As PSG noted in announcing the programme, running represents “a natural extension of the Club’s ambition”, with the goal of uniting its community around “performance, self-improvement and meaningful sporting experiences”. The framing positions participation not as a marketing add-on, but as a core pillar of how the club now sees its relationship with supporters.

A Global Platform for Everyday Sport

PSG Running has been conceived as a hybrid ecosystem that combines physical activity, international community-building and digital engagement. The programme will roll out through international Run Clubs, beginning in London, alongside the launch of a digital PSG Run Club on Strava. This blended model enables supporters across continents to take part in community runs, challenges and shared training experiences, transforming fandom into regular, active participation.

For Sir Mo Farah, the appeal of the programme lies in its ability to lower barriers to entry and inspire new audiences. “It is a real honour to join Paris Saint-Germain,” he said. “I’m proud to be associated with a club that places passion and mentorship at the heart of its identity, and to share my experience with the next generation and PSG fans around the world.” His role goes beyond profile, focusing on education, encouragement and accessible guidance for runners of all levels.

We Run Paris: Brand Meets Mass Participation

At the heart of the programme is the return of We Run Paris, PSG’s flagship 10K race, scheduled for 28 June 2026. Following a debut that attracted more than 10,000 participants, the event will once again blend mass participation with strong brand immersion, including a finish at the Parc des Princes and medal collection inside the stadium. The inclusion of Kids Races reinforces a family-friendly approach, signalling an ambition to embed physical activity across generations.

PSG has framed the event as part of a broader effort to build an “immersive Rouge & Bleu experience”, extending the club’s identity into spaces traditionally occupied by mass-participation sport rather than elite competition alone.

From Engagement to Impact

With hundreds of millions of regular runners worldwide, PSG is tapping into a global movement that aligns sport with wellbeing and active living. The club’s leadership has highlighted that running is “a global movement”, particularly among younger and female audiences, reinforcing the strategic relevance of participation-led platforms for the future of fan engagement noting that: “We see running as a natural extension of the Club’s ambition… Our goal is to unite our community, especially the Next Generation, around performance, self-improvement and meaningful sporting experiences”.

For the wider sports industry, the challenge now is to move beyond participation numbers and begin measuring real-world outcomes: improvements in health, inclusion, community connection and long-term behaviour change. If initiatives such as PSG Running can demonstrate impact alongside engagement, they offer a compelling blueprint for how elite sport can evolve its role in society – not only as entertainment, but as an enabler of active, healthier communities.