PSG becomes the first football club to adopt Bitcoin treasury reserve

Paris Saint-Germain (PSG) has become the first professional football club to adopt Bitcoin (BTC) as part of its treasury reserve strategy.

The French football giant shared the news at the Bitcoin 2025 conference in Las Vegas, revealing that it had converted a portion of its cash reserves into Bitcoin last year—a position it continues to hold on its balance sheet.

PSG adds Bitcoin to its treasury and follows what big companies are doing

PSG Labs lead Pär Helgosson made the official announcement during the Bitcoin 2025 conference in Las Vegas. Helgosson told the crowd, “We put Bitcoin in our books, and we still have it.”

PSG invested in its Bitcoin reserves at a time when large publicly traded firms like MicroStrategy, GameStop, Trump Media, and Twenty-One Capital were adding large amounts of Bitcoin to their corporate treasuries to protect against inflation. 

Most sports clubs launched fan tokens or NFTs to engage with fans and generate quick revenue through digital collectibles during the last crypto bull run in the pandemic years. Platforms like Chiliz and Socios helped them reach the right audience. However, those were one-off experiments that ended with the pandemic, and PSG wants to change how the club manages its financial foundation. 

PSG is now the first football club in the world to publicly say it holds Bitcoin as part of its official financial reserve. This puts it in the same category as tech companies and financial institutions that believe Bitcoin is a long-term store of value worth holding.

The club also proves that Bitcoin is not just a tool for tech firms or hedge funds but also a real financial asset that global lifestyle brands like sports clubs can use. 

PSG uses Bitcoin to connect with young fans and support new tech ideas

Most PSG supporters have grown up in the digital age—familiar with smartphones, social media, and online payments—and many now recognize or use Bitcoin.

With over 550 million fans worldwide, 80% of whom are under 34, the club adopted a Bitcoin treasury to resonate with its younger audience. For this generation, Bitcoin represents freedom, decentralization, and the future of global finance .

PSG now refers to itself as a lifestyle brand because Pär Helgosson said the club wants to keep up with the times and change how sports organizations work with digital technology.

PSG Labs launched in 2023 and is the club’s special unit that explores, tests and develops innovations in blockchain, virtual reality, tokenized fan experiences, and digital assets like NFTs and Bitcoin. 

Helgosson said the PSG invested in its Bitcoin reserves to support a long-term vision where Bitcoin becomes part of the club’s digital and financial identity.

PSG also plans to invest in early-stage crypto startups and mentor Bitcoin entrepreneurs. The club aims to leverage its influence and brand power to help builders bring their projects to market, reach global audiences, and raise funding with the club’s backing.

Helgosson commented at the conference, saying, “We will launch with you, list with you, raise with you.” 

PSG has a unique platform that can help Bitcoin founders and developers find customers, reach new users, and get the kind of visibility that is usually difficult to achieve in the crowded world of startups. The club has over half a billion fans and a brand that works with global sponsors, streaming platforms, and major athletes to make this possible. 

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