The renowned European football club Paris Saint-Germain (PSG) is taking a notable step forward by incorporating Bitcoin into its financial framework. This initiative positions PSG as the first sports organization to unveil a Bitcoin treasury strategy.
The announcement was made during the Bitcoin 2025 conference held in Las Vegas. With a global following of over 550 million fans, PSG continues to explore “what’s next,” according to Pär Helgosson, head of PSG Labs. “Just like Bitcoin,” he added, underscoring the club’s forward-thinking approach.
Helgosson characterized this transition as a “new generation trend” and revealed that PSG began accumulating Bitcoin last year. Notably, a spokesperson from the club highlighted that 80% of PSG’s supporters are younger than 34 years old.
“Last year, we placed Bitcoin on our balance sheet. We reallocated some of our fiat reserves to Bitcoin. That allocation remains on our books,” he stated.
JUST IN: European soccer giant Paris Saint Germain announces they adopted a #Bitcoin treasury reserve pic.twitter.com/nGeq7bUyBJ
— Bitcoin Magazine (@BitcoinMagazine) May 29, 2025
Next week, PSG is set to compete in the Champions League finals in Munich, while also holding the title of champions in the French Ligue 1.
Football Leads in Crypto Engagement
A recent report by Sport Quake reveals that football accounts for 43% of all sponsorship involving cryptocurrencies and digital assets for the 2024/25 season. This figure represents a significant 64% increase in sponsorships compared to the previous year.
“The entire growth is driven by football (soccer), with international brands pivoting towards global sponsorships and markets outside the U.S. as they await guidance on crypto policies from President Trump,” stated Matt House, CEO of SportQuake.
Moreover, 44% of all crypto-related sponsorships in football occur within Europe’s top five leagues, which includes France’s Ligue 1.
PSG’s foray into cryptocurrency accumulation aligns with a broader trend where more corporations are recognizing the advantages of integrating Bitcoin into their financial architecture.
The Momentum for Corporate Bitcoin Adoption
Bitcoin has increasingly become a treasury asset of choice for various businesses and brands, particularly following a strategic reserve order by President Donald Trump, which has facilitated its rise.
Dom Harz, Co-Founder of BOB (Build on Bitcoin), remarked to Finance Newso that “the proliferation of ETFs has significantly influenced this trend.”
“One of the most fascinating changes we’ve observed over the past two years is a shift in perception; Bitcoin has transitioned from being viewed as a speculative investment to being recognized as a strategic asset for corporations,” he explained via email.
“For businesses, the appeal is substantial. They stand to earn a passive yield on their assets, while also diversifying their portfolios away from conventional investments.”
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