When they signed Cristiano Ronaldo in an unprecedented deal, Juventus’ motive was clear – to end the Champions League drought as soon as possible. While no blame can be latched to the Portuguese’s performances since his arrival, the Old Lady has found herself short of a viable claim to the European throne. As the new manager Andrea Pirlo would very well know, just winning the Serie A is not enough for the Bianconeri. The big investments need to result in a European triumph soon for all of it to have been worth it. This season, they once again embark on a long journey as one of the serious contenders for the Champions League, while their league dominance is threated by the Milanese renaissance back in Italy. We look at their sponsor for the season.
OFFICIAL PARTNERS AND SPONSORS
Adidas – 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 deal which would last until June 2027 and bring in a minimum fixed fee of €50.1m (currently US$59.48m) every year, subject to sales and on-pitch performance-based bonuses. Adidas’ renewed technical partnership with Juventus also covers their youth teams.
Jeep – 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 then standing deal with Jeep, which was worth a guaranteed €17m (currently US$20.18m) per year, to an improved agreement which would bring in between €42m (US$49.86m) and €45m (US$53.42m) every year. Juventus’ current deal with Jeep lasts till the end this season, with negotiations for a possible extension already underway.
Allianz – 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 the Juventus Stadium.Earlier this year in February, Juventus announced they had renewed and expanded their partnership with Allianz in a deal worth €103.1m (currently US$122.40m) that would run until 2030. Under the improved deal, Allianz not only retains naming rights for the 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.
Cygames – Japanese video game developer Cygames signed a back-of-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 rival Japanese video game company Konami in their sponsorship roster. However, earlier this year in July, 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.
KONAMI – 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; that included 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 Italian 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.
Sky – Broadcasting and telecom giant Sky serves as an official media partner of Juventus.The deal grants Sky exclusive rights to broadcast Juventus-based content. Sky also holds branding rights across the club’s digital and physical assets.
Parimatch – Limassol-headquartered sports betting company Parimatch signed a sponsorship deal with Juventus earlier this year in September.The deal grants Parimatch branding rights across the club’s digital and physical assets.
Socios.com – Juventus signed a multi-year deal with cryptocurrency-based fan engagement platform Socios in September 2018.Via Socios, 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.
M&Ms – American confectionery manufacturer Mars-owned chocolate brand M&Ms serves as an official sponsor to Juventus since September 2017.The deal grants the famous multi-coloured chocolate branding rights across the club’s digital and physical assets.
UBI Banca – Bergamo-headquartered financial institution UBI Banca became Juventus’ official bank in July 2016. The deal sees the financial institution provide Juventus-themed payment cards to its customers, including several other fan engagement opportunities. In return, the bank holds branding rights across the club’s physical and digital assets.
LingLong Tire – Chinese tire manufacturer LingLong Tire serves as the global tyre partner to Juventus since February 2018. The deal grants the company branding rights across the club’s digital and physical assets. Juventus last extended their deal with LingLong in November 2019. It currently runs until 2022.
Balocco – Fossano-headquartered food 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. The deal grants the company branding rights across the club’s digital and physical assets.Juventus last extended their deal with Balocco in a three-year agreement in May 2019.
Ganten – Chinese mineral water brand Ganten serves as an official partner to Juventus since 2017. The deal grants the company branding rights across the club’s digital and physical assets. Ganten also supplies packaged water to Juventus’ hospitality sections and training sessions.Juventus last extended their deal with Ganten in December 2019. It currently runs until 2023.
Frecciarossa – Italian high-speed train Frecciarossa serves as the official train of Juventus. The deal grants Frecciarossa branding rights across the club’s digital and physical assets.
De Cecco – Fara San Martino-headquartered pasta manufacturer De Cecco became a global partner of Juventus in August 2018.The deal grants the company branding rights across the club’s digital and physical assets.
Wuber – Meat-based food products manufacturer Wuber also serves as an official sponsor to Juventus. The deal grants the company branding rights across the club’s digital and physical assets.
Willis Towers Watson – Global insurance firm Willis Towers Watson last renewed its deal with Juventus in July 2016. The deal sees the firm provide exclusive health insurance products to the club and hold branding rights across the Bianconeri’s digital and physical assets.
