distinct from its existing automotive customers.
The two companies will pursue joint initiatives centered on distinctive customer experiences and storytelling. Their plan is to go beyond simple sports sponsorship and use the cultural assets each brand has to strengthen ties between customers and fans.
Christophe Georges, a Bentley Motors Limited board member overseeing sales and marketing, said, “Paris has long been a global center of luxury, culture and creativity, exerting influence across a wide range of fields, from art and fashion to design and hospitality.” He added, “I expect this partnership to celebrate the creativity, individuality and attention to detail that define both brands, while connecting the two communities in new and exciting ways.”
Richard Heasgrave, PSG’s chief revenue officer (CRO), said, “We are delighted to welcome Bentley as a partner of Paris Saint-Germain.” He emphasized, “The meeting of two brands that share a passion for craftsmanship, creativity and performance will inspire the next generation as well.”
[email protected] Kim Dong-ho Reporter