Paris Saint-Germain F.C. (PSG) has made headlines by becoming the first major sports club to publicly confirm holding Bitcoin as part of its long-term financial strategy. The announcement came during the Bitcoin 2025 conference in Las Vegas, where Pär Helgosson, head of PSG Labs, shared insights into the club’s forward-thinking approach to finance and innovation.
PSG Aligns with the Future of Finance and Youth Culture
According to Helgosson, the French football powerhouse began purchasing Bitcoin in 2024 and has maintained its position ever since. This strategic move isn’t just about diversification—it’s about identity. PSG sees itself as more than a sports club; it’s a global lifestyle brand focused on innovation, technology, and culture.
With 80% of its 550 million fans under the age of 34, the club believes that embracing Bitcoin is a natural step in staying connected with the next generation. By integrating digital assets into its financial model, PSG hopes to align with what it sees as the future of global finance.
PSG Labs and Support for Crypto Innovation
In addition to holding Bitcoin, PSG is actively supporting the growth of the crypto ecosystem. Through PSG Labs—its dedicated innovation hub—the club is investing in Bitcoin-focused entrepreneurs and startups. This includes funding, go-to-market support, and the unique advantage of accessing PSG’s massive international fan base.
The club is also leading in Web3 development. PSG has appointed a head of metaverse strategy and is exploring new opportunities in blockchain, NFTs, and digital experiences. These efforts underscore the club’s commitment to driving innovation across sports, entertainment, and technology.
As PSG continues to push boundaries both on and off the field, its Bitcoin treasury signals a bold step into a decentralized future—cementing its position as a pioneer in the intersection of sports and crypto.
