PSG owns BTC on its balance sheet, marking a notable shift in sports organizations’ crypto adoption.
The FC eyes younger fans, with 80% under age 34, aligning Bitcoin with its brand image.
The football club plans to support Bitcoin ventures, expanding its role in crypto.
The professional sports industry has shifted up a gear, as Paris Saint-Germain F.C. (PSG) announced it uses Bitcoin in its treasury. The PSG has been holding Bitcoin since it started acquiring cryptocurrency last year, Pär Helgosson explained. Paris Saint-Germain (PSG) CEO Nasser Al-Khelaifi made the statement at the Bitcoin 2025 conference in Las Vegas in the days leading up to the Champions League final.
Bitcoin Integration in PSG’s Financial Strategy
Helgosson stated that PSG allocated part of its fiat reserves to purchase Bitcoin, which now appears in the club’s official books. He described PSG as the largest sports organization to hold Bitcoin directly on its balance sheet. This move sets PSG apart from many other sports teams that issued fan tokens or NFTs during the pandemic, as PSG is now a long-term Bitcoin holder.
While numerous sports teams have experimented with crypto products, PSG’s approach reflects a deeper integration of Bitcoin into its financial operations. Helgosson’s comments suggest the club sees Bitcoin not only as an asset but also as a strategic component tied to its global brand and audience.
Targeting a Younger Fanbase Through Crypto
The company’s support of Bitcoin is linked to the demographics of its fans. Helgosson said that more than 80% of the 550 million fans supporting PSG are younger than 34 years old. Aligning its operations with the latest tech fashions for young people, the club is also introducing BTC to its fans.
The club aims to exceed the traditional image of a football club. It sees itself as a “lifestyle brand” and promotes new technology, like Bitcoin. Making Helgosson the first person in Web3 and metaverse roles reveals the club’s serious dedication. PSG Labs began operating last year as the innovation division of the club, concentrating on new digital projects.
Alongside the treasury announcement, PSG revealed plans to invest in BTC entrepreneurs and ventures. Helgosson said the club intends to accelerate new projects, offering support to build products and enter global markets. PSG leverages its fanbase and brand reach to assist startups in launching and scaling their crypto-related offerings.
The initiative proposes that PSG is open to more than just investment in crypto and is exploring other parts of the crypto ecosystem as well. The club wants to encourage partnerships that match its digital and financial strategy.
Context Within the Sports and Crypto Landscape
PSG’s treasury strategy reflects a growing trend of organizations incorporating cryptocurrencies into their balance sheets. During the pandemic, crypto treasuries gained popularity but slowed down afterward. Recently, companies like Trump Media and Twenty One Capital have resumed similar investment strategies, while others explore alternative tokens such as Ethereum and Solana.
By adopting Bitcoin on its balance sheet, PSG joins this wave of institutional interest in digital assets. The club’s announcement also highlights the increasing intersection between sports brands and crypto innovation.
Paris Saint-Germain has become the first major football club to hold BTC as a treasury asset. The club continues to develop its Web3 initiatives and plans to support BTC ventures. This move may influence how other sports organizations approach cryptocurrency and digital finance in the future.
