Official: Juventus’ new shirt sponsor and figures behind the deal | OneFootball

Juventus confirm that the new sponsorship deal with Jeep is worth €69m until 2028, while Visit Detroit fills ‘the second slot reserved for sponsors’ which does not include UEFA and FIFA competitions.

On Tuesday, Juventus announced a new shirt sponsorship deal until 2028 with Jeep and VisitDetroit.

A separate document published by the club revealed the financial details behind the operation and clarified which of the two sponsors would be used in competitive matches next season.

“The agreement with Stellantis Europe entails the use of the Jeep brand as main sponsor of the match-day jersey of the First Team, JWomen, and NextGen, for all the domestic, UEFA, and FIFA sporting competitions, starting from the current sporting season (including the next FIFA Club World Cup) and for the 2025/2026, 2026/2027, and 2027/2028 sporting seasons,” Juventus said.

How much Juventus will earn from new shirt sponsorship deal

TURIN, ITALY – SEPTEMBER 26: A Juventus branded corner flag is seen in a general view of the stadium prior to the Serie A TIM match between Juventus and US Lecce at Allianz Stadium on September 26, 2023 in Turin, Italy. (Photo by Jonathan Moscrop/Getty Images)

“The agreement entails a fixed total fee of €69 million (of which €4 million for the residual period of the 2024/2025 sporting season, €19 million for the 2025/2026 sporting season, and €23 million for each of the following sporting season), as well as moderate variable components (malus) in case of non-participation in the UEFA sporting competitions. The agreement between the Company and Stellantis Europe stems from the satisfaction of a successful partnership with the Jeep brand that has accompanied Juventus over many sporting seasons in accomplishing extraordinary sporting achievements.

“In addition to the above, please note that the Company has entered into an agreement with Visit Detroit to fill the second slot reserved for sponsors on the front of the match-day jersey of the First Team, JWomen, and NextGen, for all domestic sporting competitions (excluding UEFA and FIFA competitions), with the same duration as the Jeep agreement. The agreement with Visit Detroit entails a fixed total fee significantly lower than that of the Jeep sponsorship agreement (consistent with the reduced sponsorship rights granted) and variable components (bonus), potentially significant, based on the achievement of certain objectives.

The amounts provided in the agreements concluded with the two partners mentioned above – which are expected to create long-term value for the Company, the Shareholders and the partners themselves – are substantially within the range of those foreseen by the Strategic Plan for the 2025/2026 and 2026/2027 financial years with reference to the front jersey sponsorship.”

Juventus’ charity partner, Save the Children, appeared on the Juventus men’s first team during the campaign.

The club’s previous agreement with Jeep, which had lasted for over ten years, expired at the end of the 2023-24 campaign. Jeep is part of Exor, a holding company with a controlling stake in Juventus.

It is believed that Juventus director Francesco Calvo had been working on this deal for several months. Italian media announced before Juventus’ statement today that Calvo had resigned as the Bianconeri’s Managing Director Revenue & Football Development to become the new Aston Villa CEO.