Paris Saint-Germain, one of the world’s most prominent football clubs, has made a historic move by integrating Bitcoin into its financial strategy, allocating a significant portion of its fiat reserves to the cryptocurrency.
Announced just days before PSG’s UEFA Champions League final, this groundbreaking decision marks a transformative shift in the convergence of sports, digital finance, and blockchain adoption.
The head of PSG Labs, Pär Helgosson, confirmed the club’s commitment to Bitcoin as a long-term asset at the Bitcoin 2025 Conference in Las Vegas on Thursday.
“We took our fiat reserves and we actually allocated Bitcoin,” Helgosson stated. “We still have it in our books. And as one of the largest clubs in the world, we’re the largest player in the sports ecosystem to do that.”
PSG’s decision to integrate Bitcoin into its treasury marks a departure from traditional football club financial models.
While many sports organizations have engaged in short-term crypto experiments, such as fan tokens and NFTs, PSG has taken a more profound approach by embracing Bitcoin as a treasury asset rather than just a marketing tool or speculative asset.
PSG’s strategy positions the club as one for the new generation, appealing to a digitally savvy audience that is deeply interested in decentralized finance.
Helgosson highlighted this shift, saying, “More than 80% of our fan base is actually under 34 years old. It means that we’re about what’s next, just like Bitcoin.”
Beyond adding Bitcoin to its treasury, PSG is using its global fanbase of over 550 million to grow its presence in the digital economy.
Through PSG Labs, a venture platform launched last year, the club is actively incubating and scaling Bitcoin-based projects.
“We will launch with you, list with you, raise with you,” Helgosson explained. “We will help you find that global market.”
PSG had earlier ventured into blockchain with its fan token on Socios and AI-generated NFT posters through Crypto.com.
However, adopting Bitcoin as a treasury asset represents a deeper, more institutional commitment to crypto investment.
