Quick Summary: PSG’s Historic Bitcoin Move
- PSG is the first sports club to officially hold Bitcoin on its balance sheet.
- The announcement was made at the Bitcoin 2025 conference in Las Vegas.
- PSG Labs is supporting Bitcoin startups through incubation and global scaling.
- The club’s fanbase of 550+ million, 80% under 34, influenced the move toward digital innovation.
- Pär Helgosson, head of PSG Labs, confirms BTC acquisition was made last year and is still held.
- Aligns with rising corporate Bitcoin adoption and a broader trend across major industries.
- Football is the leading sport for crypto sponsorships, with a 43% share in 2024/25.
PSG Takes a Historic Leap into Bitcoin
Paris Saint-Germain (PSG) has redefined the intersection of sports and finance by becoming the first sports club to include Bitcoin on its official balance sheet. The announcement, made at the Bitcoin 2025 conference in Las Vegas, signals a deep shift from short-lived crypto promotions to long-term digital asset investment.
This isn’t just another branding partnership — it’s a bold financial commitment.
“We took our fiat reserves and actually allocated Bitcoin. We still have it in our books,” revealed Pär Helgosson, Head of PSG Labs.
Bitcoin as a Treasury Asset – Not Just a Gimmick
Unlike many sports teams that briefly flirt with crypto sponsorships or launch short-term tokens, PSG is playing the long game. Bitcoin is no longer just a marketing tool — it’s a core financial asset for the French football powerhouse.
The decision was influenced by PSG’s global fan base, which surpasses 550 million, with over 80% aged under 34. This digitally-savvy audience expects innovation, and PSG is delivering by aligning its strategy with next-gen financial trends.
PSG Labs: Building the Future of Bitcoin Startups
Founded in 2024, PSG Labs is a global venture platform designed to fuel the Bitcoin ecosystem. Its mission: support Bitcoin-focused startups with incubation, fundraising, listings, and global scalability.
Helgosson emphasized, “The goal is to go beyond just branding. We want to be a participant in the ecosystem.”
This means PSG isn’t just storing Bitcoin — it’s actively helping build the future of it.
Why This Matters for Global Football and Crypto
Football has become the most crypto-sponsored sport, claiming 43% of all crypto sponsorships during the 2024/25 season, per Sport Quake. That figure marks a 64% year-over-year increase, with nearly half of these deals occurring in Europe’s top five leagues — including France’s Ligue 1, where PSG competes.
By putting Bitcoin on its books, PSG is setting a precedent for other clubs, leagues, and sports federations globally.
Corporate Bitcoin Adoption: PSG Joins the Trend
PSG’s decision reflects a larger wave of corporate Bitcoin adoption. From tech giants to sports entities, the move to hold Bitcoin has gained traction, especially after strategic shifts in global regulations and political endorsements.
Former U.S. President Donald Trump’s executive order promoting Bitcoin reserves and the surge of Bitcoin ETFs have further legitimized Bitcoin as a treasury asset.
According to Dom Harz, co-founder of Build on Bitcoin (BOB), ETFs have played a pivotal role in accelerating institutional adoption.
Final Thoughts
PSG’s Bitcoin treasury strategy is more than just financial innovation — it’s a statement of intent. With the UEFA Champions League final looming, the club is sending a powerful message: it’s not just about football anymore — it’s about the future of finance and technology.
As crypto adoption deepens in the sports world, PSG is poised to remain a front-runner, not just on the pitch, but in the global crypto arena.