Kevin Durant joins PSG in Qatar Sports Investments deal

NBA legend and prominent sports investor Kevin Durant has officially secured a direct minority stake in Paris Saint-Germain (PSG), deepening his ties with the French football giant. The announcement comes alongside a new strategic collaboration between Qatar Sports Investments (QSI), PSG’s majority owner, and Boardroom Sports Holdings, Durant’s own investment company.

This move marks a significant step forward in Durant’s involvement with PSG, building on his initial entry in 2024 via Arctos Partners, another minority shareholder. Under the updated arrangement, Durant now holds direct equity in the club and will collaborate with PSG and QSI on a range of commercial, media, and social impact initiatives.

Beyond Capital: Expanding the Scope of the Partnership

Kevin Durant’s liaison with Paris Saint-Germain (PSG) extends far beyond a financial stake. Through Boardroom, the media and investment platform he co-founded with long-time business partner Rich Kleiman, the collaboration will deliver a range of strategic initiatives, including:

Developing merchandise for international markets
Producing original content and media across digital, documentary, and streaming platforms
Strengthening grassroots and charitable programs through PSG for Communities
Advising on PSG’s growth strategy in the United States
Exploring multi-sport opportunities, including potential expansion into basketball

Durant’s direct ownership marks the first time a high-profile American athlete has invested in PSG, highlighting the club’s increasing efforts to build its brand across the Atlantic.

Qatar Sports Investments Chairman, Nasser Al-Khelaïfi, welcomed Kevin Durant onboard as a key associate, noting the significance of the collaboration.

“We continually seek to elevate the Club and our broader portfolio through high-impact partnerships that bring strategic value, innovation, and global perspective. Together with Kevin, we look forward to developing ambitious initiatives that will drive the continued global growth of Paris Saint-Germain and QSI,” he said via press release.

Kevin Durant expressed his enthusiasm for the future, reflecting on the new partnership and his direct stake in the club.

“It is an honour to partner with QSI and be a shareholder in Paris Saint-Germain — a Club and a city that is so close to my heart. This club has big plans ahead, and I can’t wait to be a part of the next phase of growth,” he said via press release.

Strategic Focus: U.S. Market Growth and Cross-Sport Opportunities

This agreement highlights PSG’s wider strategy to expand its global reach, especially in the U.S., where the club has boosted its profile through digital content, retail initiatives, and now direct equity partnerships.

Durant, via Boardroom, already holds stakes in Major League Soccer (MLS), the National Women’s Soccer League (NWSL), and other international sports ventures, cementing his role as a key player in the convergence of global sport and media.

The possibility of PSG branching into basketball or other sports formats reflects QSI’s multi-asset approach, aiming to emulate U.S. sports ownership models with diversified holdings across leagues and disciplines.

Image credit: Vitalii Vitleo / Shutterstock.com

UEFA has confirmed that Coca-Cola will once again serve as an official global sponsor for UEFA EURO 2028, marking the company’s 11th consecutive tournament. This partnership, which began in 1988, celebrates a 40-year milestone in one of European football’s longest-standing commercial relationships.

Under the renewed agreement, Coca-Cola will serve as the official non-alcoholic beverage sponsor of UEFA EURO 2028, set to take place across the United Kingdom and the Republic of Ireland.

The deal grants Coca-Cola exclusive pouring rights at all nine host stadiums, visibility in official fan zones and villages, LED pitch-side branding, as well as global digital rights and fan engagement initiatives.

40 Years Strong: Coca-Cola and UEFA Unite Fans Worldwide

UEFA’s Executive Director of Marketing, Guy-Laurent Epstein, highlighted the impact and longevity of the collaboration.

“Since 1988, Coca-Cola has been a proud supporter of the UEFA European Football Championship. Together, we have created lasting memories across generations. As we embark on our 11th consecutive tournament together, we look forward to delivering even more memorable experiences for supporters,” he said via press release.

Javier Meza, Marketing President for Coca-Cola Europe, described the renewed deal as a key element of the brand’s wider experience-focused marketing strategy.

“UEFA EURO 2028 will mark 40 years of Coca-Cola’s collaboration with UEFA. We will proudly refresh and inspire fans in stadiums, fan zones, and at home. This partnership supports our mission to bring people together, and we look forward to creating uplifting experiences that bring fans even closer to the action,” he said via press release.

Attendees will have access to a range of Coca-Cola beverages, including Coca-Cola, Powerade, water, and ready-to-drink coffee and fruit-based drinks, with options available in low-sugar and sugar-free varieties.

Coca-Cola has played a part in many of the tournament’s most memorable moments, from the 1988 finals in West Germany to recent editions featuring advanced digital activations.

The company will leverage its rights across retail, live events, digital platforms, and in-venue experiences, advancing from traditional stadium advertising to a multi-channel approach to engage consumers.

Image credit: Macarthur Bulls FC

Macarthur Bulls FC has confirmed a colloboration with DLK Advisory, who will come on board as a corporate partner backing the Club’s business and networking events for the coming two seasons.

DLK Advisory, known for its accounting and tax services across family groups, SMEs, government, not-for-profits, and major corporations, will support the Bulls’ expanding business network by enhancing the Club’s corporate events that connect sponsors, partners, and stakeholders throughout South West Sydney and beyond.

As a key element of the affiliation, DLK Advisory will team up with the Bulls’ commercial department to create quality networking experiences that reinforce relationships within the Club’s corporate network and spotlight the energetic, forward-thinking business community linked to the A-League.

Reflecting on the new alliance, David Lilja, Director of DLK Advisory, shared his excitement about the collaboration and the values both organisations bring to the deal.

“We are proud to partner with the Macarthur Bulls as they continue to inspire their supporters and the wider community,” he said via press release.

“This partnership provides a wonderful platform to introduce our refreshed brand, DLK Advisory – a firm built on trust and driven by excellence.

“We provide strategic accounting and tax solutions to a diverse range of clients, and like the Bulls, we are committed to performance, teamwork, and achieving outstanding results. We look forward to supporting the club’s success this season.”

Mark Jensen, Chief Commercial Officer of Macarthur Bulls FC, highlighted the value DLK Advisory will bring to the club’s growing corporate network.

“DLK Advisory are a fantastic addition to the Bulls family, their expertise will add real value to our corporate events program, ensuring our partners and stakeholders have meaningful opportunities to connect, share ideas, and grow together,” he said via press release.

“This partnership reflects our commitment to delivering a first-class experience on and off the field.”

The accord with DLK Advisory opens new opportunities for the Bulls to connect with the business community, fostering innovation, growth, and shared success throughout the region.