According to Italian media FOOT ITALIA, due to the expiration of their partnership with former sponsor JEEP, Juventus has yet to secure a main sponsor for the new season. The “Bianconeri” may face the embarrassment of an empty shirt front for the 2024/25 season.
It is known that Juventus’ contract with JEEP, which spanned 12 seasons, expired this summer. During Juventus’ peak period, the annual sponsorship fee was as high as €45 million. This high valuation benefited from Juventus’ dominance in Serie A and their standout performances in the Champions League, as well as the star power of Cristiano Ronaldo.
Today, Juventus suddenly finds itself facing the awkward reality of lacking a main sponsor for the first time since 1981. A series of off-field factors have contributed to this situation, including financial scrutiny, disintegration of the board, and exclusion from the Champions League, all of which have diminished potential sponsors’ interest in Juventus.
In the past four months, Juventus has approached over 400 potential partners. Reports indicate that Juventus hopes to secure a sponsorship deal worth €30 million per year. However, no one has shown interest. As a result, they are considering various options, such as accepting short-term but lower-priced sponsorships while waiting for larger deals down the line.
Juventus’ sponsorship predicament is emblematic of Serie A teams. In contrast, some top clubs like Real Madrid, Manchester United, and Paris Saint-Germain can command sponsorship fees of up to €70 million per season.
