Paris Saint-Germain Becomes First Sports Club to Hold Bitcoin on Balance Sheet

Paris Saint-Germain, a top European football club, has become the first professional sports franchise to publicly adopt Bitcoin as a treasury asset. The club's head of innovation hub PSG Labs, Par Helgosson, confirmed that a portion of the club's fiat reserves was converted into Bitcoin in 2024 and continues to be held. PSG's move aligns with its global fanbase, which is predominantly under the age of 34 and immersed in digital culture and decentralized finance.

Paris Saint-Germain (PSG), one of the most valuable football clubs in the world, has become the first professional sports franchise to publicly adopt Bitcoin as a treasury asset. The club's head of innovation hub PSG Labs, Pär Helgosson, confirmed that a portion of the club's fiat reserves was converted into Bitcoin in 2024 and continues to be held. This move aligns with PSG's global fanbase, which is predominantly under the age of 34 and immersed in digital culture and decentralized finance.

The announcement was made during the Bitcoin 2025 conference in Las Vegas, where a PSG spokesperson revealed that the club shifted part of its cash reserve into Bitcoin in 2024 and still holds the position [1]. This strategic decision marks a significant shift in the club's financial strategy, as it aims to diversify its treasury and hedge against currency risk.

PSG's move comes at a time when football is experiencing a surge in crypto and digital asset partnerships. According to SportQuake's latest industry data, football accounts for 43% of all crypto sponsorships across sports for the 2024/25 season, representing a 64% year-on-year rise in total crypto-related sponsorships [2]. This trend is particularly evident in Europe, where 44% of all crypto football sponsorship deals are concentrated within the top five leagues, including Ligue 1, where PSG currently reigns as champions.

PSG's involvement in NFTs and fan tokens through its partnership with Socios.com had already laid the groundwork for its crypto strategy. The new Bitcoin holding adds a layer of long-term financial diversification as the club seeks new ways to tap into digital-native communities. By keeping BTC on its books and investing in Bitcoin-centric startups, PSG aims to differentiate sponsorship income from strategic investments in the underlying technology [3].

PSG's strategy is part of a broader corporate trend toward Bitcoin adoption, accelerated by regulatory developments and the approval of spot Bitcoin ETFs in multiple markets. The shift from viewing Bitcoin as a speculative asset to a corporate treasury strategy is gaining traction, especially after President Trump's directive encouraging US federal institutions to explore Bitcoin reserves [3].

The club's spokesperson closed the session by saying the club will "race with them" and reach global markets through the club’s brand infrastructure. This move is expected to position PSG at the forefront of digital innovation and attract a new generation of fans and investors.

References:
[1] https://decrypt.co/news-explorer?pinned=1047009&title=paris-saint-germain-confirms-it-holds-btc-in-treasury-during-bitcoin-2025-conference
[2] https://cryptoslate.com/champions-league-finalist-psg-confirms-bitcoin-treasury-looks-for-web3-builders/
[3] https://invezz.com/news/2025/05/30/paris-saint-germain-adds-bitcoin-to-balance-sheet-amid-crypto-boom-in-european-football/