In brief
- PSG has confirmed it holds Bitcoin on its balance sheet, becoming the first major sports club to treat BTC as a treasury asset.
- The move shows PSG’s strategy to align with its young global fanbase and marks a shift away from short-term crypto promotions like NFTs and fan tokens.
- Through PSG Labs, the club plans to back Bitcoin startups and help them scale globally, expanding its role from brand to builder in the crypto ecosystem.
Paris Saint-Germain has become the first major sports club to publicly confirm holding Bitcoin as part of its treasury, just days before competing in the UEFA Champions League final.
“We took our fiat reserves and we actually allocated Bitcoin,” Pär Helgosson, head of PSG Labs, said at the Bitcoin 2025 conference in Las Vegas on Thursday. “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 move breaks from the playbook of most sports clubs, which have stuck to short-term crypto experiments like NFTs and fan tokens.
The decision to treat Bitcoin as a treasury asset points to PSG’s broader strategy to position itself as a “club of the new generation.”
“More than 80% of our fan base is actually under 34 years old,” Helgosson noted. “It means that we’re about what’s next, just like Bitcoin.”
While crypto fan tokens and NFTs had their moment during the last bull run, PSG launched its own fan token on Socios and minted AI-generated NFT posters via Crypto.com.
The club, which boasts over 550 million fans globally, is now leveraging that reach through PSG Labs.
Founded last year, the global venture platform aims to incubate Bitcoin ventures and help them scale their operations.
“We will launch with you, list with you, raise with you,” Helgosson said. “We will help you find that global market.”
At the same conference, officials from Pakistan announced plans to establish a national Bitcoin reserve, marking a shift in how both governments and institutions are approaching BTC as part of long-term financial infrastructure.
The world’s largest crypto is trading at $106,113, down 1.6% in the last 24 hours, according to CoinGecko data.
Paris Saint-Germain will face Inter Milan in the UEFA Champions League final this Saturday in Munich.
Edited by Sebastian Sinclair
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