
Juventus FC has unveiled a landmark dual front-of-shirt sponsorship deal for the 2025/2026 season, with both jeep and Visit Detroit set to appear a co-branded collaborators across the club’s men’s, women’s, and Next Gen sides. The announcement marks a first for Serie A and European football, as a destination marketing organisation (DMO) joins a top-tier club’s shirt sponsorship.
The agreement builds on Jeep’s long-standing connection with Juventus, dating back to 2012, while welcoming Visit Detroit — the world’s first convention and visitors bureau — in a bold move to merge global tourism promotion with elite football.
Shared Shirt Real Estate, Expanded Global Reach
Under the agreement:
- Jeep and Visit Detroit will co-feature on the front of Juventus’ domestic kits
- Jeep retains sole front-of-shirt rights for international fixtures
The co-branding strategy reflects a broader shift in club commercial models, as Juventus looks to diversify revenue streams, grow its global footprint, and strengthen ties to the North American market.
Breaking New Ground in Tourism & Sport
While tourism boards have collaborated with clubs before, this is the first time a CVB has secured front-of-shirt branding at this level — signalling the rise of cross-industry partnerships blending travel, sport, and city branding.
The deal also aligns with Juventus’ push to build deeper connections in the U.S., where Serie A’s popularity continues to climb.
A Shared Focus on Innovation and Reach
All three parties — Juventus, Jeep, and Visit Detroit — say the collaboration is grounded in shared values: innovation, community, and global ambition. Jeep brings legacy and loyalty, while Visit Detroit represents a fresh, lifestyle-led approach to brand engagement.
Both brands will benefit from:
- Widespread global exposure across multiple teams
- Integrated marketing and activation opportunities
- Hospitality and fan engagement initiatives in Italy and abroad
A Sign of Things to Come
Juventus’ new sponsorship model reflects broader commercial trends in football: dual-brand kits, destination marketing, and increased U.S. market integration. The agreement could set the stage for similar deals, especially among clubs seeking to balance heritage brands with emerging categories like tourism and experiential branding.















