January 4 – Jeep has renewed its shirt sponsorship with Italian giants Juventus in a €45 million-per-season, three-year deal running through to the end of the 2023-24 campaign.
The deal could be worth more than the annual base of €45 million, depending on various performance-related criteria.
“The agreement provides for a base fee of €45 million for each sporting season and variable components based on sporting results,” the club said in a statement.
Jeep has been a Juventus sponsor since 2012 and last renewed its shirt deal with the club for a two year period starting with the 2019-20 season. That deal was for an annual €42 million with a bonus component potentially increasing it to €46 million.
The new deal shows a slight increase but is still below the annual €51 million paid by Adidas as kit sponsor, that runs through to the end of the 2027-27 season.
The club’s website statement said: “This agreement stems from the mutual satisfaction of a successful partnership that has been accompanying Juventus and Jeep since 2012/2013 sporting season.”
Jeep is owned by Fiat Chrysler which, like Juventus, is controlled by Exor, the Agnelli family holding company.
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