$PSG Goes Full Bitcoin Ahead of UCL Final

Just days before the biggest match of the season, Paris Saint-Germain has made history – becoming the first major sports club to hold Bitcoin as a treasury asset.

While most clubs dabbled in fan tokens and NFT promos, $PSG is going all-in long-term.

Through #$PSG Labs, the club is shifting from brand to builder – backing Bitcoin startups and helping them scale globally.

We took our fiat reserves and allocated Bitcoin. We still hold it on our books, said $PSG Labs head Pär Helgosson at Bitcoin 2025 in Vegas.

The move is part of $PSG’s plan to align with its young global fanbase – 80% of which is under 34 – and cement its rep as the club of the next generation.

$PSG Labs will launch, list, and raise alongside Bitcoin ventures – taking a front-row seat in Web3’s next evolution 💼

Today in Munich, $PSG takes the pitch in the #ChampionsLeague Final vs Inter – with Bitcoin on the books and glory on the line.