Whoop Secures Landmark Partnership with Paris Saint-Germain Following $10.1 Billion Valuation

Wearable technology giant Whoop has announced a transformative multi-year partnership with Paris Saint-Germain (PSG), marking the company’s most significant move into elite European football to date.

The deal, which runs through 2029, names Whoop the Official Health & Fitness Wearable and a Premium Partner for both the PSG men’s and women’s first teams.

The announcement follows a massive $575 million funding round that valued Whoop at $10.1 billion. By aligning with one of the most culturally influential sporting brands in the world, Whoop aims to solidify its screenless biometric technology as the gold standard for professional athlete recovery and performance.

Highlighting the cultural importance of the club, Whoop’s VP of Global Marketing, Brian Curtin, said: “Paris Saint-Germain is one of the most influential brands in the world—not just in sport, but across global culture.”

“Partnering with PSG puts Whoop at the centre of that influence,” Curtin said. 

Expressing his enthusiasm, Richard Heaselgrave, PSG chief revenue officer, added: “Innovation is at the heart of Paris Saint-Germain’s project.”

“With Whoop, we are taking a new step forward by enabling athletes to better understand and enhance their physical condition through leading technology.”

Under the agreement, PSG players and coaching staff will be equipped with Whoop devices to track high-fidelity metrics, including Heart Rate Variability (HRV), sleep cycles, respiratory rate, and physical strain. These data points will be integrated into the club’s performance protocols to provide personalised recommendations for training loads and recovery windows.

Global Fan Activations and “La Maison”

Beyond the training ground, the partnership includes a heavy focus on PSG’s global fan base of millions. Whoop will serve as a primary partner for PSG Run, the club’s international running program, including the flagship We Run Paris 10K on 28 June.

Additional fan engagement initiatives include:

• ICP (Immersive Fan Experiences): Pop-up parks and dedicated “La Maison” venues in major cities worldwide.
• Stadium Branding: Whoop’s branding will debut at the Parc des Princes during the club’s next home fixture, featuring on LED boards, 3D corner signage, and digital matchday platforms.
• Community Data: Potential integrations for fans to compare their own fitness and recovery “strain” against benchmarks set by elite PSG athletes.

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