Paris Saint-Germain Shakes Up Crypto World with Bitcoin Treasury Reveal Ahead of Champions League Final

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In a bold move ahead of the Champions League Final, Paris Saint-Germain (PSG) has confirmed it holds Bitcoin on its balance sheet, marking a historic first for the global sports industry. The announcement was made by Pär Helgosson, head of PSG Labs, during the Bitcoin 2025 conference in Las Vegas on Thursday.

According to Helgosson, PSG began accumulating Bitcoin in 2023 by converting part of its fiat reserves into the leading cryptocurrency — and it hasn’t sold since.

“We allocated Bitcoin from our treasury, and it remains on our books today,” Helgosson said. “As one of the largest football clubs on the planet, we’re now the biggest name in sports to integrate Bitcoin into our financial strategy.”

While many sports teams flirted with crypto fan tokens and NFTs during the last bull market via platforms like Chiliz and Socios, PSG is the first to take a long-term treasury position in Bitcoin — signaling a shift from hype to serious adoption.

The club’s early ventures into Web3 are well documented, but this latest move sets it apart as a trailblazer in the crypto-sports crossover.

Bitcoin Treasuries Are Back in Fashion

Crypto treasury strategies — once popular during the 2020–2021 bull run — are experiencing a revival. Companies such as Trump Media and Twenty One Capital have made headlines recently with large Bitcoin holdings, drawing inspiration from Michael Saylor’s Strategy playbook. Meanwhile, some firms are betting on alternatives like Ethereum (ETH) and Solana (SOL).

PSG’s embrace of Bitcoin fits within this broader trend but also stands out for its cultural and brand-driven motivations.

Appealing to a Young Global Fanbase

Helgosson highlighted that roughly 80% of PSG’s 550 million global fans are under the age of 34 — a demographic deeply familiar with digital assets.

“We’re more than just a football team — PSG is a lifestyle brand,” said Helgosson. “Just like Bitcoin, we represent what’s next.”

This generational connection may explain the club’s progressive crypto strategy — one that positions it at the forefront of financial and technological evolution in sports.

Paris Saint-Germain (PSG) Labs and the Future of Crypto in Sports

PSG has also been a first-mover in innovation, being the earliest major football club to appoint a Head of Web3 and Metaverse. PSG Labs, the club’s in-house innovation hub, is now focused on investing in and incubating the next wave of Bitcoin and crypto entrepreneurs.

“We’re not just holding Bitcoin,” Helgosson emphasized. “We’re partnering with builders — we’ll launch with you, raise with you, and help you scale to our global audience.”

With over half a billion fans worldwide, PSG’s support could become a game-changer for emerging Web3 startups seeking visibility and adoption.