Following are the companies and organisations that serve as sponsors and brand partners to Serie A club Juventus and enjoy a strong branding presence across their physical and digital assets.
OFFICIAL PARTNERS AND SPONSORS
German sportswear giant Adidas replaced its American rival Nike as the official kit supplier of Juventus in 2015.
The original deal, which was set to expire at the end of the 2020-21 season, was renewed in December 2018 in a new-and-improved agreement which would last until June 2027 and bring in a minimum fixed fee of €51 every year, further subject to sales and on-pitch performance-based bonuses.
Adidas’ renewed technical partnership with Juventus also covers their youth teams.
Ohio-based subsidiary of Fiat Chrysler Automobiles, Jeep, has served as the principal sponsor of Juventus since 2012, when it replaced French online betting company Betclic.
In October 2019, Juventus announced they had reworked their deal with Jeep, which was then worth a guaranteed €17m per year, to an improved agreement which would bring in between €42m and €45m every year.
The two further extended their partnership in a three-year agreement in January 2021. The renewed deal, having kicked off with the start of the 2021-22 season, is reportedly worth €45m at least with potential results-based addons.
Munich-based German financial services company Allianz acquired the naming rights for Juventus’ home ground in June 2017. The stadium is since known as the Allianz Stadium, except during UEFA and FIFA events, when it’s simply known as Juventus Stadium.
In February 2020, Juventus announced they had renewed and expanded their partnership with Allianz in a deal worth €103.1m that would run until 2030.
Under the improved deal, Allianz not only retains naming rights for Juventus Stadium for the next ten years, it also gains front-of-shirt sponsorship rights for the club’s training and warm-up kits. The new deal also covers the club’s women’s team.
The Singapore-based cryptocurrency platform was announced as the club’s official cryptocurrency exchange partner and the first-ever sleeve sponsor for their matchday shirts in September 2021 in a deal brokered by IMG.
Japanese video game developer 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 runs until 2022.
Juventus signed an unprecedented sponsorship deal with Japanese video game developer KONAMI in July 2019. The deal gave KONAMI exclusive rights to feature Juventus’ licensing — which includes real-life likeness of players, kits and stadium — in its annually released football game, eFootball Pro Evolution Soccer (PES), meaning for the first time in 25 years, EA Sports’ FIFA wouldn’t feature the former Serie A champions.
Instead, the lack of license sees EA substitute Juventus with an unlicensed version of the team called Piemonte Calcio. The players, however, are licensed because of EA’s other circumventing deals.
In July 2021, Konami announced a complete overhaul of their flagship football simulation offering PES, which would now become a cross-platform, free-to-play game called eFootball. Juve’s deal with Konami sees the club and their assets licensed in the game.
Limassol-headquartered sports betting company Parimatch signed a sponsorship deal with Juventus in September 2020. This deal was renewed in September 2021, with the two parties continuing their commitment to work on co-branded global campaigns featuring Juve’s players.
Juventus signed a multi-year deal with cryptocurrency-based fan engagement platform Socios.com, which is powered by Gzira, Malta-based blockchain fintech provider Chiliz, in September 2018 to launch their own Fan Token ($JUV).
Via Socios.com, Juventus offer their fans a chance to obtain Fan Tokens that allow them to participate in several club-oriented activities. These Fan Tokens are limited in number and can be bought, sold or won in an augmented reality in-game.
The Turin-headquartered Italian banking group replaced UBI Banca as the official bank of Juventus in April 2021.
Fossano-headquartered confectionery company Balocco serves as an official partner to Juventus since 2010, making its association with Juventus one of the longest in the club’s history.
Juventus last extended their deal with Balocco in a three-year agreement in May 2019.
Chinese mineral water brand Ganten serves as the official water to Juventus since June 2017. Apart from branding rights, the deal also sees Ganten supply packaged water to Juventus’ hospitality sections and training sessions.
Juventus last extended their deal with Ganten in December 2019. It currently runs until 2023.
Italy’s primary train operator Trenitalia’s high-speed service Frecciarossa serves as the official train of Juventus since 2012.
Fara San Martino-headquartered pasta manufacturer De Cecco became a global partner of Juventus in August 2018. The company works with the club’s medical staff and first team chef to cater to the players’ nutritional requirements.
In October 2020, the two parties renewed their partnership in an agreement that currently runs until June 2022.
