Jeep Makes $46M Soccer Sponsorship Deal

The club will now be making more than $100 million per season from its jersey sponsorships.

Soccer
Andrea Di Marco/ANSA via AP

TURIN, Italy (AP) β€” Juventus will now be making more than $100 million per season from its jersey sponsorships.  The Italian soccer club announced a $28 million increase in annual sponsorship from Jeep automobiles, which, like Juventus, is controlled by Exor, the Agnelli family holding company.

The new deal brings the Jeep sponsorship to $46 million. That comes after brand sponsor Adidas in December modified its eight-year deal through 2026-27 for a total of $452 million plus bonuses β€” for a base rate of $56 million per season.

Also at a shareholders meeting Thursday, Juventus president Andrea Agnelli announced plans to build a new stadium for the club's women's team β€” which is the two-time defending Series A champion β€” to share with the Under-23 squad.

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