Juventus are in advanced negotiations to secure a unique double sponsorship deal for their matchday kits, potentially marking a significant shift in their commercial strategy. After beginning the 2024-25 season without a front-of-shirt sponsor, the club is reportedly finalizing an agreement that would reintroduce Jeep while adding Visit Detroit as a co-brand partner.
Jeep’s Surprise Comeback
The Italian giants are poised to reunite with Jeep, a familiar name that adorned their kits from 2012 to 2024. The automaker, part of the Stellantis group (majority-owned by Exor, the Agnelli-Elkann family’s holding company), is in talks to return as a primary sponsor. This move would reestablish a partnership that previously delivered €45 million annually to Juventus.
Visit Detroit’s New Role
Joining Jeep could be Visit Detroit, a tourism organization linked to the automotive hub in Michigan. The dual-brand arrangement would see both logos featured on the men’s first-team kits during select Serie A matches, with occasional appearances on the women’s team jerseys. The partnership aligns with Jeep’s production ties to Detroit, blending commercial and regional synergies.
Timeline and Challenges
Juventus aims to finalize the deal before June’s FIFA Club World Cup in the United States. However, tournament regulations prohibit dual main sponsors on kits, meaning only one brand would appear during matches. Serie A’s more flexible rules allow the shared sponsorship domestically, though UEFA competitions like the Champions League would also enforce single-brand visibility.
