DETROIT – Visit Detroit and Jeep are the new front-of-shirt sponsors for Juventus, a professional football club based in Turin, Italy, as part of a multi-year agreement.
Jeep, which is owned by Stellantis, the automaker that was formed by the Fiat Chrysler and PSA Group merger in 2021, is a returning sponsor, while Visit Detroit is a new one. Jeep served as Juventus’ primary front-of-shirt sponsor from 2012 to 2024.
Visit Detroit, which is a marketing organization for the city of Detroit and Wayne, Oakland, and Macomb counties, is the first active convention and visitors bureau to secure front-of-shirt branding for a Serie A club, according to a release.
Under the agreement, which has a total value of €69 million, Jeep and Visit Detroit will be Juventus’ sponsors until 2028. For specific details about the deal, visit here.
“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,” Juventus Chief Executive Officer Maurizio Scanavino said in a release. “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.”
Both logos will appear on Juventus’ first team men’s, women’s and Next Gen jerseys in national competitions, while Jeep will be the team’s primary sponsor for matches in international tournaments.
Visit Detroit said that Juventus boasts more than 560 million fans worldwide, including 100 million in Europe, which is a key market to boost travel and tourism to the Detroit area.
“We couldn’t be more excited to associate Visit Detroit’s brand with Juventus, one of the most popular soccer clubs in the world with an incredibly passionate following,” said Claude Molinari, President and CEO of Visit Detroit. “Detroit’s trajectory is at an all-time high following a record-setting NFL Draft in 2024, along with being a world-class culinary, music, art, architectural and sports destination. There’s never been a better time to visit our region, and this is an incredible platform to elevate our presence across Europe and beyond.”
You’ll also see the Visit Detroit branding on the media backdrop for Serie A and Coppa Italia matches, along with LED visibility during select matches at Allianz Stadium, where Juventus plays home games in Turin.
