Juventus Deepen Crypto Ties with ‘€5m-per-year’ WhiteBit Sleeve Deal

Juventus Football Club has formally announced a three-year partnership with cryptocurrency exchange WhiteBit, the crypto firm will become the sleeve sponsor for the men’s first team jerseys.

This agreement, valued at €5 million (AUD$8.8 million) per season, marks another significant step in Juventus’s ongoing strategy to integrate with the cryptocurrency market and diversify its commercial revenue streams.

Under the terms of the deal, WhiteBit’s logo will be prominently displayed on the sleeve of the team’s playing kits, a high-visibility asset. In addition to this branding, WhiteBit has been designated as the official cryptocurrency exchange partner for the Serie A club.

Emphasising the strategic alignment of this partership, chief executive of Juventus, Maurizio Scanavino, said: “We are thrilled to welcome WhiteBit to the Juventus family, a partner that shares our commitment to innovation and excellence, both on and off the pitch.”

“We firmly believe this collaboration will present our fans worldwide with numerous new engagement opportunities by employing cutting-edge technology to enhance their connection with Juventus,” 

Founder and chief executive of WhiteBit, Volodymyr Nosov, added: “We are excited to partner with Juventus, an iconic football club. This collaboration represents a major milestone in our mission to make cryptocurrency more accessible to a broader audience.”

“Together, we aim to develop new, technology-driven connections between fans and their favourite team,” Nosov said.

The WhiteBit branding is expected to debut on Juventus jerseys during the FIFA Club World Cup, with the club’s match against Al Ain on June 18.

This new agreement sees WhiteBit taking over from Azimut, an asset management firm that held the sleeve sponsorship for a short-term period. Juventus has demonstrated a consistent proactive stance towards cryptocurrency partnerships.

WhiteBit’s partnership with Juventus represents a continued expansion of its sports sponsorship portfolio. The firm recently established an alliance with Spanish football club Barcelona, positioning itself as a notable investor in sports marketing within the cryptocurrency sector. 

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