Paris Saint-Germain and Novotel Launch Pedro Pauleta-Themed Hotel Room in Riyadh.

Roger Hampel

Photo Credit: Paris Saint-Germain (PSG) 

Paris Saint-Germain (PSG) and Novotel have unveiled a new hospitality concept in the Middle East by launching a Pedro Miguel Pauleta “Legendary Room” at Novotel Riyadh Sahafa. The activation is part of the Novotel Legendary Rooms initiative, which blends football storytelling, branded interiors, and hotel guest experience design to celebrate PSG icons across international destinations.

The new room, dedicated to Pedro Miguel Pauleta, expands PSG’s off-pitch commercial strategy into themed hospitality offerings, marking another step in how football clubs are monetizing legacy and brand equity through non-sporting environments.

Commercial Storytelling Through Hospitality

The room is designed to deliver an immersive, football-themed stay, featuring signed memorabilia, PSG-branded decor, and pop-art elements reflecting Pauleta’s playing career. It includes:

• A signed jersey and boots

• PSG-themed bedding and carpets

• Interactive digital content accessible only to guests

• A curated in-room experience built around Pauleta’s legacy at PSG

  
  

The project also aligns with Saudi Arabia’s Vision 2030 agenda, which emphasizes cultural innovation, sports growth, and lifestyle tourism. The room serves not only as a branded stay but as a destination-driven activation supporting the region’s hospitality sector and PSG’s global diversification goals.

From Brand Licensing to Fan-Facing Experiences

This collaboration highlights PSG’s evolving diversification strategy, using legends, merchandise, and branded content to tap into hospitality markets. Nadia Benmokhtar, PSG’s Director of Diversification and Merchandising, explained:

“With this collaboration, we aim to offer our fans a unique and memorable experience by allowing them to relive the key moments in the history of Paris Saint-Germain through its greatest legends. It is an honor to celebrate Pedro Miguel Pauleta and his legacy, through a project that transcends borders and embodies the spirit and greatness of Paris Saint-Germain.”

The concept goes beyond hotel branding — it's an example of how clubs can package legacy assets into premium leisure experiences that hold both marketing and revenue value.

A Cultural and Regional Strategy Paris Saint-Germain Novotel Pedro Pauleta

The room is also strategically located in Riyadh, one of the Middle East’s fastest-growing tourism and sports markets. According to Paul Stevens, COO for Accor (Novotel’s parent company):

“This collaboration captures the vibrant spirit of Saudi youth and their deep passion for the game. As part of Saudi Vision 2030, we are proud to offer an experience that inspires, engages, and connects global icons closer to our community.”

The choice of Riyadh is deliberate. It supports PSG’s interest in deepening engagement across the GCC region, and complements other off-field commercial activities, including international academies, sponsor activations, and pre-season tour planning.

A Case of Hospitality as Fan Engagement

For guests, the Pedro Miguel Pauleta Room offers exclusive digital content, including career retrospectives, interviews, and Riyadh recommendations inspired by Pauleta himself. Younger guests can access interactive games and PSG-themed entertainment, making the room suitable for both football fans and family travelers.

Pedro Miguel Pauleta commented:

“It is an honor to see my career celebrated in this room. Paris Saint-Germain has always held a special place in my heart, and this Legendary Room is a beautiful way to share my story with football fans.”