PSV , a prominent Dutch football team, announced a partnership with Anycoin Direct. This became the club’s Official Partners for the next two seasons. PSV confirmed to Bitcoin Magazine recently that the BTC was still in the club’s balance sheets.

Frans Janssen was the commercial director at PSV when he signed the sponsorship deal. “As a club located in the Brainport region’s heart, we are constantly innovating and cryptocurrency fits well in this picture.

Janssen set up the Bitcoin wallets required to receive the BTC sovereignly immediately after signing the contract. Since August, the club has kept all bitcoin it received from sponsors in its own custody and plans to never sell it.

Janssen stated that Anycoin paid their sponsor rights via a number of bitcoins, which he said to Bitcoin Magazine on September 22.

PSV’s first move in Europe was shared at the MIE event, the most important marketing & insights event for the Netherlands. This fulfilled the club’s original goal of increasing Bitcoin awareness within the EU.

Lennert Vlemmings (COO of Anycoin), stated that he grew up in the area and PSV was always close to him. “As a technology firm from Brainport, we are thrilled to be working alongside PSV. The next step in cryptocurrency adoption in the EU is the payment in Bitcoin.

PSV’s innovative move will encourage other clubs to adopt Bitcoin, mainly due to game theory. Clubs without bitcoin exposure will be in a disadvantage as BTC continues to gain purchasing power against the euro. This will be evident in transfer windows, when PSV may secure better players due to the BTC’s price appreciation.

The Eindhoven Soccer Club PSV, a 108-year-old Dutch club, plays in the Eredivisie. It is the highest-tier league in Dutch football and has won 24 of its 24 championships. The club has won national trophies in addition to the UEFA Cup 1978 and the European Cup 1987-88.