Juventus has officially announced new shirt sponsorship deals with Jeep and Visit Detroit, running until 2028. The agreement with Jeep, valued at €69 million, covers all domestic, UEFA, and FIFA competitions for the club`s first team, women`s team, and youth squad.
The deal with Jeep includes a fixed fee structure: €4 million for the remainder of the 2024/2025 season, €19 million for 2025/2026, and €23 million for each subsequent season. Minor variable components are included in case Juventus fails to qualify for UEFA competitions.
Visit Detroit will occupy the secondary sponsorship position on the team`s jerseys, but only for domestic competitions. This arrangement excludes UEFA and FIFA events. The financial terms for the Visit Detroit deal are significantly lower than the Jeep agreement, reflecting the more limited sponsorship rights granted.
Juventus expressed satisfaction with the continuation of their successful partnership with Jeep, which has been associated with numerous sporting achievements. The club believes these new agreements will create long-term value for the company, shareholders, and partners.
It`s worth noting that Save the Children, Juventus` charity partner, appeared on the men`s first team jerseys during the current campaign. The previous decade-long agreement with Jeep concluded at the end of the 2023-24 season.
Reports suggest that Francesco Calvo, Juventus` director, played a key role in negotiating these deals over several months. Interestingly, Italian media have reported that Calvo has since resigned from his position at Juventus to become the new CEO of Aston Villa.