Jeep, the US vehicle manufacturer, will return as Juventus’ front-of-shirt sponsor after agreeing a three-year deal to reunite with the Italian soccer giants.
The car brand will pay €69 million ($77.7 million) to the Serie A side, with the agreement covering the 2025-26, 2026-27, and 2027-28 seasons.
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Of the total amount, Juventus will get €4 million for the remainder of the current season, €19 million for the next campaign, and €23 million for each of the following seasons.
In addition to Jeep, Juventus has agreed a shirt sponsorship deal with the Visit Detroit tourism bureau to fill the second slot reserved for sponsors.
That deal is reportedly valued at between €5 million and €7 million per year. The combined agreement with Jeep is expected to net the club between €24 million and €26 million in the 2025-26 season. From the 2026-27 campaign, this will rise to between €28 million and €30 million annually.
Visit Detroit will also serve as Juventus’ principal destination partner, becoming the first convention and visitors bureau to receive front-of-shirt branding for a Serie A club.
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By GlobalDataThe combined logos will appear on the men's, women's, and youth team jerseys in domestic competitions, while Jeep will be Juventus’ primary front-of-shirt sponsor for matches played in European tournaments.
Jeep was previously the primary front-of-shirt partner for the 36-time Italian league champions from 2012 to 2024.
The Turin-based outfit has played the 2024-25 season without a shirt sponsor after failing to secure a principal partner following Jeep’s exit.
The club has featured the 'Save the Children' charity on its shirts throughout the season.
In its last deal with Juventus, Jeep paid around $50 million per season, significantly higher than the new terms.
The club’s failure to land a shirt sponsor this season was largely due to its asking price, as executives were seeking a deal closer to $55 million annually.
Juventus, who dominated Italian soccer for nearly a decade until 2020, winning nine titles in a row during that period, have been struggling to compete for honours on the pitch in recent years after an accounting scandal, whose consequences included a ban from European competitions in the 2023-2024 season.
Domestically, the club was fined €718,000 and docked 10 points in Serie A.
This led to the exit of former chair Andrea Agnelli. Notably, Jeep is part of the Exor group that is owned by the Agnelli family.
The most lucrative shirt sponsorship in Serie A is Inter Milan’s €30 million deal with Sweden-based online betting and gaming firm Betsson. AC Milan’s partnership with Emirates Airline is a close second at €29.2 million.
These values are over double any other shirt partnership in the league this season, with SSC Napoli’s deal with MSC Cruises the third highest valued deal at $12.5 million.
Read: The Business of Serie A 2024-25
