Qatar National Bank (QNB) recently reinforced its partnership with French football powerhouse Paris Saint-Germain (PSG) by hosting two exclusive events in Doha during the team’s winter training camp. The events, held in mid-December 2024, provided opportunities for fans and, crucially, QNB clients to interact with the players following PSG’s successful 2024-2025 season. This QNB PSG collaboration underscores the bank’s commitment to sports sponsorship and community engagement in Qatar.
The PSG team chose Doha for their annual winter tour, leveraging Qatar’s favorable climate and world-class facilities for training. QNB, as the club’s official Premium Partner, capitalized on this visit to create unique experiences for both the general public and its valued customer base. The events took place at the Hotel Park and the Swissôtel Corniche Park Towers Doha.
QNB PSG Partnership: Fostering Community Through Football
QNB’s sponsorship of Paris Saint-Germain is part of a broader strategy to align the bank with internationally recognized brands and promote a healthy lifestyle within the Qatari community. According to QNB’s official statements, sports sponsorships are seen as a key component in achieving this goal. This approach also supports Qatar’s National Vision 2030, which emphasizes the development of a dynamic and engaged society.
Fan Engagement at ICI C’EST PARIS Park Doha
A central element of QNB’s activation was “Speed Park,” located within the larger ICI C’EST PARIS Park Doha, a fan zone created for the team’s visit. This interactive experience allowed attendees to test their ball-shooting speed, providing a fun and engaging activity for PSG supporters. The park itself offered a range of immersive experiences designed to celebrate the club and its players.
Exclusive Client Experiences
In addition to the public-facing event, QNB hosted a private Meet and Greet workshop at the Swissôtel Corniche Park Towers Doha. This exclusive session was reserved for a select group of QNB clients, offering them a rare opportunity to meet PSG players, obtain autographs, and take photographs. Such exclusive access is a common benefit offered through premium banking partnerships.
The bank’s investment in sports extends beyond football, encompassing sponsorships in other disciplines like tennis and squash. However, football, particularly through the PSG partnership, remains a prominent focus due to its global appeal and strong following in Qatar. This strategy aims to enhance brand visibility and foster stronger relationships with customers.
The timing of these events coincides with PSG’s continued success, having recently completed a historic treble-winning season. This heightened profile of the club amplifies the impact of QNB’s sponsorship, associating the bank with a winning team and a globally recognized brand. The sports marketing value of aligning with a champion is significant.
While the financial details of the QNB-PSG partnership are not publicly disclosed, industry analysts estimate that such premium sponsorships represent a substantial investment for the bank. The return on investment is measured not only in brand awareness but also in customer loyalty and acquisition. This type of brand activation is increasingly common in the financial sector.
Looking ahead, QNB is expected to continue its support of Paris Saint-Germain through various initiatives throughout the remainder of the 2024-2025 season and beyond. The long-term impact of the partnership on QNB’s brand image and customer engagement will be closely monitored. Future events and activations will likely build upon the success of the Doha winter tour, potentially expanding to include digital engagement and community outreach programs.
The continuation of the partnership is subject to ongoing performance evaluations and strategic alignment between both organizations. Any potential changes to the sponsorship agreement will likely be announced through official channels in the coming months.
