Here, we look at the organisations enjoying a strong branding presence across the physical and digital assets of the men’s and/or women‘s teams of Juventus Football Club as their sponsors and partners for the 2025/26 season.
German sportswear giant Adidas replaced rival American brand 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 that would last until June 2027 and bring in a minimum fixed fee of €51 million every year, further subject to sales and on-pitch performance-based bonuses. This renewed technical partnership with Juventus also covered their youth teams.
In June 2025, the two announced another agreement. This ten-year deal, which comes into effect after the end of their existing partnership, will cover the 2027/28 to 2036/2037 seasons and is reportedly worth €408 million.
Jeep, an Ohio-based subsidiary of Fiat Chrysler Automobiles, first became the principal sponsor of Juventus in 2012, when it replaced French online betting company Betclic.
In October 2019, Juventus announced that they had reworked their deal with Jeep, which was then worth a guaranteed €17 million per year, to an improved agreement that would bring in between €42 million and €45 million every year.
The two further extended their partnership in a three-year agreement in January 2021. The renewed deal, which kicked off at the start of the 2021/22 season, was worth €45 million at least with potential results-based add-ons.
In May 2025, Jeep returned to the front of The Old Lady’s shirt after a year’s gap. As part of this deal, the Jeep logo returned to the front of Juve’s men’s and women’s first teams’ shirts in addition to the Next Gen jerseys during domestic competitions alongside Visit Detroit, with Jeep serving as the sole front-of-shirt sponsor for international games.
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 €103.1 million that would run until 2030.
Under the improved deal, Allianz not only retains naming rights for Juventus Stadium for the next ten years, but 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, Juventus Women.
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 agreement.
In June 2024, the two parties agreed on a new two-year deal that began in July 2024 and is set to run through to the end of June 2026. Juve thus continue wearing matchday shirts bearing the Cygames logo on the back for their Serie A, Coppa Italia, and international friendly matches. The Cygames logo also features inside the Allianz Stadium.
As part of the deal, EA Sports serves as Juve’s official sport video gaming partner and official urban culture partner. The multi-year partnership between the two parties kicked off with the launch of FIFA 23 — the last instalment bearing the name of the world football–governing body.
EA Sports’ agreement with Juventus and Serie A brings the club and their players, current managers, and notable stars of the past to each FC release in a fully licensed guise.
In May 2025, Juventus roped in Visit Detroit as a front-of-shirt sponsor on a multi-year deal.
Visit Detroit thus acts as Juve’s Principal Destination Partner, having become the first “active CVB (convention and visitors bureau) to receive front-of-shirt branding for a Serie A club.”
The Visit Detroit logo thus features on the front of Juventus men’s and women’s first teams’ as well as Next Gen matchday shirts during domestic competitions — alongside Jeep’s logo. For international outings, Jeep is Juve’s sole front-of-matchday-shirt sponsor.
In October 2024, Azimut, an asset and wealth management group, signed a sponsorship agreement with Juventus, coming on board as their official sleeve sponsor.
As per the agreement, the Azimut logo features on the left sleeve of Juve’s men’s team’s matchday shirt for both domestic and international outings. It also features on pitchside LEDs at the Allianz Stadium during the team’s home games.
Azimut’s investment app Beewise, which is designed for a younger audience, is also part of the agreement with the aim of “targeting a wider audience.”
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.
In September 2023, the two parties announced an extension of their partnership. The agreement increased the catalogue of benefits and rewards for Juve fans.
Fossano-headquartered confectionery company Balocco has served as an official partner of Juventus since 2010, making this one of the longest existing associations in the club’s history.
Juventus last extended their deal with Balocco in August 2025. The partnership, now running until the end of the 2027/28 season, also covers the club’s Next Gen outfit and women’s first team.
Chinese mineral water brand Ganten has served as the official water of 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 September 2023 — until 2028.
In August 2024, Juventus announced a partnership with global sports drink brand Prime Hydration (PRIME), which is co-founded by internet celebrities Logan Paul and KSI.
As part of the agreement, PRIME acts as the official sports drink of Juventus. The partnership extends beyond product placement, with PRIME providing its range of hydration solutions to the Juve players.
In July 2025, entertainment company Smart Good Things Holding announced the launch of a collaboration with Juventus and introduced the “J Pay” app — an innovative payment method designed to protect and enhance the purchasing power of its users.
In July 2023, Juventus announced a partnership with NEXEN TIRE, which granted the South Korean tyre maker access to “unique hospitality experiences with customers and consumers in unique and memorable ways”.
In August 2024, Juventus announced a two-year partnership with American cybersecurity company Fortinet, bringing it on board as their official cybersecurity partner.
Apart from branding rights, the partnership entails Juventus leveraging Fortinet’s Security Fabric platform “to reduce complexity and streamline the identification and resolution of network and security issues across the club’s facilities”.
In October 2023, Juventus announced the return of Ferrari Trento, an Italian beverage company specialising in traditional sparkling wine, as an official partner on a three-season basis.
The multi-year deal kicked off with the launch of the Ferrari Sparkling Club inside the Allianz Stadium — the first inside a stadium. The partnership also entails products from the Lunelli Group (owner of Ferrari Trento) portfolio being made available across all hospitality areas inside the Juve home ground, including the Bisol1542 (prosecco) and Tenute Lunelli (wine) brands.
In July 2025, Juventus announced WhiteBIT, a European cryptocurrency exchange, as their sleeve sponsor and official cryptocurrency partner on a three-year deal.
As per the agreement, since the 2025 FIFA Club World Cup — in which Juve participated — the WhiteBIT logo features on the left-arm sleeve of the Juve men’s first team’s matchday shirt and will continue to do so until the end of the 2027/28 season. The other part of the agreement also covers Juve’s women’s first team, entailing “exclusive digital content, innovative activations and joint initiatives” to engage with the teams’ fans worldwide.”
This meat-based food products manufacturer also serves Juventus as an official partner.
Advertising itself as a provider of “data-driven, insight-led solutions in the areas of people, risk and capital”, Willis Towers Watson is a long-time partner of Juventus. Apart from branding rights, the deal has seen the firm provide exclusive health insurance products to the club’s supporters.
In July 2024, the Bianconeri announced a five-year extension of their partnership with WTW. Now running until 2029, the deal sees WTW continue offering risk management support to the club through “the mapping, quantification, qualitative-quantitative analysis of risks and the creation of a strategic governance for the retention and transfer of risks to the insurance market.”
Over-the-top subscription sports streaming platform DAZN also serves as an official partner of 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 has also held the digital broadcast rights for all Serie A games in Italy since the 2021/22 season.
Ota City, Tokyo–headquartered Japanese multinational imaging and electronics company Ricoh also serves as an official sponsor of Juventus.
Technogym, a Cesena-based technological fitness products manufacturer and supplier, is also an official partner of Juventus.
Apart from branding rights, the deal sees Technogym supply its products to the club.
Italian pharmaceutical company Sixtus Italia also serves as an official supplier of Juventus.
Apart from branding rights, the deal sees the company supply its products to the club.
In May 2025, Juventus announced signing a partnership agreement with online forex and CFD trading platform XTrade, bringing it on board as their Official Regional Online Trading Partner.
The two-year agreement, running until June 2027, entails global reach for XTRADE — barring the Italy and Europe markets.
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