A digital asset
investment fund
Viska is an alternative investment fund based in Iceland that invests in digital assets.
Viska is an alternative investment fund based in Iceland that invests in digital assets.
Paris Saint-Germain (PSG), one of the world’s most prominent football clubs, has made headlines by becoming the first elite sports team to incorporate Bitcoin into its financial reserves. The announcement was made at the Bitcoin 2025 Conference in Las Vegas by Pär Helgosson, head of PSG Labs. This move is quite notable as it aligns with the club's broader efforts to engage its predominantly young, tech-savvy fanbase.
Pär Helgosson works as the head of PSG Labs which serves as the innovation hub for the club.
In 2024, PSG discreetly began converting a portion of its fiat reserves into Bitcoin, a decision that was publicly disclosed in May 2025. Helgosson stated, “We put Bitcoin in our books, and we still have it.” This initiative positions PSG alongside companies like Strategy and GameStop, which have also adopted Bitcoin as part of their treasury strategies.
Strategy continues to purchase BTC despite new highs being reached for the asset. Perhaps others are taking note? Stats provided by Saylor Tracker as of 2.6.25
At the time of the announcement, PSG reported 120 BTC in holdings, valued at approximately $12.5 million. This move diversifies away from previous ventures, such as fan tokens and NFTs, into a more substantial commitment to cryptocurrency as a financial asset.
PSG boasts a global fanbase exceeding 550 million people, with over 80% under the age of 34. This demographic is notably more inclined toward digital assets and decentralized finance. By integrating Bitcoin into its financial strategy, PSG not only modernizes its financial operations but also resonates with its young supporters.
According to a recent survey disclosed in a report by Gemini last month, ‘‘Half of Gen Z and Millennial respondents invest in crypto’’.
This approach reflects a broader trend in sports, where clubs are increasingly adopting digital innovations to enhance fan engagement and loyalty. PSG's move could set a precedent for other sports organizations aiming to connect with younger audiences through technological advancements.
Beyond holding Bitcoin, PSG is actively investing in the broader cryptocurrency ecosystem through PSG Labs. Established in 2023, PSG Labs serves as the club's innovation hub, supporting Bitcoin and Web3 startups with funding and global exposure. Helgosson emphasized the club's commitment to accelerating Bitcoin ventures, stating, “We will help you launch, list, and raise,” highlighting PSG's role as both an investor and a platform for crypto-native projects.
This initiative aligns with PSG's history of embracing digital innovations, including partnerships with Socios.com and Crypto.com, and the launch of NFT campaigns. Through PSG Labs, the club aims to further integrate into the digital asset space, fostering the growth of emerging technologies within the sports industry.
PSG's adoption of Bitcoin as a reserve asset is symbolic in the intersection of sports and digital finance. By aligning its financial strategy with the interests of its young, global fanbase, PSG’s announcement is likely to influence other sports organizations to explore similar avenues as well. Through initiatives like PSG Labs, the club not only invests in its financial future but also plays a pivotal role in shaping the integration of cryptocurrency within the sports industry itself.
PSG won the 2025 UEFA men’s Champions League final on Saturday 31.5.25, being crowned the champions of Europe for the first time. Source - Olympics.com
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