Juventus find themselves in a race against time to secure a new shirt sponsor before the upcoming FIFA Club World Cup in the United States. The iconic Italian club has been without a main sponsor since Jeep’s contract expired on June 30, 2024, marking the end of an era that began in the 2012/2013 season.
Calciomercato report how the absence of a sponsor has left a significant financial void for Juventus, potentially costing the club up to 45 million euros this season. This figure represents the maximum amount the club would have earned had they participated in the new super-Champions League with Jeep as their sponsor.
In November 2024, Juventus CEO Maurizio Scanavino expressed confidence in finalizing a deal with an internationally recognized brand by the end of the current season. However, progress has been slow, and the club is now facing a more pressing deadline due to the upcoming Club World Cup.
The tournament in the United States presents a crucial opportunity for Juventus to showcase its brand and attract potential investors. However, FIFA requires all match kits to be tested and approved well in advance of the competition. This means Juventus needs to have their new sponsor in place by the end of the current Serie A season, which concludes on May 25, 2025, with an away match against Venezia.
Earlier attempts to secure a new sponsor have faced setbacks. A promising deal with ITA Airways, worth 41 million euros annually for three years, fell through due to government intervention, as the airline was still state-owned at the time.
As the clock ticks, Juventus is exploring alternative options. One potential solution is a one-year agreement with Tether, a cryptocurrency company that already owns a 5% stake in the club. While partnerships with crypto firms have proven problematic for other Serie A clubs in the past, Tether’s established position in the stablecoin market and its existing relationship with Juventus could make this a viable option.
Tether, led by Giancarlo Devasini and Paolo Ardoino, both long-time Juventus supporters, could provide the club with the necessary backing to enter a new sponsorship era. This potential deal would not only solve the immediate sponsorship issue but also align with Juventus’ efforts to expand its presence in the United States, building on the popularity of American players like Weston McKennie and Timothy Weah.
