About Pär
Pär Helgosson heads PSG Labs, Paris Saint-Germain’s global venture capability and the club’s innovation hub, where he identifies, launches and accelerates outside ventures and aligns them with PSG’s brand and commercial objectives. In May 2025 he was the one who confirmed publicly that the club had moved part of its fiat reserves into Bitcoin, making PSG the first major football club to carry a digital asset on its balance sheet - a decision he ties to a fan base that is more than 80% under 34.
He is a company builder first: his last venture was a crypto exchange he took public on Nasdaq First North. He advises investors, clubs, leagues, federations, owners and entrepreneurs working across sport, brands, IP, media and technology, and his stakeholder, advisory and training work spans Fortune 500 companies, football, government, military, financial services, tech, retail, industry and energy. He was previously a strategic advisor at Tokenize, and studied at Stockholm University and Yonsei University.
He brings the side of agentic finance this room sees least: a global consumer brand that transacts with hundreds of millions of people it will never meet, and now has to decide what an autonomous agent is allowed to do on a supporter’s behalf.
Areas of Expertise
- Digital Assets
- Media
- Digital Transformation
- Capital Markets
