PSG Embraces Bitcoin Ahead of Champions League Final
Paris Saint-Germain (PSG) has officially confirmed that it holds Bitcoin (BTC) on its balance sheet, becoming the first major sports club in the world to treat BTC as a long-term treasury asset. The announcement comes just days before the club faces Inter Milan in the UEFA Champions League final in Munich.
From Fan Tokens to Financial Strategy
Unlike most football clubs that have dabbled in crypto through short-term promotions like NFTs and fan tokens, PSG is taking a different path—one that positions it as a forward-thinking, crypto-aligned sports brand. The club previously launched its fan token on Socios and created AI-generated NFT posters via Crypto.com. But this latest move represents a deeper financial commitment to the digital asset space.
Aligning with a Young Global Fanbase
Speaking at the Bitcoin 2025 conference in Las Vegas, Pär Helgosson, head of PSG Labs, revealed:
“We took our fiat reserves and we actually allocated Bitcoin. 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.”
Helgosson emphasized that more than 80% of PSG’s global fanbase is under 34 years old, making Bitcoin a natural fit for a club aiming to be a “club of the new generation.”
PSG Labs to Fuel Bitcoin Innovation
PSG’s venture arm, PSG Labs, is not stopping at balance sheet strategy. The platform plans to incubate Bitcoin startups and help them scale globally. “We will launch with you, list with you, raise with you,” Helgosson said. “We will help you find that global market.”
Launched in 2024, PSG Labs marks the club’s shift from a brand-focused crypto approach to becoming an active builder in the Bitcoin ecosystem.
Growing Institutional Support for Bitcoin
PSG’s announcement aligns with a broader global trend. At the same conference, Pakistan officials disclosed plans to establish a national Bitcoin reserve—signaling growing institutional adoption of BTC as a part of long-term financial infrastructure.
Bitcoin Price Update
At the time of the announcement, Bitcoin is trading at $106,113, down 1.6% over the last 24 hours, according to CoinGecko.
Champions League Final: PSG vs. Inter Milan
Paris Saint-Germain’s bold financial move sets the tone for a historic weekend, as the club prepares to take on Inter Milan in the UEFA Champions League final this Saturday in Munich.
