Juventus deepen crypto ties with ‘€5m-per-year’ WhiteBit sleeve deal

Italian soccer giants Juventus have named cryptocurrency exchange WhiteBit as their new sleeve sponsor in a three-year deal.

Contract:

• WhiteBit’s logo to be visible on the sleeve of the men’s first team jerseys
• WhiteBit is also named the Serie A club’s official cryptocurrency exchange partner
• Partnership to include exclusive digital content, activations and joint initiatives
• According to Calcio e Finanza, the deal is worth €5 million (US$5.78 million) per season

Context:

WhiteBit replaces asset management firm Azimut as Juventus’ sleeve partner.

Juventus have readily embraced the crypto industry for sponsorships. Bitget became their first ever sleeve partner in 2021 before being replaced by another crypto platform in Zondacrypto. Azimut then agreed a short-term deal last October.

In addition to sponsorship, crypto firm Tether bought a minority stake in the club earlier this year and increased its shareholding in April to over ten per cent.

The addition of WhiteBit comes after the Turin-based team agreed multi-year front-of-shirt partnerships with Jeep and Visit Detroit last month. Jeep’s deal is worth €69 million (US$79.7 million) over three years and covers all games, while Visit Detroit takes up the second spot on the shirt for domestic games only.

This is the latest high-profile soccer partnership WhiteBit has entered following a tie-up with Spanish soccer champions Barcelona. According to sports marketing agency SportQuake, the company spent US$13 million on sports sponsorships during the 2024/25 season, which puts it as the joint eighth-highest spender in the cryptocurrency space.

Comment:

“We are thrilled to welcome WhiteBit to the Juventus family, a partner that shares our commitment to innovation and excellence, both on and off the pitch,” said Maurizio Scanavino, Juventus chief executive. “We are strictly convinced that this collaboration will offer our fans worldwide lots of new engagement opportunities, leveraging cutting-edge technology to enhance their connection with Juventus.”

“We are thrilled to partner with Juventus, an iconic football club,” added Volodymyr Nosov, founder and chief executive of WhiteBit. “This partnership marks a major milestone in our mission to make cryptocurrency more accessible to an increasingly wider audience. Together, we’ll create new, tech-driven ways to connect fans with their favourite team.”

Credit: https://www.sportspro.com/news/juventus-whitebit-sleeve-sponsor-crypto-june-2025/