Juventus, the top Italian soccer club, have unveiled a commercial tie-up with cryptocurrency exchange platform Zondacrypto.

That site, which has been licensed in Italy since 2022, is now the official crypto exchange of the Serie A side, as well as the new sleeve sponsor of the men's first-team side.

Another cryptocurrency firm, Bitget, had acted as Juventus' sleeve partner through the 2021-22 and 2022-23 seasons.

Francesco Calvo, Juventus’ managing director, has now said: “Zondacrypto stands out as a leading company in the cryptocurrency sector. For Juventus, it is crucial to collaborate with a forward-thinking, innovative, and professional entity. We look forward to a dynamic and successful partnership in the world of cryptocurrencies."

This tie-up between a major European soccer club and a crypto firm follows German heavyweights Bayern Munich agreeing to a multi-year partnership with Austrian crypto company BitPanda in mid-January.

Juventus, meanwhile, were reported last month to be in search of a new shirt sponsor with their deal with long-term partner Jeep, the US vehicle manufacturer, set to expire at the end of this season.

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By GlobalData

According to the Turin-based newspaper Tuttosport, the partnership with Jeep, which began in 2012, will not be renewed once it expires.

The current figure paid by Jeep is said to be around $50 million per season, an increase from the $18.5 million paid in 2019.