According to a report from SportBusiness website, iconic automobile brand Jeep is open to a deal for Italy's best supported soccer club. A joint venture with the Detroit Metro Convention & Visitors Bureau would result in shared sponsorship on Juve's iconic black and white striped shirt.
Jeep is a subsidiary of Stellantis, which is owned by holding company Exor. The Italian club is owned by the influential Agnelli family through the Exor NV-listed company.
Juve’s agreement with Jeep expired, after a 12-year partnership, at the end of the 2023-24 season. The club's last agreement with Jeep was a front-of-shirt sponsorship of €45 million (US$49.5m) per season deal, but the Bianconeri and Serie A are arguably less commercially attractive than they used to be.
Charity deal
Juventus failed to secure an agreement in time for the current campaign, and have donated their front-of-shirt space to international charity Save the Children.
Juve women, on course to win their sixth Scudetto, reached an agreement mid-season with the social media platform TikTok for jersey sponsorship until the end of their campaign.
A potential deal with Jeep would extend to both Juve's men’s and women’s front-of-shirt sponsorship from the start of the 2025/26 season.
Juventus are seeking to obtain the same sort of sponsorship figures as rivals, with Inter Milan bagging €30m (US$33m) per season from their front-of-shirt sponsor, while AC earn €25m (US$27.5m). As this is outside of Jeep's valuation, sharing sponsorship rights could be the solution.
The potential deal is seen by many as a natural fit, given that both Detroit and Turin are the hearts of the automotive industry in their respective countries. Jeep has a production base in Detroit while Turin has historically been home to iconic brands like Alfa Romeo, Fiat and Lancia, as well as coachbuilders Bertone and Pininfarina.
Tournament exposure
With the prestigious 2025 FIFA Club World Cup kicking off in mid-June for Juventus, a deal in time for the tournament in the US would offer extensive exposure. Yet FIFA's regulations prohibit the presence of more than one front-of-shirt sponsor at a time.
The same rules apply for UEFA competitions, with Juventus limited to a single main front-of-shirt sponsor if they can secure European soccer next term.
However, in the Italian top tier there are not such stringent regulations. Cagliari, Lecce and Udinese have front-of-shirt co-sponsorship this season.
These strict regulations could be a dealbreaker for Juventus, and result in the Turin giants continuing to looking for a company to partner with for front-of-shirt sponsorship.