Paris Saint-Germain Becomes First Major Sports Club Holding Bitcoin

Paris Saint-Germain (PSG) has become the first major sports club to officially include Bitcoin as a treasury asset, converting part of its fiat reserves into BTC and holding it on their balance sheet. This strategic move, announced by PSG Labs head Pär Helgosson at the Bitcoin 2025 conference in Las Vegas, reflects the club's effort to connect with its predominantly young fan base, of which 80% are under 34, and to position itself as a lifestyle brand aligned with digital trends. PSG Labs, launched in 2023, also supports early-stage Bitcoin startups by helping with product launches, token listings, and fundraising, leveraging PSG's vast global fan network of over 550 million. Unlike prior crypto engagements such as fan tokens or blockchain validators, PSG's Bitcoin acquisition marks a shift toward treating crypto as a core financial asset rather than a marketing tool. The club must navigate regulatory and financial challenges related to Bitcoin's volatility and accounting standards, especially under football's financial fair play rules. PSG's pioneering adoption of Bitcoin follows a broader corporate trend seen in firms like MicroStrategy and Tesla, enhancing its role from branding to active participation in the Bitcoin ecosystem.