Juventus has unveiled a new dual sponsorship agreement that brings Jeep back to the front of the club’s shirt while introducing Visit Detroit as a new secondary sponsor. The updated kit will make its debut during the final match of the season against Udinese and will be worn throughout the Club World Cup and the next three campaigns.
Jeep, a historic partner of the Bianconeri and a Stellantis brand, has signed a three-year deal worth a total of €69 million. The structure includes €4 million payable immediately, €19 million for the 2024/25 season, and €23 million for each of the following two seasons.
Visit Detroit, the official tourism organization of the American city, will feature as the secondary front-of-shirt sponsor. While the base value of this deal is lower, it includes performance-based bonuses tied to visibility and sporting results, potentially increasing its financial scope.
Atalanta seal Champions League spot as Roma’s unbeaten streak ends at 19
12 May - 23:57 •
1' min
“We’re proud to announce this important partnership featuring two globally-minded brands,” said Juventus CEO Maurizio Scanavino. “Jeep is a long-standing partner with over ten years of shared history, while Visit Detroit joins with enthusiasm and energy. Both companies share values like excellence, innovation, and a passion for sport. These deals represent a key growth opportunity for the club.”
