Carmaker Jeep is set to pay almost $28M annually “to get its brand back on the black-and-white shirts” of Italian Serie A club Juventus, according to sources. The deal “would resume a multi-year partnership” after Juventus “failed to find a main sponsorship deal” when its previous contract with Jeep ended last June. Jeep had been the main front-of-jersey sponsor of Juventus since 2012. The value of the deal “had gradually increased over years” to reach $51M annually. Juventus is in “advanced talks” with Jeep for a “new cheaper shirt deal, which is expected to be finalised in time for the FIFA Club World Cup” in June. The Detroit Tourism Bureau’s “Visit Detroit” logo “is also expected to appear on Juventus jerseys,” giving the club “a potential additional revenue boost.” However, “only the Jeep brand would appear on the front of shirts in European competitions,” in line with UEFA’s rules limiting front jersey sponsors (REUTERS, 4/17).
Report: Jeep returning to front of Juventus jersey