Nilox – Electric mobility brand Nilox is an official partner of Juventus since 2019.The deal sees Nilox hold branding rights across the club’s digital and physical assets. Nilox also supplies its products to the Juve players and work with the club to create co-branded promotional content.
Randstad – Diemen-headquartered human resources operator Randstad also serves as an official partner to Juventus.The deal grants the firm branding rights across the club’s digital and physical assets.
DAZN – Over-the-top subscription sports streaming platform DAZN also serves as an official partner to Juventus.The deal grants DAZN rights to transmit exclusive Juve-based content. DAZN also benefits from the global ambassadorship of Cristiano Ronaldo, whom it roped in right after the Portuguese moved to Juventus from Real Madrid in 2018.
Hublot – The Swiss luxury watchmaker is an official partner of the club since 2012. The deal grants Hublot branding rights across the club’s digital and physical assets. It has also launched exclusive Juve-themed watches over the years as part of the deal.The two parties last renewed their partnership in a three-and-a-half-year agreement in February 2018.
Lavazza – Lavazza was announced as the club’s official coffee earlier this year in September. The deal, that also involves the women’s team, grants the Italian coffee brand branding rights across the club’s digital and physical assets. Lavazza also holds rights to sell its coffee products inside the Allianz Stadium.
Wings Mobile – Technology start-up Wings Mobile was announced as an official sponsor of Juventus last month. The sponsorship grants the company branding rights across the club’s digital and physical assets.
Coca-Cola – The American beverage giant became an official sponsor of Juventus in a two-year deal in October last year.The deal grants the company branding rights across the club’s digital and physical assets, with its products made available inside the Allianz Stadium.
Bud – Juventus signed a three-year sponsorship deal with Anheuser-Busch InBev-owned lager brand Bud in October last year. The deal grants Bud branding rights across the club’s digital and physical assets.
Ferrari – The Italian luxury sports car brand have had long-time ties with the Old Lady. The partnership grants branding rights across the club’s digital and physical assets, with Ferrari offering the club performance-based benefits.
Ricoh – Japanese multinational imaging and electronics company Ricoh also serves as an official sponsor to Juventus. The sponsorship grants Ricoh branding rights across the club’s digital and physical assets.
Chicco – Italian children’s clothing and toys manufacturer Chicco also serves as an official sponsor to Juventus.The sponsorship grants the company branding rights across the club’s digital and physical assets.
Bose – American audio equipment manufacturer Bose became an official partner of Juve earlier this year in July. As per the deal, Bose has installed and manages the sound system at the Allianz Stadium. It also holds branding rights across the club’s digital and physical assets.
Technogym – Cesena-based technological fitness products manufacturer and supplier Technogym is also an official partner of Juventus. The deal sees Technogym supply its range of latest products to the club. It also holds branding rights across the club’s digital and physical assets.
Lardini – Filottrano-headquatered Italian fashion brand Lardini also serves as an official partner to Juventus.
The partnership sees Lardini provide bespoke formalwear dresses to the club’s players and staff. It also holds branding rights across the club’s digital and physical assets.
Sixtus Italia – Italian pharmaceutical company Sixtus Italia also serves as an official supplier to Juventus.
The deal sees the company supply its products to the club and hold branding rights across the club’s digital and physical assets.
REGIONAL PARTNERS
Raffles Family Office – Juventus announced a three-year deal with Hong Kong-headquartered financial services group Raffles Family Office (RFO) in September earlier this year. The regional deal is aimed at five major Asian markets including Greater China and Singapore. RFO will work with Juventus on several branding and marketing activations, with the club planning to host a pre-season tour in the aforementioned region.
China Merchants Bank – Shenzhen-headquartered China Merchants Bank became a regional partner of Juventus in August 2018. The deal sees the financial institution provide Juventus-themed payment cards to its customers, including several other fan engagement opportunities. In return, the bank holds branding rights across the club’s physical and digital assets.
Dashing – Wipro-owned Malaysian men’s personal care brand Dashing became a regional partner of Juventus in November last year, covering the regions of Malaysia and Brunei.
The deal sees Dashing produce Juventus-themed products and offer other fan engagement opportunities. In return, Dashing holds branding rights across the club’s physical and digital assets.
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