Juventus Prolong Rich Sponsorship on Front of Jersey

Juventus player Cristiano Ronaldo during a training session at JTC on December 30, 2020 in Turin, Italy.

Juventus announced late on Tuesday to have agreed to extend the Jeep sponsorship on the first team’s kit for the next three seasons, therefore through 2024. The new deal is worth €45M per year plus bonuses related to the results, a €3M annual bump compared to the current contract.

Jeep is part of FCA which, like Juventus, is under the umbrella of Exor, the holding of the Agnelli family. Their logo has been on the jersey since 2013 and the last revision of the partnership dates back to 2019, as the arrival of Cristiano Ronaldo produced a €28M increase, La Stampa informed.

The specialized site Calcio e Finanza indicated that the value of the kit will now move above €100M per year as the technical sponsorship by Adidas yields €51M and Cygames pay €5/10M to have their name on the back below the numbers. They are the first Italian team to break such threshold. The agreement with Adidas will expire in 2027, the one with the videogame company in June of 2022.

The site adds that, despite the fact that the two entities are part of the same conglomerate, the contract is compliant with the Financial Fair Plays regulations: Jeep is considered a ‘related party’ and its contribution has to stay below 30% of the total revenues, otherwise UEFA will intervene: in this case it is around 8% compared to most recent balance sheets. Sponsorships are also subjects to an evaluation of their value by a third party.

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