January 9, 2021

The Italian champions extend their long-term association with the American automaker.

With the start of 2021, Juventus have renewed their principal sponsorship deal with American automobile company Jeep in an agreement that now runs until the end of the 2023-24 season. The previous deal was due to run out at the end of this one.

The Ohio-based subsidiary of Fiat Chrysler Automobiles has been the principal partner of the club since 2012, when it replaced French online betting company Betclic. It is controlled by the Exor Group, a holding company owned by the very Agnelli family that also owns Juventus.


The new deal will see Jeep pay an annual base price of €45 million to the Old Lady with potential performance-oriented addons. The previous deal saw Jeep pay the club a base price of €17 million until October 2019, when it was renegotiated to at least €42 million.

The club statement read, “This agreement stems from the mutual satisfaction of a successful partnership that has been accompanying Juventus and Jeep since 2012/2013 sporting season.”

The renewal of this deal ensures the continuation of what has become one of the most iconic sponsorship deals in recent history of world football.


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