This weekend’s Champions League final in Munich feels like more than just a European football spectacle it represents the culmination of a long-term geopolitical and sporting ambition. Paris Saint-Germain arrive not only as favourites but also as the embodiment of Qatar’s grand project to redefine the structure and identity of elite football.
Victory would give France its first Champions League trophy since 1993, but it would also serve as a symbolic crowning moment for Qatar. Through a strategy combining state wealth, media influence, and commercial innovation, PSG has evolved into one of the sport’s superpowers. This transformation was set in motion over a decade ago when Qatar began intertwining its economic interests with European football, notably through PSG’s acquisition and strategic partnerships across French industries and institutions.
What once resembled a celebrity circus of underperforming superstars has been remade into a slick, disciplined, and youthful machine. The current PSG squad, shaped by tactical cohesion and a collective ethos, reflects a recalibration. Gone are the images of Neymar’s extravagant antics. In their place are players like Désiré Doué and Vitinha young, focused, and ego-free athletes who embody graft and team spirit.
But it’s wrong to view the current PSG solely as a rejection of the superstar era. In fact, the glamour of the Neymar-Messi-Mbappé years laid the foundation for today’s success. That era amplified the club’s global visibility, attracted major commercial deals, and positioned PSG as a “lifestyle brand” intersecting fashion, sport, and entertainment. This has proven a shrewd, if expensive, long-term investment. Today, PSG is valued at over €3.5 billion, with commercial revenue that now surpasses traditional giants like Manchester United.
The club’s evolution has unfolded in three phases. First came the blunt-force investment signing big names, modernising the brand, and opening boutique stores around the globe. Then came the height of celebrity, peaking with Messi’s signing and global market penetration. Now, PSG is in its third act: a footballing identity rooted in collective performance, youth development, and infrastructural excellence, typified by the new £300m training centre in Poissy.
None of this would be possible without PSG’s unique ownership structure. With Qatar’s immense financial backing, the club can absorb risks and make sweeping changes without suffering the constraints typical clubs face. They can afford to reset, pivot, and rebuild luxuries that make transformation swift and unencumbered.
Beyond the pitch, the club’s leadership plays an influential role in shaping the sport. PSG president Nasser al-Khelaifi holds powerful positions across football’s institutional hierarchy from UEFA to the European Club Association and beyond. His presence at events such as Cannes or international peace talks illustrates how deeply embedded PSG’s leadership is in broader global conversations.
While PSG may now portray a clean, collective sporting image, it’s important to recognise the state-driven strategy behind this success. PSG isn’t just a football team it’s a symbol of soft power, international ambition, and strategic branding. Whether they win or lose in Munich, they have already achieved a form of dominance. They are no longer asking for a seat at the table they’ve become the table itself.
