Premier football club Paris Saint-Germain announces Bitcoin treasury

Paris Saint-Germain F.C., which is facing off in the Champions League soccer finals this weekend, is the latest brand to announce a Bitcoin treasury strategy. The premier football club reportedly started buying Bitcoins last year and has held onto them, Pär Helgosson, head of PSG Labs, said at the Bitcoin 2025 conference in Las Vegas on Thursday.

PSG is far from the only sports team to explore the world of crypto. During the pandemic-era bull market, dozens of teams across sports issued so-called fan tokens and NFT series using platforms like Socios and Chiliz. However, it appears PSG — an early experimenter with crypto — is now the first to reveal that it is a long-term Bitcoin holder.

“We put Bitcoin in our books. We took our fiat reserves and we actually allocated Bitcoin,” Helgosson said on stage. “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.”

Crypto treasuries, a phenomenon that largely kicked off and died down during the last pandemic-era market cycle, have lately come back in vogue.

Several companies, from Trump Media to Twenty One Capital, have recently announced multi-billion dollar Bitcoin holdings following the model of Michael Saylor’s Strategy, while other firms are pursuing a similar-but-different thesis by investing in alternative cryptocurrencies like ETH and SOL.

For its part, Paris Saint-Germain’s investment in Bitcoin appears to be part of an appeal to its younger audience. Helgosson noted that approximately 80% of its 550 million fans around the world are under the age of 34.

“PSG is more than a football club, we’re a lifestyle brand,” he said. “We’re about what’s next, just like Bitcoin.”

PSG was the first to name a “head of Web3 and metaverse,” said Helgosson, who also leads PSG Labs, founded last year to serve as the club’s dedicated “innovation engine.” As part of Helgosson’s announcement on Thursday, he noted the club is looking to invest in the next generation of crypto talent.

“We’re accelerating Bitcoin entrepreneurs and Bitcoin ventures, and we will help you build [to go to] market,” Helgosson said. “So we will launch with you, we will list with you, we will raise with you. We will help you find that global market with our over half a billion fans around the world.”