Helgosson, head of PSG Labs, revealed that the global football club allocated a portion of its fiat reserves to bitcoin (BTC) last year and continues to hold it. He stated this makes PSG the largest entity within the sports ecosystem to have taken such a step, leveraging its status as one of the world’s top clubs currently competing in the Champions League final.

Paris Saint-Germain, founded in 1970 and based in Paris, is France’s most popular football club and a globally supported powerhouse. Competing in Ligue 1, PSG boasts a rich history of domestic and European success, featuring superstar players. Owned by Qatar Sports Investments since 2011, the club extends beyond men’s football into women’s football, esports, and other disciplines.

To accelerate alignment with the Bitcoin community, PSG launched PSG Labs last year. Helgosson described it as a vehicle to support BTC-centric entrepreneurs and ventures, offering partnerships to “launch with you, list with you, and grow with you.” The initiative aims to help projects reach a global market.

Helgosson emphasized PSG’s value as a partner, citing its position as a “lifestyle brand” with a fanbase exceeding 550 million people, over 90% of whom are under 34 years old. He noted that building a worldwide user base can be harder than developing a technical product, implying PSG’s reach offers a solution.

The PSG Labs head invited conference attendees to connect, especially those looking to launch or go to market. He also promoted the club’s presence in Los Angeles this summer for the Club World Cup, including a two-week PSG House event on Melrose Avenue where the Labs will be present.

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