From Non-League Pioneers to Champions League: Football's Bitcoin Adoption Goes Mainstream

The intersection of football and Bitcoin reached new heights this week as Ligue 1 club Paris Saint-Germain (PSG), competing in this weekend's Champions League finals, revealed it has been quietly building a Bitcoin treasury since last year. The announcement signals Bitcoin's journey from experimental adoption by tiny clubs to mainstream acceptance at football's highest levels.

Speaking at the Bitcoin 2025 conference in Las Vegas on Thursday, Pär Helgosson, head of PSG Labs, disclosed that the French giants have moved beyond typical crypto marketing partnerships to become genuine Bitcoin holders, The Block reported .

"We put Bitcoin in our books. We took our fiat reserves and we actually allocated Bitcoin," Helgosson said on stage. "We still have it in our books. And as one of the largest clubs in the world, we're the largest player in the sports ecosystem to do that."

Validating the Non-League Pioneers

PSG's revelation validates a strategy that has quietly operated in English football's lower tiers for years. Real Bedford FC , who will play in England's Southern League Premier Central Division next season, following back-to-back promotions, has been running what may be football's most comprehensive Bitcoin integration since 2021.

The non-league club, acquired by Bitcoin podcaster Peter McCormack in 2021, has maintained 82.7 BTC worth $8.78 million in its treasury - a pioneering approach that has now found validation at Champions League level. While Real Bedford's Bitcoin strategy once seemed like an eccentric experiment, PSG's adoption suggests the model has proven its worth.

Where PSG targets its 550 million global fans with Bitcoin as part of a "lifestyle brand" strategy, Real Bedford has made Bitcoin central to its existence, from player wages to stadium improvements.

From Experiment to Institution

The evolution from Real Bedford's experimental Bitcoin-first model to PSG's corporate treasury adoption illustrates cryptocurrency's maturation in professional sports. Where McCormack's seventh-tier club once operated in uncharted territory, PSG now leverages established Bitcoin treasury strategies pioneered by companies like Strategy.

Real Bedford's early institutional backing proved the model's viability. The Winklevoss twins' $4.5 million Bitcoin investment in April 2024 , followed by Gemini's £500,000 five-year sponsorship deal , demonstrated that serious crypto investors would support Bitcoin-focused sports ventures regardless of competitive level.

Mainstream Adoption with Elite Ambitions

PSG's strategy represents Bitcoin's evolution from financial innovation to mainstream marketing tool. The Paris club positions cryptocurrency adoption as part of appealing to its 550 million fans, 80% of whom are under 34.

"PSG is more than a football club, we're a lifestyle brand," Helgosson said. "We're about what's next, just like Bitcoin."

This marks a shift from Real Bedford's fundamental approach, where Bitcoin serves as a hedge against inflation and foundation for sustainable growth through England's football pyramid.

PSG's announcement that it will "accelerate Bitcoin entrepreneurs and Bitcoin ventures" suggests the club views cryptocurrency as a platform for broader business expansion rather than just treasury management.

Real Bedford's transparent approach - publicly holding Bitcoin since December 31, 2021, at an average cost of $64,933 per coin - contrasts with PSG's undisclosed holdings. However, both strategies recognize Bitcoin's appeal to younger demographics and its potential for building modern sports finance models.

Timing the Corporate Bitcoin Revival

Both clubs' Bitcoin strategies coincide with renewed corporate interest in cryptocurrency treasuries. Following Michael Saylor's Strategy model, companies from Metaplanet to Twenty One Capital have announced substantial Bitcoin purchases, while others are exploring alternative cryptocurrencies like Ethereum and Solana .

PSG was reportedly the first sports organization to name a "head of Web3 and metaverse," with PSG Labs serving as the club's dedicated innovation engine since its 2023 founding. This institutional commitment to crypto innovation distinguishes PSG from clubs that pursued short-term fan token projects during the pandemic-era crypto boom.

Real Bedford's approach predates the current corporate Bitcoin revival, with the club holding Bitcoin since December 31, 2021, at an average cost of $64,933 per coin. This early adoption has generated unrealized gains of 63.46%, while providing financial stability for the club's ambitious growth plans.

Different Scales, Similar Vision

The parallel Bitcoin adoption by a Champions League finalist and a seventh-tier English club illustrates cryptocurrency's potential across football's competitive spectrum. PSG leverages Bitcoin to enhance its global brand while exploring venture opportunities, while Real Bedford uses cryptocurrency to fund grassroots football development and community programs.

Both strategies recognize Bitcoin's appeal to younger demographics and its potential for building sustainable sports finance models. However, their different scales and objectives demonstrate the versatility of cryptocurrency integration in professional sports.

PSG's announcement as they compete for European football's premier trophy adds legitimacy to Bitcoin adoption in elite sports. Meanwhile, Real Bedford's continued success in both football and finance proves that innovative approaches can work at any competitive level.

As corporate Bitcoin adoption accelerates and traditional finance evolves, football clubs at every level are discovering that cryptocurrency strategies can support both sporting ambitions and financial objectives. Whether competing for Champions League glory or promotion from non-league football, the Bitcoin playbook appears increasingly attractive to forward-thinking sports organizations.

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Singapore & the Future of Crypto (11 June)

​Join us for a compelling fireside chat on 11 June with Jeremy Tan , entrepreneur and independent GE2025 candidate, as he sits down with Saad Ahmed, Head of APAC at Gemini, to explore what Bitcoin really is, why it matters, and how it could help shape the future of Singapore — and its people.

​Whether you're new to Bitcoin, curious about crypto, or eager to understand where the future of money is headed, this is your chance to gain clear, honest insights. No jargon. No hype. Just practical knowledge for everyday Singaporeans.

The event is free to attend, though seats are limited and subject to confirmation. If not approved, you’ll still receive a livestream link to attend online. Apply early to secure your spot!

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