Meat-based food products manufacturer Wuber also serves as an official sponsor to Juventus.
The German television brand entered a global strategic partnership with the club in June 2021 in a deal currently set to run until the end of the 2021-22 season. The deal entails several co-branded campaigns featuring Juve’s players and legends, with exclusive once-in-a-lifetime opportunities offered to METZ’s customers.
Willis Towers Watson
Global insurance firm Willis Towers Watson last renewed its deal with Juventus in July 2016. Apart from branding rights, the deal sees the firm provide exclusive health insurance products to the club’s supporters.
The Nicosia, Cyprus-based online FX and CFD broker was announced as the club’s Official Trading Partner in November 2020. Apart from branding rights across Juve’s home ground and training facilities, the deal also entails production of co-branded content.
Electric mobility brand Nilox is an official partner of Juventus since July 2019. The two last renewed their partnership in September 2020.
Apart from branding rights, the deal sees Nilox supply its products to the Juve players and work with the club to create co-branded promotional content.
The Quarona-headquartered Italian high-end fashion house was announced as the Official Formal Suit supplier of the club for the 2021-22 season in August 2021.
Diemen-headquartered human resources operator Randstad serves as an official partner to Juventus since 2014. The two last renewed their partnership in September 2020 in a deal that runs until 2022.
Over-the-top subscription sports streaming platform DAZN also serves as an official partner to Juventus.
The deal grants DAZN rights to exclusive Juve-based content. DAZN has also benefitted from the global ambassadorship of Cristiano Ronaldo, whom it roped in right after the Portuguese moved to Juventus from Real Madrid in 2018 and played in Italy for three seasons.
DAZN also holds broadcast rights for Serie A in Italy since the start of the 2021-22 season.
The Swiss luxury watchmaker is an official partner of the club since 2012. Apart from branding rights, the deal has also seen Hublot release exclusive Juve-themed watches over the years.
The two parties last renewed their partnership in February 2018.
Lavazza was announced as the club’s official coffee in September 2020. Apart from branding rights, the deal, which also involves Juve’s women’s team, grants the Italian coffee brand presence inside the Allianz Stadium to sell its coffee products.
Technology start-up Wings Mobile was announced as an official sponsor of Juventus in October 2020. Apart from branding rights across Juve’s assets, Wings Mobile also has access to Juve’s image rights (players and colour scheme) to feature in its promotional content.
The American beverage giant became an official sponsor of Juventus in a two-year deal in October 2019. Apart from co-branded projects, the deal also sees Coca-Cola’s products made available across Juve-associated venues.
Juventus signed a three-year sponsorship deal with Anheuser-Busch InBev-owned lager brand Bud in October 2019. The deal entails digital activations and co-branded “innovative special projects”.
Ota City, Tokyo-headquartered Japanese multinational imaging and electronics company Ricoh also serves as an official sponsor to Juventus.
American audio equipment manufacturer Bose became an official partner of Juve in July 2020. As per the deal, Bose has installed and manages the sound systems at the Allianz Stadium.
Cesena-based technological fitness products manufacturer and supplier Technogym is also an official partner of Juventus. Apart from branding rights, the deal sees Technogym supply its range of latest products to the club.
Italian pharmaceutical company Sixtus Italia also serves as an official supplier to Juventus. Apart from branding rights, the deal sees the company supply its products to the club.
Raffles Family Office
Juventus announced a three-year deal with Hong Kong-headquartered financial services group Raffles Family Office (RFO) in September 2020. The regional deal is aimed at five major Asian markets including Greater China and Singapore.
RFO works with Juventus on several branding and marketing activations, with the club also looking to host pre-season tours in the aforementioned region.
Wipro-owned Malaysian men’s personal care brand Dashing became a regional partner of Juventus in October 2019, covering the regions of Malaysia and Brunei.
Apart from branding rights, the deal sees Dashing produce Juventus-themed products and offer other fan engagement opportunities.
The Fabriano-headquartered Italian heating systems manufacturer signed a regional partnership deal with Juventus covering the Chinese market in January 2021. Later, in September 2021, the two parties expanded their regional partnership to also cover Indonesia.
Gilus Mix, a range of black coffee products under the Torabika label, which is in turn the coffee brand of West Jakarta-headquartered Indonesian food and beverage company Mayora, was announced as an Official Regional Partner of the club in May 2021.