Juventus releases a new home uniform without a primary sponsor

Juventus (JUVE.MI) debuted their new home uniform on Tuesday, but the iconic white and black shirt did not have the name of the sponsor. This is because the Serie A team is still looking for a new partner following the termination of their long-term agreement with the Jeep brand.

According to a person with knowledge of the situation, negotiations are still underway with parties that might be interested in a deal, one of which is at a more advanced stage.

The most successful team in Italy, though, runs the possibility of beginning the 2024–2025 season without a primary sponsor on its uniform, according to a source who wished to remain anonymous given the delicate nature of the situation.

The deal with Jeep, which ended at the conclusion of the previous season and was estimated to be worth about 45 million euros ($49 million) annually, will probably be less lucrative than any new one, the source said.

This month, Italian champions Inter Milan signed a four-year sponsorship agreement for an estimated 30 million euros per year with an online gaming company called Betsson, which operates a sports content platform.

The insider claims that Serie A’s smaller worldwide reach than other European leagues and difficult market conditions are contributing factors to Juventus’ difficulties in landing a new major sponsorship agreement.

The Turin-based team has recently experienced upheaval. Juventus was barred from European participation in 2023–2024 due to accounting irregularities; nevertheless, they are back in the Champions League this year.

In the 2022–2023 Serie A season, the squad was docked 10 points due to a case involving player transactions and salary payments.

Milan-listed Over the last five years, Juventus—which has been under the Agnelli family’s ownership for a century—had to raise over 900 million euros from its shareholders through three different cash call operations in order to strengthen its balance sheet.

The Agnelli family’s investment company, Exor, handled about two thirds of these cash calls.

As a division of automaker Stellantis (STLAM.MI), the Jeep brand, which has sponsored Juventus since 2012, opens a new tab in which Agnellis’ Exor is also the only stakeholder.

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