Paris Saint-Germain (PSG), one of the most valuable football clubs in the world, has officially confirmed that it holds Bitcoin on its balance sheet.
The announcement, made during the Bitcoin 2025 conference in Las Vegas, marks the first time a global sports team has publicly declared a strategic Bitcoin treasury allocation.
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PSG, with a fanbase exceeding 550 million, is now part of a growing group of corporations adding cryptocurrency to their financial reserves in response to shifting global trends and digital asset policy developments.
Bitcoin allocation began in 2024 as part of treasury diversification
According to P盲r Helgosson, head of PSG Labs, the French football giant began acquiring Bitcoin last year using part of its fiat reserves.
While the exact amount of Bitcoin held by PSG has not been disclosed, the allocation remains on the club鈥檚 books heading into the UEFA Champions League final next week in Munich.
The move aligns with broader demographic trends, as the club reports that 80% of its fanbase is under the age of 34鈥攁 group widely associated with higher rates of crypto adoption.
The Bitcoin initiative is also part of PSG鈥檚 push to position itself at the forefront of digital innovation. The club鈥檚 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 hedge currency risk and tap into digital-native communities.
Football leads crypto sponsorships with 64% annual growth
PSG鈥檚 move comes at a time when football is experiencing a surge in crypto and digital asset partnerships. According to SportQuake鈥檚 latest industry data, football accounts for 43% of all crypto sponsorships across sports for the 2024/25 season.
This represents a 64% year-on-year rise in total crypto-related sponsorships, driven largely by European leagues.
Notably, 44% of all crypto football sponsorship deals are concentrated within Europe鈥檚 top five leagues, including Ligue 1, where PSG currently reigns as champions.
Brands continue to prioritise global reach and international audiences, with non-US crypto spend playing a major role amid uncertainty around regulatory direction in the US under President Trump鈥檚 administration.
Matt House, CEO of SportQuake, noted that this international expansion in crypto sponsorships is being fuelled by delays in US crypto clarity, as companies shift their focus to European markets for faster adoption opportunities.
This is particularly evident in the concentration of activity across UEFA leagues.
Global corporates accelerate Bitcoin adoption amid ETF boom
PSG鈥檚 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鈥檚 directive encouraging US federal institutions to explore Bitcoin reserves.
Dom Harz, co-founder of Build on Bitcoin (BOB), attributes much of the momentum to ETFs and the emerging perception of Bitcoin as a stable digital asset with passive yield potential.
He also pointed to the growing appetite among companies to diversify beyond traditional markets, citing digital assets as a hedge against macroeconomic uncertainty and inflation risk.
In the case of sports franchises like PSG, the visibility of such moves may influence others to follow suit鈥攅specially in regions where crypto regulation is clearer and adoption is higher.
While American sports leagues have been slower to engage with crypto on a treasury level, European clubs are increasingly leveraging their global branding power to lead on financial innovation.
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