A week ago, we heard reports that Juventus could welcome back an old friend — and part of the greater Exor family — back as the club’s primary kit sponsor all of a year after the two brands ended more than a decade together.
Now, we’re not only getting confirmations that it’s in the process of happening, but also what that annual figure will likely end up being.
According to a report from international news agency Reuters on Thursday, Juventus and Jeep are close to an agreement that will see the company return to the front of the Bianconeri’s jerseys this summer as the primary kit sponsor. Reuters states that the deal will be worth €25 million per season, with the length of the deal between Juventus and Jeep still unknown. The report adds that Juventus will, as was reported last week, will also have a secondary shirt sponsor in the form of Visit Detroit, the organization that serves as the tourism “concierge” for the largest city in the state of Michigan and the surrounding area.
The hope, as has been previously reported, is that the deal can be closed and Jeep will return to the front of Juventus’ jerseys ahead of the Club World Cup in the United States this summer. Juve open the CWC group stage on June 18 against Al Ain FC.
Juventus, via TuttoJuve, have issued a statement confirming the negotiations with a new shirt sponsor, although did not specifically say that said sponsor will be with Jeep once again:
“With reference to the rumours reported by some Italian and international newspapers in relation to negotiations for the negotiation of sponsorship agreements for the match shirt (so-called front jersey sponsor), Juventus Football Club SpA (the “Company”) confirms that some negotiations have been started with partners of primary standing for amounts substantially in the range of those envisaged in the Strategic Plan for the 2025/2026 and 2026/2027 financial years, which are believed to be able to create long-term value for the Company, the Shareholders and the partners.
Juventus will be able to switch between the Jeep and Visit Detroit sponsorships in Serie A, something that is allowed in Italy and utilized by a small group of clubs this season. However, it will be different if Juventus are part of the UEFA Champions League field next season, where they will only be able to use Jeep as their main kit sponsor during European fixtures.
Juventus and Jeep ended their decade-plus partnership at the conclusion of the 2023-24 season. Since then and as they’ve searched for a more lucrative deal that was part of the reason why they ended things with Jeep in the first place, they’ve sported the logo of the Save the Children organization during the 2024-25 campaign.
