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When it comes to football, most of the attention usually goes to what happens on the pitch: goals, tactics, coaches, and transfers. But the real engine that allows top clubs to compete at the highest level lies outside the stadium — in the beating heart of sports economics: sponsorships.
And in Italy, one of the most interesting cases to analyze is Juventus. Not just for its history and trophies, but because it is the only Italian club with a commercial and international structure comparable to that of Europe’s biggest clubs. So the question is: how much does Juventus really earn from sponsors? And how do these deals work?
What is a sponsor and why is it so important: the Juventus case
In modern football, sponsors are much more than just logos on a shirt. They are strategic partners who invest millions to associate their image with a club, in exchange for global visibility, access to an international fan base, and marketing returns.
Sponsors are generally divided into:
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Main sponsor: the brand on the front of the jersey — the most visible and therefore the most expensive.
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Technical sponsor: the one that produces the sportswear (usually companies like Adidas, Nike, Puma…).
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Secondary sponsors: brands on the sleeves, back of the shirt, shorts, or sponsoring stadium areas or digital content.
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Other partners: tech companies, crypto platforms, lifestyle brands, airlines, and more.
Contracts usually include a fixed part (guaranteed annually) and a variable part tied to sporting performance (such as qualifying for the Champions League) or exposure (e.g. merchandise sales).
Juventus sponsors in 2025
After a period of financial and managerial turbulence, Juventus has renewed (and in some cases overhauled) its commercial strategy. The result? A sponsorship structure that — while not yet on the level of top English or Spanish clubs — is still the benchmark in Italy.
In 2024, a familiar name returned to Juventus: Jeep, a long-standing sponsor from the Stellantis group, signed a new deal running until 2028. The twist? In some matches, the Jeep logo will be accompanied by that of Visit Detroit, the tourism board of the American city — also part of Stellantis’ ecosystem.
The total deal is worth €69 million through 2028, specifically:
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€19 million for the 2025/26 season
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€23 million per year for the following two seasons
But it’s not all smooth sailing: penalties are in place in case the team misses out on European competitions — a crucial visibility element for brands.
Adidas: a lasting partnership
Adidas has been Juventus’ technical sponsor since 2015, and in 2023 the deal was extended through 2037. It’s a massive agreement — worth €408 million in total, roughly €43–46 million per year. The contract includes not just gear supply, but royalties on each shirt sold and a large share of merchandising revenues.
For comparison: AC Milan earns around €30 million a year from Puma. Once again, the difference lies in Juve’s global brand appeal.
Other brands linked to Juventus include:
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WhiteBIT (crypto exchange), sleeve sponsor: approx. €5 million per season
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Cygames (Japanese video game company): around €4 million per year, a long-time partner since 2017
Even these smaller deals contribute to a sponsorship ecosystem that generates over €85 million annually from the jersey alone.
How much does this money actually matter?
In Juventus’ financial structure, sponsorships are one of the top sources of income — alongside TV rights and stadium revenues. On average, they cover between 25% and 40% of operating income, especially in years when European competitions don’t bring in much revenue.
Moreover, sponsors help maintain brand value. A brand like Juventus, with fans across the globe, needs international deals to stay competitive and attractive beyond Italy.
Of course, there are risks: missing out on European cups may reduce payments (malus clauses). If exposure drops, commercial appeal suffers. UEFA also restricts the number and position of sponsor logos in Champions League matches, reducing promised exposure. In short, if Juve underperforms on the pitch, it loses value off it too. That’s why sporting and financial success are deeply interconnected.
At the European level, Juventus still trails giants like Real Madrid, Manchester City, and PSG, who each earn over €150 million a year just from shirt sponsorships. But in Italy, Juventus remains unmatched and continues to be the go-to club for investors in football.
In summary:
Today, Juventus earns around €85 million a year from shirt sponsorships. If we add other deals, events, digital activities, and partnerships, the total easily exceeds €100 million.
These figures show that, despite recent sporting challenges, the Juventus brand still holds significant global value. But to maintain — and hopefully grow — that value, results, consistency, and an even more international strategy will be required.
In modern football, winning on the pitch is important. But knowing how to monetize that victory — or even just the name — is what separates survival from dominance.
