Tether announced in a blog post that it has purchased a minority interest in Juventus Football Club. For Tether, the largest company in the digital asset market, this investment represents a major turning point since it puts the company in a unique position to incorporate its futuristic portfolio into the sports sector.
Although blockchain technology has been widely used in professional sports to improve the fan experience, Tether’s purchase of a minority ownership stake in Juventus is expected to bring about a new level of synergy between digital assets and sports. Furthermore, Tether is working with top players like Juan Sartori because of his association with Sunderland AFC, his long time at AS Monaco Football Club, and the European Club Association.
Tether buys minority stake in Italy’s Juventus Football Club
Tether CEO Paolo Ardoino stated, “We will explore avenues for innovative collaborations and the potential to revolutionize the global sports landscape.”
Tether’s objective of integrating digital assets, stablecoins, and human-first technology into daily life is also significantly advanced by this acquisition. This expands on Tether’s earlier efforts with professional sports organizations. This sponsorship and Tether’s minority ownership of Juventus further demonstrate the company’s commitment to encouraging the use of stablecoins and blockchain technology in mainstream industries like sports. Last year, FC Lugano, a professional football team that plays in the Swiss Super League, was officially announced as the sole kit sponsor of Plan ₿, an initiative that was initiated by Tether and the City of Lugano.
Tether’s investment in Juventus follows the stablecoin issuer’s record-breaking year. In 2024, the company’s holdings of low-risk US Treasury bonds hit an all-time high of $113 billion, generating $13 billion in profits.
Tether CEO Paolo Ardoino on X (formerly known as Twitter) posted, “Make Juventus Great Again.”
Make Juventus Great Again https://t.co/iSRQOEs2dq
— Paolo Ardoino (@paoloardoino) February 14, 2025
Juventus Football Club fan token surges by 180%
The announcement highlighted the expanding connections between traditional and cryptocurrency industries by causing a spectacular rally in the club’s fan token. According to CoinGecko data, the Juventus fan token (JUV) experienced a 180% increase in just a few minutes before a slight decline.
Juventus’ shares rise after Tether acquires a stake
Following the announcement by Tether that it had acquired a minority stake in Juventus without revealing the extent of its ownership, shares of the team surged on Friday. Juventus’ stock increased by as much as 4.7% on high volume before reversing course and closing up 1.57% at 2.531 euros.
At $2.05 billion, Juventus is the eleventh most valuable football team in the world, according to Forbes. The franchise made $459 million a year as of May 2024. The club, which is referred to as the Bianconeri due to its black and white jersey, is presently in fifth place in Italy’s Serie A rankings and is playing PSV Eindhoven in the Champions League knockout stage.
The Agnelli family has long controlled Juventus, and their investment company, Exor, owns a dominant 64% stake in the football club. Notably, Tether did not purchase any shares from Exor. In order to stabilize its balance sheet after facing severe financial difficulties in recent years, the football giant raised almost €900 million from shareholders through three cash calls. The club’s most recent fiscal year, which ended on June 30, ended with a €200 million loss.
Crypto companies are scooping up big sports sponsorships
In an effort to increase the general public’s awareness of digital assets, blockchain, and cryptocurrency, companies have invested billions of dollars in sports collaborations. CoinGecko reports that 26 cryptocurrency sports partnerships were formed in 2024, and there were 92 cryptocurrency sponsorships in sports between 2021 and 2024.
One of the largest sponsors of sports has been cryptocurrency exchanges. The first-ever golf tournament prize paid in digital assets was sponsored by Crypto.com in November. This occurred months after the exchange, and the UEFA Champions League inked an exclusive partnership. Furthermore, Red Bull’s Formula 1 team and Gate.io announced earlier this week that they would be collaborating to introduce blockchain technology to motorsports.
According to Nielsen, blockchain companies will invest US$5 billion in sponsorship by 2026, making them the newest players in the sponsorship market.
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