Following the exit of Andrea Agnelli and a season away from European competition, Juventus are searching a new front of shirt sponsor to replace long-term partner Jeep.
The black and white stripes have been sported for more than a decade through Jeep, a company that is naturally part of the EXOR Group, owned by the Agnelli family and led by CEO John Elkann.
The current deal will expire at the end of this season.
“A partnership between two icons who share the values of authenticity, passion, adventure and freedom,” reads the new advertising slogan. “They [Juventus and Jeep] come together in all fields and face all the demanding situations that come their way. his way in all the major Italian and foreign leagues. “
Still, difficult times in recent years have increased the need for new investment in the club, with Turin newspaper Tuttosport reporting that the partnership with Jeep will be renewed once it expires at the end of the current campaign.
The current figure paid by Jeep is said to be around $50 million per season, up from just $18.5m in 2019.
Club executives are said to be looking for a higher figure which is closer to the $55 million mark and are currently exploring options in Saudi Arabia in order to meet that aim.
Reportedly, meetings have already taken place with Saudi companies, but nothing concrete has been agreed so far. The report also suggests that U. S. telecoms brands have also been chosen through Juventus as potential sponsors of the new jersey, but nothing concrete has been finalized yet.
Jeep has been synonymous with Andrea Agnelli’s reign as it was presented as title sponsor of an ambitious new era for the club that began in 2012, coinciding with the inauguration of Juventus’ new stadium on the site of the former Stadio. Delle Alpi. .
Juve won all consecutive Serie A titles that year, adding 3 under Antonio Conte, five under Max Allegri and one under Maurizio Sarri.
ROME, ITALY – NOVEMBER 22: Juventus FC’s Paul Pogba celebrates after scoring the first goal. . . [ ] the Serie A match between SS Lazio and Juventus FC at the Stadio Olimpico on 22 November 2014 in Rome, Italy. (Photo via Paolo Bruno/Getty Images)
It was after this moment that the likely never-ending wave of good luck peaked, when new boss Andrea Pirlo failed to win a tenth consecutive Scudetto for the Bianconeri and the currency crisis began to set in.
TURIN, ITALY – SEPTEMBER 16: Juventus FC’s Cristiano Ronaldo celebrates after scoring the opening goal. . . [ ] the Serie A match between Juventus and US Sassuolo at the Allianz Stadium on September 16, 2018 in Turin, Italy. (Photo via Emilio Andreoli/Getty Images)
A new shirt sponsor at this point would not only bring fresh investment into the club from outside of the EXOR group, but would also make a very visual break from a sponsor that has been inextricably linked to the ostracized former regime.