PSG, Top Global Football Club Announces Bitcoin Strategy, Holding from 2024, Targeting 550 Million Young Fans and Promoting Web3 Innovation.
Paris Saint-Germain (PSG), the famous French football club and a strong contender in this weekend's Champions League final, has officially announced a Bitcoin treasury strategy as part of its corporate treasury. The information was disclosed by Mr. Pär Helgosson – PSG Labs Director – at the Bitcoin 2025 conference in Las Vegas on Thursday. PSG has begun accumulating Bitcoin since 2024 and continues to hold it.
This is a symbolic move, showing a globally influential sports organization publicly viewing Bitcoin as a long-term strategic asset. Previously, many sports clubs explored the crypto space through fan token issuance or NFT collections on platforms like Socios and Chiliz during the pandemic market boom.
However, PSG appears to be the first major sports organization to officially confirm holding Bitcoin on its accounting balance sheet.
"We have transferred part of our fiat reserves to Bitcoin," Mr. Helgosson said. "PSG is now the first and largest football club to record Bitcoin on our accounting books as a long-term reserve asset."
This move reflects the revival of crypto asset treasury strategies – a trend initially sparked by MicroStrategy, which later subsided with market cycles. Recently, companies like Trump Media and Twenty One Capital have announced Bitcoin holdings worth billions of dollars. Some have chosen to diversify their portfolio with altcoins like Ethereum (ETH) or Solana (SOL).
For PSG, investing in Bitcoin is not just a financial decision, but part of a strategy to interact with young fans – the club's primary demographic. "Around 80% of our over 550 million global fans are under 34 years old," Mr. Helgosson shared. "PSG is not just a football team – we are a lifestyle brand, and we align with innovative trends like Bitcoin."
PSG's commitment to the digital space is also evident in being the world's first club to appoint a Web3 and Metaverse Director – held by Mr. Helgosson himself, who also leads PSG Labs, a dedicated innovation unit established last year.
During the event, PSG also announced plans to support the Bitcoin ecosystem through investment and collaboration with startup projects. "We are accelerating support for Bitcoin founders and startups," Mr. Helgosson stated. "We will support them in product deployment, listing, and capital raising – while providing access to over half a billion of PSG's global fans."
