Juventus has confirmed a renewed partnership with Jeep in a new shirt sponsorship agreement worth €69 million (US$77.3 million), which will run through the 2027/28 season.
The car manufacturer, owned by Stellantis, returns as the front-of-shirt sponsor for the Serie A giants after a brief hiatus. Stellantis is under the ownership of Exor, the holding company controlled by the Agnelli family, which also owns Juventus. Jeep had previously held the front-of-shirt position from 2012 to 2024, before the club switched to branding from the Save the Children foundation for the current season.
Under the terms of the new deal, Jeep will pay Juventus €4 million (US$4.5 million) for the remainder of the 2024/25 campaign. The agreement then increases to €19 million (US$21.4 million) for the 2025/26 season, and rises to €23 million (US$25.9 million) for each of the remaining years of the contract.
Serie A regulations permit clubs to feature two sponsors on the front of their jerseys. Juventus joins teams like Hellas Verona and Cagliari in leveraging this commercial opportunity.
“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,” said Maurizio Scanavino, Juventus chief executive.
“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. We thank Jeep and Visit Detroit for their trust and are ready to embark on this new adventure.”
The partnership takes effect immediately, beginning with the ongoing campaign. Jeep will also appear on Juventus’ shirts during the upcoming FIFA Club World Cup. The club’s next fixture is against Udinese on 18th May.
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