Jeep reunites with Juventus in €69m shirt sponsorship deal

U.S. automotive giant Jeep is set to return as Juventus’ front-of-shirt sponsor, signing a lucrative three-year deal worth €69 million.

Jeep will pay €4 million for the remainder of the 2024/25 season, €19 million for the 2025/26 season, and €23 million for each of the following two years.

Jeep, owned by Stellantis, is under the umbrella of Exor, the holding company controlled by the Agnelli family, which also owns Juventus.

Read Also: Juventus rejoin European Club Association after European Super League fallout

The deal marks a homecoming. Jeep was the club’s front-of-shirt sponsor from 2012 until 2024, before being briefly replaced this season by Save the Children branding.

In addition to Jeep’s return, Juventus has struck a second sponsorship deal with Visit Detroit, the tourism bureau for the US city. The agreement is valued at €5 million to €7 million per year, positioning Visit Detroit as:

The club’s principal destination partner and the first convention and visitors bureau to receive front-of-shirt branding for a Serie A club.

Serie A regulations allow two shirt sponsors, and Juventus now joins clubs like Hellas Verona and Cagliari in leveraging this commercial opportunity.

For the 2025/26 season, the combined deals with Jeep and Visit Detroit are expected to net the Turin club €24 million to €26 million. From 2026/27 onwards, that figure is projected to rise to €28 million to €30 million annually.

Speaking on the new partnerships, Juventus CEO Maurizio Scanavino said, “We are proud to announce this prestigious sponsorship, featuring two partners with an international vision: Jeep, a historic partner with whom we have collaborated for over 10 years, and Visit Detroit, which joins us with great enthusiasm.”

“Both companies share similar values, including excellence, innovation, and a passion for sport. This partnership represents an opportunity for mutual growth, strengthening the club’s positioning to achieve new goals.”

The new branding will appear on Juventus shirts starting on 18th May when the club hosts Udinese and will also be featured during the FIFA Club World Cup.

The Jeep-Juventus reunion places the club among the league’s top earners from shirt sponsorships, although it still trails behind:

Inter Milan, whose €30 million-per-season deal with Betsson leads Serie A, and AC Milan, whose long-standing partnership with Emirates is worth €29.2 million annually.

Napoli’s deal with MSC Cruises is a distant third at $12.5 million per year, highlighting the growing commercial gulf between Serie A’s elite clubs.

Anthony Nlebem

Head of Sports at BusinessDay Media, a seasoned Digital Content Producer, and FIFA/CAF Accredited Journalist with over a decade of sports reporting.Has a deep understanding of the Nigerian and global sports landscape and skills in delivering comprehensive and insightful sports content.