Juventus and Jeep reunite in new €69m shirt sponsorship deal

Italian soccer giants Juventus have named Jeep and Visit Detroit as their front-of-shirt sponsors as part of multi-year agreements.

Contract:

• Jeep to pay Juventus €69 million (US$77.6 million) for front of jersey branding until 2028
• Automobile maker to have branding at all domestic and international competitions
• Visit Detroit takes up second spot reserved for sponsors on the front of Juventus’ shirt for domestic competitions only
• Deal with Visit Detroit to run through to 2028, with the fixed fee undisclosed, however is ‘significantly lower’ than Jeep’s deal
• Visit Detroit also becomes Juventus’ principal destination partner

Context:

Jeep’s parent company Stellantis is owned by Exor, the Italian company controlled by the Agnelli family that also owns Juventus. Jeep had previously been the Serie A outfit’s front-of-shirt partner between 2012 and 2024, with the team then replacing the car maker with branding from the Save the Children foundation this season.

Juventus said that it would be paid €4 million (US$4.5 million) for the remainder of the 2024/25 season by Jeep for branding. The club will then gain €19 million (US$21.4 million) for the 2025/26 campaign and then €23 million (US$25.9 million) for subsequent years.

Serie A clubs are allowed to have two sponsors featured on the front of their jerseys, with the likes of Hellas Verona and Cagliari among those to take up that option.

Comment:

“We are proud to announce this prestigious sponsorship, featuring two partners with an international vision: Jeep, a historic partner with whom we have collaborated for over 10 years, and Visit Detroit, which joins us with great enthusiasm,” said Maurizio Scanavino, Juventus chief executive.

“Both companies share similar values, including excellence, innovation, and a passion for sport. This partnership represents an opportunity for mutual growth, strengthening the club’s positioning to achieve new goals. We thank Jeep and Visit Detroit for their trust and are ready to embark on this new adventure.”

Source: https://www.sportspro.com/news/juventus-jeep-visit-detroit-jersey-partnership-may-2025/