Italian soccer giants Juventus have unveiled European cryptocurrency firm WhiteBIT as their new sleeve sponsor as part of a three-year global partnership.
Through the agreement, WhiteBIT’s logo will feature on the left sleeve of the Serie A club’s kits in all competitions, starting with their opening match in the FIFA Club World Cup competition against Al Ain on Wednesday (June 18).
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The deal will run through the 2025-26, 2026-27, and 2027-28 seasons and is understood to be worth around €5 million ($5.8 million) annually.
The firm also becomes Juventus’ official cryptocurrency exchange partner.
WhiteBIT replaces asset and wealth management firm Azimut as the Turin-based team’s sleeve sponsor.
Azimut agreed a short-term deal with Juventus last October and was present on the sleeve of all matchday kits for the majority of the 2024-25 campaign, appearing in the domestic top-flight Serie A, Coppa Italia knockout competition, and the elite UEFA Champions League.
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By GlobalDataJuventus had initially begun the season without a sleeve partner after their deal with cryptocurrency exchange platform Zondacrypto expired at the end of the 2023-24 campaign.
Another cryptocurrency firm, Bitget, had acted as Juventus' sleeve partner through the 2021-22 and 2022-23 seasons as the club continues its affiliation with the market.
WhiteBIT will further activate the sponsorship by collaborating with the Serie A outfit on exclusive digital content, innovative activations, and joint fan engagement initiatives.
The cryptocurrency firm also has a partnership with Spanish heavyweights Barcelona, agreed in 2022.
Juventus, meanwhile, further enhanced their links to crypto earlier this year after digital asset issuer Tether, which produces a type of stablecoin cryptocurrency, bought a minority stake in the club.
The deal saw a digital asset brand invest in a major European soccer club for the first time.
Last month, it was announced that US vehicle manufacturer Jeep will return as Juventus’ front-of-shirt sponsor after agreeing a three-year deal to reunite with the team. The car brand will pay €69 million to the Serie A side.
In addition to Jeep, Juventus agreed a shirt sponsorship deal with the Visit Detroit tourism bureau to fill the second slot reserved for partners.
Visit Detroit branding features underneath the Jeep logo on the front of the team’s shirts.
Meanwhile, English Premier League club Everton have today named hospitality firm Seat Unique as a founding partner of their new stadium.
The company will become Everton’s premium ticketing partner, providing match-by-match and event sales for the bars, restaurants, and experiences at the club’s new 52,888-capacity home at Bramley-Moore Dock on Liverpool’s waterfront.
As part of The Seat Unique Experience package, and what is claimed to be a first in UK soccer, fans will be able to buy match-by-match access to cinematic ‘loge’ seating enclosures with four reclining cinema-style seats and private TV monitors for highlights and replays.
This exclusive package also includes a behind-the-scenes stadium tour and a player meet-and-greet.
Everton recently agreed a deal with commercial law firm Hill-Dickinson to become the inaugural naming rights partner for the stadium, which the Liverpool-based club will move into at the start of the 2025-26 season.
The ground will be called Hill Dickinson Stadium as part of an agreement reportedly worth up to £10 million per year ($13.6 million).
Everton claims Hill Dickinson Stadium is expected to attract more than 1.4 million visitors annually.
Seat Unique has existing relationships with some of the nation’s major venues, including Wembley Stadium and the Tottenham Hotspur Stadium.
With the new venue costing in the region of £800 million, Everton are hoping to recoup funds by generating significant matchday revenue.
Angus Kinnear, Everton chief executive, said: “Hill Dickinson Stadium will redefine expectations of what a premium experience in sport and entertainment can be.
“Huge demand has already led to seasonal premium memberships selling out across our bars and restaurants as we count down to the kick-off of the 2025-26 Premier League season, and we already have a strong pipeline of match-by-match interest.
“Seat Unique’s platform will support and scale that demand, delivering access to unforgettable experiences for our most passionate fans, as well as helping attract new fans from across the country and around the world.”
