Juventus are on the verge of a total revolution, not just in technical terms with the arrival of Cristiano Giuntoli and Thiago Motta, but also in terms of sponsorship, particularly regarding their shirt sponsor.
After concluding a 12-year relationship with Jeep, which yielded €341 million, the Turin-based club presented their new shirt without any branding. According to Calciomercato, this sponsorless jersey was worn during their first outing under the new Italian-Brazilian coach, resulting in a 3-0 defeat against Nuremberg, managed by Miroslav Klose.
In recent days, Juventus have identified a new brand for their partnership and is ready to announce it in the coming days. The club is working on finalizing the details and signing contracts for a multi-year agreement.
While the name of the new sponsor remains confidential, sources from Continassa reveal very little. However, it’s understood that the brand will have international stature and will be easily recognizable in its details and market presence. Importantly, it will align with the club’s values, a crucial element for Juventus, who have carefully scanned the market and evaluated various opportunities to choose their new partner.
The new partnership will differ from the previous Stellantis agreement in both project scope and economic terms. It’s described as a transitional partnership, with the goal of growing and re-evaluating the Juventus brand before potentially re-entering the market for new proposals. The management’s idea is to regain sporting excellence, which would allow them to increase sponsorship revenues.
For context, the previous agreement with Jeep, which lasted from 2012 to June 30, 2024, brought Juventus revenues of €341 million. The last renewal, signed in 2021, provided a base fee of €45 million per sports season, plus bonuses linked to sporting results.
