Juventus FC extend Cygames partnership

Juventus Football Club have announced a renewal of their partnership with Cygames.

The Japanese video game developer will thus remain the back-of-matchday-shirt sponsor of the Juve men’s first team.

The two parties will also continue working on various content activations, including fan engagement activities. 

Peter Silverstone, Chief Business Officer, Juventus FC, commented:

“We are delighted and deeply grateful for the trust that Cygames has continued to place in Juventus and for the support they have shown throughout our partnership. Over the years, we have had the privilege of watching Cygames grow into one of the most respected and successful names in the global entertainment industry. The alignment between Cygames’ passion for innovation and Juventus’ philosophy, ‘We Are Youth. Since 1897.’, makes this partnership especially strong. We are excited to continue creating value and new engagement opportunities for Cygames around the world through our global digital ecosystem of almost 200 million followers, 40% of whom are under the age of 24, as well as through the Juventus Creator Lab. Partnerships of this longevity are rare. They are built on trust, shared ambition and a commitment to growing together. We are proud that Cygames has chosen to continue this journey with Juventus, and we look forward to working together for many years to come.”

Cygames signed a back-of-matchday-shirt sponsorship deal with Juventus back in July 2017 but dropped it ahead of the 2019/20 season after conflicts emerged due to the Bianconeri bringing on board rival Japanese video game company Konami as a sponsor.

However, in July 2020, Cygames agreed to return in its previous capacity and resume the back-of-shirt sponsorship deal with Juventus in an improved €10m-a-year deal that originally ran until 2022.