Paris Saint-Germain has announced a multi-year partnership with AI-powered fitness app Zing Coach running through 2027, offering fans worldwide the chance to train like their favourite PSG players. The collaboration represents another strategic initiative from the Qatari-owned football powerhouse to transform spectators into active participants.
The Qatar Connection
Qatar Sports Investments has controlled PSG since 2011, transforming the club from a struggling French team into a $4.4 billion global sports empire. The timing of this fitness partnership is strategic, coming as PSG recently launched its first international innovation hub, PSG Labs, in Doha. The centre accelerates cutting-edge technology in sports and fan experience, serving as a gateway to emerging technology across the Middle East.
How It Works
Starting January 6th, PSG supporters gained access to adaptive training plans within the Zing Coach app that mirror routines of players from both the Men’s and Women’s teams. The gamified experience uses AI to personalise workouts, offering users the chance to track progress against PSG stars, unlock exclusive experiences, and win signed memorabilia through competitive leaderboards.
The partnership addresses a striking gap: while five billion people globally watch football, roughly one-third of the world’s population remains physically inactive. By targeting PSG’s 235 million social media followers, the initiative aims to convert passion into personal fitness commitment.
Regional Impact
For the Middle East, this partnership aligns with Qatar’s vision of establishing itself as a global sports technology hub. The digital nature of Zing Coach makes it accessible across the MENA region, where PSG enjoys substantial popularity thanks to beIN Sports broadcasting and Qatari ownership. Young football fans throughout the Gulf states and North Africa can now engage with PSG in a more health-focused manner.
Richard Heaselgrave, PSG’s Chief Revenue Officer, emphasised that the partnership gives fans “the opportunity to experience what it’s like to train like an elite athlete and to turn their passion for football into an active commitment to their well-being.”
Beyond Traditional Sponsorship
This collaboration exemplifies how Qatar uses sports ownership to advance multiple objectives: commercial returns, technological innovation, and public health promotion.
Zing Coach, which raised $10 million in Series A funding in 2024 and was named TechRadar’s top fitness app, brings proven technology to PSG’s vast global audience. The program is included in Zing Coach’s monthly subscription, making elite-level training accessible to millions of supporters worldwide.
As the partnership unfolds through 2027, it demonstrates an evolving model of sports ownership where Middle Eastern investment, European football, and health technology converge to create value both on and off the pitch.
