October 8 – Paris Saint-Germain is taking its WE RUN event abroad for the first time, with a Doha edition at the Lusail International Circuit on October 30. 

More than 2,000 people are expected at PSG QNB WE RUN DOHA. The Formula One track will be converted for the day to host 10-kilometre and 5-kilometre races, plus a one-kilometre run for children. 

The event mixes the running with entertainment and activities aimed at runners, families, PSG supporters and the local community. Lusail gives it a venue already known internationally for major sporting events and puts the PSG brand in a sports setting outside of football. 

It is a different kind of fan engagement for the club. Most international activity by major clubs is built around tours, matches, retail openings or first-team appearances. With WE RUN, participants take part directly in an event carrying PSG’s identity, and it can reach people who rarely attend PSG games. 

The format also doesn’t depend on the football calendar. It can run during the season or outside it and be adapted to different markets without needing the first team. 

Doha is a natural first stop. PSG is owned by Qatar Sports Investments, and QNB, the Qatar National Bank, is the event’s title partner. The club already have a strong following in the region. 

The international edition doesn’t replace the original. PSG have confirmed WE RUN PARIS will return in spring 2027. 

Together the two events show PSG building WE RUN into a repeatable format, one that can be staged at home and in other markets as part of their wider brand activity around the world. 

Contact the writer of this story, Nick.Webster, at [email protected]