As Paris Saint-Germain gears up for one of the biggest nights in football—the UEFA Champions League final against Inter Milan—it’s making headlines off the pitch as well. The club has officially revealed that it holds Bitcoin as part of its financial reserves, marking a bold move that sets it apart from other major sports organizations around the world.
The announcement came at the Bitcoin 2025 conference in Las Vegas, where Pär Helgosson, head of PSG Labs, confirmed the club’s forward-thinking strategy. “We took our fiat reserves and we actually allocated Bitcoin,” Helgosson said. “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.”
This makes PSG the first globally recognized sports club to hold BTC as a treasury asset—something that even crypto-enthusiastic leagues and franchises have largely avoided, preferring to experiment with NFTs and fan tokens instead.
From Fan Tokens to Financial Innovation
PSG has dabbled in crypto before. Its fan token, launched via Socios, and its AI-generated NFT posters created with Crypto.com both rode the wave of the last crypto bull market. However, these were more promotional in nature—short-term ventures meant to engage fans and capitalize on Web3 hype.
This time, it’s different. PSG isn’t just promoting crypto; it’s investing in it.
With this move, the French powerhouse is not only diversifying its financial strategy but also aligning itself more closely with the values of its global fanbase. According to Helgosson, “More than 80% of our fan base is under the age of 34. It means that we’re about what’s next, just like Bitcoin.”
It’s clear that PSG sees its investment in Bitcoin as more than just a financial hedge—it’s a brand alignment with future-forward thinking and digital-native generations.
PSG Labs: Beyond Branding
The Bitcoin on PSG’s balance sheet is only part of the story. The club has also launched PSG Labs, a global venture platform focused on supporting Bitcoin startups. This new initiative isn’t just about throwing money around—it’s about actively participating in the development of the Bitcoin ecosystem.
“We will launch with you, list with you, raise with you,” Helgosson told the crowd in Las Vegas. “We will help you find that global market.”
By backing Bitcoin-native companies and helping them scale worldwide, PSG is transforming its role from a mere sports brand to a builder and enabler in the crypto space. It’s an unusual but strategic evolution for a football club, and one that could redefine how sports organizations think about innovation and investment.
A Broader Shift in Sentiment
PSG’s move comes at a time when institutions—from sports clubs to national governments—are rethinking how Bitcoin fits into long-term financial strategies. At the same Las Vegas event, Pakistan revealed plans to create a national Bitcoin reserve, signaling that BTC is increasingly seen as part of serious, future-facing policy—not just speculative hype.
As of now, Bitcoin is trading at $106,113, according to CoinGecko data, down slightly by 1.6% over the past 24 hours. That small dip hasn’t deterred the growing institutional interest, especially among entities like PSG that are looking beyond short-term gains.
A Big Week for PSG On and Off the Field
With the Champions League final against Inter Milan scheduled for this Saturday in Munich, PSG is heading into the match with not just sporting momentum, but also financial innovation on its side.
In stepping into the world of Bitcoin holdings and venture incubation, PSG is doing more than just keeping up with trends—it’s aiming to help shape them. Whether or not the club lifts the trophy this weekend, it has already claimed a unique victory in the world of crypto.
