After a year of having no official front-of-shirt sponsor, Juventus are going back to an old friend. At the same time, they are also welcoming in a new one, with the front of Juve’s jersey set to be a little more crowded for the next few years.
Juventus announced Tuesday that they have agreed to a dual front-of-shirt sponsorship deal with Jeep — who served in the same role for over a decade up until last spring — and Visit Detroit, the convention and visitors bureau for the Motor City and surrounding area. The deal with Jeep and Visit Detroit will run through 2028 and has a total value of €69 million, according to a press release from Juventus. The deal includes Juve wearing both logos on the front of the jersey for domestic competition (Serie A and Coppa Italia), with only Jeep set to be worn in European competition (and other international tournaments like the Club World Cup) as a result of UEFA rules permitting just one main sponsor on the front of a club’s jersey.
The announcement of the deal with Jeep and Visit Detroit comes a day before Juventus will unveil their home kit for the 2025-26 season, one they will debut this Sunday when they play Udinese at the Allianz Stadium. Juventus Women are also a potential candidate to wear the new kit this weekend, as they face Roma in the Coppa Italia Femminile final in Como on Saturday.
Here is the press release in full, courtesy of Juventus’ press office:
Turin, 13 May 2025 – Juventus Football Club S.p.A. (the “Company” or “Juventus”) announces that it has entered into front jersey sponsorship agreements with Stellantis Europe S.p.A. (“Stellantis Europe”) and The Detroit Metro Convention and Visitors Bureau (“Visit Detroit”) until 30 June 2028.
The agreement with Stellantis Europe entails the use of the Jeep brand as main sponsor of the match-day jersey of the First Team, JWomen, and NextGen, for all the domestic, UEFA, and FIFA sporting competitions, starting from the current sporting season (including the next FIFA Club World Cup) and for the 2025/2026, 2026/2027, and 2027/2028 sporting seasons.
The agreement entails a fixed total fee of €69 million (of which €4 million for the residual period of the 2024/2025 sporting season, €19 million for the 2025/2026 sporting season, and €23 million for each of the following sporting season), as well as moderate variable components (malus) in case of non-participation in the UEFA sporting competitions. The agreement between the Company and Stellantis Europe stems from the satisfaction of a successful partnership with the Jeep brand that has accompanied Juventus over many sporting seasons in accomplishing extraordinary sporting achievements.
In addition to the above, please note that the Company has entered into an agreement with Visit Detroit to fill the second slot reserved for sponsors on the front of the match-day jersey of the First Team, JWomen, and NextGen, for all domestic sporting competitions (excluding UEFA and FIFA competitions), with the same duration as the Jeep agreement. The agreement with Visit Detroit entails a fixed total fee significantly lower than that of the Jeep sponsorship agreement (consistent with the reduced sponsorship rights granted) and variable components (bonus), potentially significant, based on the achievement of certain objectives.
The amounts provided in the agreements concluded with the two partners mentioned above - which are expected to create long-term value for the Company, the Shareholders and the partners themselves - are substantially within the range of those foreseen by the Strategic Plan for the 2025/2026 and 2026/2027 financial years with reference to the front jersey sponsorship.
The total of €69 million for the deal is less than the last reports we heard in mid-April when Reuters said Juventus’ agreement with Jeep and Visit Detroit would be worth €25 million a season. We first heard that Jeep could be making a comeback to the front of Juventus’ jerseys at the beginning of April, with the Visit Detroit component also coming to light at the same time.
Jeep was previously Juventus front-of-shirt sponsor from 2012 until the end of the 2023-24 season. Juve have had an agreement with global nonprofit organization Save the Children since the beginning of the current campaign as the club — namely soon-to-be departing director Francesco Calvo, who is expected to become Aston Villa’s new CEO — looked for a full-time sponsorship deal.