Paris Saint-Germain (PSG) has become the first professional football club to adopt Bitcoin as part of its treasury reserve strategy, marking a significant shift in the intersection of global sports and digital finance.
The announcement was made during the Bitcoin 2025 conference in Las Vegas by PSG Labs lead Pär Helgosson, who confirmed the club had quietly converted a portion of its cash reserves into Bitcoin last year and continues to hold the asset on its balance sheet. “We put Bitcoin in our books, and we still have it,” Helgosson told attendees.
The move places PSG among a growing list of major entities, including MicroStrategy, GameStop, Trump Media, and Twenty-One Capital—that are incorporating Bitcoin into their corporate treasuries as a hedge against inflation and a long-term store of value.
Unlike many sports organizations that dabbled in digital assets during the crypto bull run through fan tokens and NFTs, often one-time ventures during the pandemic, PSG’s strategy marks a deeper, more structural commitment. The club now publicly recognizes Bitcoin as part of its official financial reserves, positioning itself alongside tech companies and financial institutions embracing decentralized finance.
The club’s rationale for the decision is rooted in demographics and forward planning. With more than 550 million fans worldwide, 80% of whom are under the age of 34, PSG sees Bitcoin as a bridge to engage with its digitally native audience. This generation, raised on smartphones, social media, and online payments, increasingly views Bitcoin as a symbol of financial freedom and innovation.
Beyond its football ambitions, PSG is expanding its identity as a global lifestyle brand. Helgosson emphasized the role of PSG Labs, the club’s innovation arm launched in 2023, which is tasked with exploring advancements in blockchain, virtual reality, tokenized experiences, and digital assets.
PSG’s commitment to Bitcoin also includes plans to invest in early-stage crypto startups and mentor Bitcoin entrepreneurs. The club aims to use its vast reach, brand influence, and global partnerships to help developers and founders bring products to market, raise capital, and gain international visibility.
“We will launch with you, list with you, raise with you,” Helgosson said at the conference, underscoring the club’s intention to become an active player in the broader Bitcoin ecosystem.
The move underscores a new chapter in the evolution of digital assets, one where traditional institutions, including sports franchises, begin to play pivotal roles in mainstream adoption.
