Breaking: PSG Scores Big with Bitcoin - First Football Club to Add BTC to Treasury

From the Pitch to the Blockchain

Paris Saint-Germain (PSG) has officially stepped into the crypto hall of fame by becoming the first professional football club to adopt Bitcoin (BTC) as a part of its treasury reserve strategy. The announcement was made by PSG Labs lead Pär Helgosson at the Bitcoin 2025 conference in Las Vegas, confirming:

This bold move aligns PSG with global corporations like MicroStrategy, Trump Media, GameStop, and Twenty-One Capital, who have embraced BTC as a strategic hedge and store of value.

Moving Beyond Fan Tokens and NFTs

During the pandemic-era bull run, sports clubs dabbled in fan tokens and NFTs for quick digital revenue—mostly one-off marketing experiments. PSG’s new direction, however, signals a long-term shift: Bitcoin is now part of the club’s core financial foundation, not just a marketing tool. This strategy elevates PSG from crypto novelty to a serious institutional player, treating Bitcoin as a real financial asset, not just a speculative trend.

Speaking the Language of the Next Generation

PSG’s decision is also a cultural move aimed at connecting with its 550 million global fans, 80% of whom are under 34. For this audience, Bitcoin isn’t just an investment—it’s an ideological symbol of freedom, decentralization, and financial evolution. By adopting BTC, PSG is future-proofing its brand, aligning with digital-native fans across Africa, Asia, Europe, and the Americas. Helgosson noted that PSG now sees itself as a lifestyle brand, not just a sports club—evolving with the tech of the times.

PSG Labs: Crypto Innovation Engine

Launched in 2023, PSG Labs is the club’s innovation unit, exploring blockchain, virtual reality, digital collectibles, and financial technologies. The club plans to:

• Support Bitcoin entrepreneurs

• Invest in early-stage crypto startups

• Leverage its global brand to help projects launch and raise capital

Helgosson added:

This positions PSG not just as a holder of Bitcoin, but as a builder of the Bitcoin ecosystem, using its platform and global visibility to accelerate crypto adoption.

Sports + Bitcoin = New Playbook for Finance

PSG’s move creates a new blueprint for how sports organizations can use Bitcoin as both a financial and brand asset. It could inspire other clubs, leagues, and global entertainment brands to follow suit, merging Web3 infrastructure with cultural power.

The era of fan tokens may have cooled, but PSG just proved Bitcoin is the real MVP for sports finance in 2025.