Champions League and Luxury: PSG, Qatar’s Strategic Asset

Saturday, 31 May 2025 will remain etched in the memory of all sports fans in France. Under the watchful eye of club president and Qatari businessman Nasser Al-Khelaïfi, Paris Saint-Germain won the Champions League against Inter Milan, sparking wild celebrations among the crowds and inevitable satisfaction among sponsors. This victory was one of the main objectives of the club's management when it was bought by Qatar Sports Investments (QSI) in 2011.

This victory will undoubtedly help to further strengthen Qatar's soft power in France, following the success of the 2022 FIFA World Cup in Doha, which was held against a backdrop of ethical controversies that were quickly overshadowed by the appeal of the sporting spectacle.

It is worth noting that Nasser Al-Khelaïfi is also a director of the Qatar Investment Authority (QIA), the sovereign wealth fund which, with its $450 billion in assets, invests significantly in various sectors in Europe, particularly in France, where it has recently acquired several luxury properties and prestigious hotels.

From the outset, the QIA's strategy has been to transform the club into a prestigious global brand. For the fund, this is a way of increasing its revenues exponentially.

Collaborations between luxury brands and sports clubs are proving to be a winning strategy, as they strengthen the identity of the brands involved, multiplying their visibility and reaching younger generations in particular. This dynamic is also part of a more widespread trend in fashion, where streetwear is increasingly being integrated into the codes of luxury.

Football is increasingly breaking away from its roots as a popular sport to gain a new, more exclusive identity that combines luxury and sporting excellence. Paris Saint-Germain is one club reaping the benefits of these partnerships. Dressed in Dior Homme for the past four seasons, the Parisian players proudly wear outfits designed by Kim Jones, and the LVMH-owned fashion house has extended its collaboration with the club to include its children's line, Baby Dior.

Dior is not the only luxury brand in the PSG universe; Hugo Boss and Indian designer Manish Arora have dressed the players on several occasions. At the beginning of the year, the club caused a stir at Paris Men's Fashion Week by announcing a new collaboration and a unique capsule collection created with Jordan Wings.

For the 2023-2024 season, PSG posted revenues of more than €800 million, with sponsorship accounting for 50% of the club's income. The rest of the revenue comes mainly from TV rights, merchandising, the transfer market for elite players and the concession of the famous Parc des Princes stadium in the capital. The French daily newspaper Les Echos pointed out that these considerable sums are in fact offset by very high expenses, notably the wage bill, estimated at around €700 million for the 2024 season.