The one-match sponsorship reached fans in-stadium and millions worldwide, with the branding framed as a one-time 'transfer' in keeping with football culture. The jersey placement anchored Visit Qatar's broader matchday activation, which extended across the stadium and city through a series of curated touchpoints.
Building on the prominence of the special edition shirt, Visit Qatar extended its presence beyond the pitch through carefully crafted activations. These touchpoints brought elements of Qatari hospitality and cultural richness to Parc des Princes, reinforcing how a single matchday moment could evolve into a multifaceted experience that connected two of the world's most vibrant cities.
Moving beyond traditional sponsorship models, the partnership demonstrated sport's role as a platform for cultural exchange and global connection, showing how a football jersey, when executed authentically, can become a symbol of shared understanding between nations.
In a collaboration that exemplifies cultural fusion through gastronomy, Visit Qatar, Paris Saint-Germain, and legendary French pastry chef Pierre Hermé have created an exclusive limited-edition macaron collection. Inspired by traditional Qatari flavours of Qatari milk tea locally known as Karak and Dates, the macaron collection reinterprets iconic local tastes through refined French craftsmanship, connecting two cities with a shared appreciation for flavour, artistry and warmth of hospitality.
The limited-edition macarons were activated on matchday across Paris and Doha, extending the experience beyond the stadium and creating a tangible connection between both destinations.
The limited-edition macarons were available at:
• The Paris Saint-Germain Store on the Champs-Élysées in Paris
• Select hospitality areas at Parc des Princes
• The Pierre Hermé boutique at Lagoona Mall in Doha on matchday
Qatar and France share a long-standing appreciation for culture, creativity and global exchange. Visit Qatar will continue to support initiatives that demonstrate the power of sports in connecting people across cultures and create shared memorable moments between the two nations.