As reported by Calcio & Finanza, Juventus is looking for a new sponsor for the shirt, since the current agreement with Jeeps is about to expire on June 30th. The company is exploring various options, including outside the Exor group, to find a new partner who can guarantee a contract similar to the 40 million euros per season of the previous agreement. According to what is reported in the prospectus of the capital increase, the value of the contract decreased in the 2023/24 season, also due to Juventus’ absence from European competitions, compared to the 45 million euros per year agreement signed at the end of 2020 , shortly before the merger between FCA and Peugeot.
However, the Juventus management shows no rush in finding a new sponsor for the shirt. They prefer to present the new kit without any branding for the moment, at least during summer friendly matches. However, the objective is to have a new sponsor in time for the start of the championship, when visibility will be maximum. This is also due to the different timing between the world of football and that of external companies, with the latter drawing up financial statements on the calendar year rather than on the sports season.
