Juventus had a long-standing sponsorship deal with car manufacturer Jeep (Photo by Visionhaus)
With the end of the 2024/25 campaign looming large, speculation has already begun as to who will be the main front of shirt sponsor for Juventus next term as the club confirmed negotiations are underway.
While new boss Igor Tudor is hard at work looking to secure a place in the UEFA Champions League for the 2025/26 campaign, the directors are seeking a deal that will give them a serious cash injection.
Previous Juventus deal expired in 2024
From 2012 until last year, the Bianconeri had partnered with Fiat Chrysler Automobiles as the car manufacturer’s Jeep brand was seen on the front of the team’s shirt throughout that period.
With the two parties signing their most recent agreement in 2020, a statement on the official Juventus website shows that FCA paid the club €45 million ($51.18 million) per season with bonuses added if certain objectives were met.
When that deal expired however, the Turin giants were – as discussed in this previous column – frustrated that they were unable to find a new partner for the current campaign.
Instead, they opted to place the Save the Children logo on the front of the men’s and women’s first team shirts, strengthening their link to a charity the club has supported extensively in recent years.
Coming together to provide activities and services to the local community, Juve and Save the Children have delivered a number of projects including an education centre near the Allianz Stadium.
Juventus seeking new sponsor for 2025/26
That charity work will continue, but Juve are definitely seeking a lucrative sponsor for the front of their iconic kit next term. That has led to a number of media outlets speculating that the Bianconeri are hoping to have such a partner in place when the FIFA Club World Cup gets underway in June.
According to Italian news outlet Tuttosport, talks are at an advanced stage for Jeep to once again step forward with a new offer that will also include financial support from Visit Detroit, an organisation that promotes tourism in the US city.
Such was the widespread nature of that news, Juventus – a publicly traded company – saw their share price rise 4.22% to €2.814 ($3.20), pushing their capitalization back above the threshold of one billion Euros.
That led to the club issuing the following statement clarifying that while they were in talks with various potential sponsors, no deal had yet been agreed;
“With reference to the rumors reported by certain Italian and international newspapers regarding negotiations for front-jersey sponsorship agreements, Juventus Football Club S.p.A. (the “Company”) confirms that it has entered into discussions with top-tier partners for amounts substantially in line with those envisaged in the Strategic plan for the 2025/2026 and 2026/2027 financial years, which are expected to create long-term value for the Company, its Shareholders and its partners.
“As of today, no agreement has been formalized and, therefore, it is not possible to make any prediction as to the conclusion of front-jersey sponsorship agreements, which will be submitted to the competent corporate bodies.
“The Company will provide updates pursuant to applicable laws and regulations.”
