Juventus Announces Jeep & Visit Detroit Duo Main Sponsor Deal
- Sponsorship Deal: Juventus has announced a sponsorship deal with Jeep and Visit Detroit, where both logos will appear on the shirts for domestic competitions, while Jeep will be the sole sponsor for international competitions.
- Partner Details: Jeep, a long-time partner of Juventus, renews its presence, while Visit Detroit debuts as the Club's Principal Destination Partner, marking the first time a CVB appears as a main shirt sponsor for a Serie A team.
- Financial Terms: The agreement with Stellantis Europe (Jeep) involves a total fixed fee of €69 million until June 30, 2028, while the deal with Visit Detroit has a lower fixed fee but includes potentially significant variable bonuses.
Update: The Juventus 25-26 home kit has been released today. Juventus offers to add the sponsor duo to the shirt free of charge. The kit was produced sponsorless and is only available with a sponsor via the club itself.
Juventus Jeep x Visit Detroit Sponsor Deal - Dual Sponsorship for Domestic Competitions, Jeep for International
The landmark Jeep x Visit Detroit deal means that for national competitions (Serie A, Coppa Italia), the Juventus shirts worn by the Men's First Team, JWomen, and Next Gen teams will feature the logos of both Jeep and Visit Detroit. However, for international competitions (UEFA Champions League, FIFA Club World Cup, etc.), Jeep will return as the sole front-of-shirt sponsor, reprising its long-standing role with the Bianconeri.
Jeep Returns, Visit Detroit Debuts
Jeep, a historic partner of Juventus from 2012 to 2024, renews its prominent presence on the club's kits. Meanwhile, Visit Detroit, the Convention and Visitors Bureau for Detroit, makes its debut as the Club's Principal Destination Partner, becoming the first CVB to appear as a main shirt sponsor for a Serie A team.
Maurizio Scanavino, Chief Executive Officer of Juventus, commented: "We are proud to announce this prestigious sponsorship, which features two partners with an international vision... The partnership represents an opportunity for mutual growth, strengthening the club's positioning to reach new goals."
Financial Details
The agreement with Stellantis Europe (Jeep's parent company) involves a total fixed fee of €69 million until June 30, 2028. This includes €4 million for the remainder of the 2024/2025 season, €19 million for the 2025/2026 season, and €23 million for each of the subsequent two seasons, plus potential maluses related to UEFA competition participation.
The deal with Visit Detroit for the second sponsor space in domestic competitions has a significantly lower fixed fee compared to the Jeep contract, consistent with the lesser sponsorship rights, but includes potentially significant variable bonuses based on achieving certain objectives.
This dual-sponsorship model for domestic games, reverting to a single main sponsor for international fixtures, is a notable development in football shirt sponsorship for top clubs.
What do you think of Juventus' new dual front-of-shirt sponsorship strategy? Let us know in the comments.
