For the first time since 1981, Juventus will start a season without a main sponsor on their iconic black and white jersey. This marks the end of a long-standing tradition for the Turin giants, who have featured various brands on their shirts over the past four decades.
La Gazzetta dello Sport report how the club’s most recent partnership with Jeep, which began in 2012 and ended in 2024, was particularly lucrative, reaching €45 million per year at its peak. This high valuation was achieved during a period of domestic dominance and Champions League consistency, bolstered by the presence of global superstar Cristiano Ronaldo.
However, Juventus now finds itself in a challenging position. The club has struggled to secure a new main sponsor that meets their financial expectations, largely due to recent off-field issues including financial investigations, board resignations, and exclusion from European competitions. These factors have made the club less attractive to potential partners.
Despite contacting over 400 potential investors in the past four months, Juventus has yet to find a suitable replacement for Jeep. The club is reportedly aiming for a deal worth at least €30 million annually, with a three-year horizon in line with their current business plan.
The absence of a main sponsor is expected to impact Juventus financially, though the exact figures remain unclear. The club is considering various options, including potentially accepting a lower-value, short-term deal to bridge the gap until a more lucrative partnership can be secured.
This situation reflects broader challenges facing Italian football in attracting global sponsors. While top clubs like Real Madrid, Manchester United, and Paris Saint-Germain command sponsorship deals worth around €70 million annually, Italian teams are struggling to reach similar valuations.
As Juventus prepares to unveil their “clean” jersey for the 2024-25 season, the club remains hopeful of securing a new main sponsor before the season begins. However, they may need to adjust their expectations in a changing football landscape where global appeal and on-field success play crucial roles in attracting major corporate partnerships.
