By Andrea Caropreso
Index
Juventus’ Long Search for a Main Sponsor Is About to End
After nearly an entire season without any brand on the center of their shirt, Juventus seems to have reached a new agreement that would see the return of Jeep and the entry of Visit Detroit.
After losing out on the potential €41 million deal with ITA Airways — an agreement draft that was ultimately blocked by the government — a new turning point now seems possible.
How Much Will Juventus Earn?
The previous deal with Jeep — a brand under the Stellantis group and thus part of the Agnelli family business — ran from the 2012/13 season until last year and guaranteed around €45 million per season. However, Juventus will likely have to lower expectations, as the last few seasons haven’t been particularly successful on the sporting side, which has devalued the brand.
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Therefore, it’s likely that the new deal will be closed for around €30 million per season — a figure in line with the sponsorships of other top Serie A clubs. But that’s not all: a new player could be Visit Detroit.
What Is Visit Detroit?
Visit Detroit is a nonprofit organization with the primary goal of promoting tourism (and more) in the Detroit metropolitan area — a heavily industrialized region in the United States. This creates a kind of connection between Detroit and the Italian city of Turin.
Although it is a nonprofit, the organization receives significant funding, especially from the tourism sector. For example, it receives 2% of the profits from all hotels and motels in surrounding counties such as Wayne, Oakland, and Macomb. Advertising its brand on the shirt of a globally recognized club like Juventus could be a great opportunity to boost its image.
Juventus aims to finalize the financial agreement before the Club World Cup, which kicks off on June 14 and will be held in the United States. So far, Juventus has preferred to take its time rather than accept undervalued deals, opting instead to feature the partnership with Save The Children on their kit — an organization known for promoting values of education and youth development, which align with Juventus’ own principles.
Possible Consequences on the Stock Market
There’s no official confirmation yet, but it’s reasonable to believe that this development could have a positive impact on Juventus’ stock. After a recent drop caused by Trump’s tariffs, Juventus shares have started to rise again — and may continue to do so.
The start of a new partnership can have major benefits in terms of merchandise sales, brand visibility, and increased revenue overall. Juventus has been engaged for several years in a financial recovery plan aiming to reach a positive balance sheet within the next three years. In this regard, new sponsorship funds could provide a much-needed boost.
By Andrea Caropreso
