- Juventus signs WhiteBit as official sleeve sponsor in a €15M, three-year deal
- WhiteBit replaces Azimut, continuing Juve’s strong Web3 partnership trend
- WhiteBit also holds a sponsorship deal with FC Barcelona and ranks among top crypto sports sponsors
- Juventus’ sponsorship portfolio now includes Jeep, Visit Detroit, Tether, and WhiteBit
Juventus has announced WhiteBit as its new sleeve sponsor in a three-year deal worth €15 million, replacing Azimut. The crypto exchange’s logo will now appear on the men’s first team kit, while also taking on the role of the club’s official crypto exchange partner.
This isn’t Juve’s first rodeo with crypto. They’ve worked with Bitget, Zondacrypto, and most recently saw Tether increase its stake in the club to over 10%.
The addition of WhiteBit just confirms it: the Bianconeri are fully leaning into Web3.
WhiteBit itself is making moves. After signing a sponsorship with FC Barcelona, the exchange ranked among the top 10 crypto firms in sports sponsorship, spending $13 million last season.
Juventus now fields an unusually hybrid sponsor lineup: Jeep (legacy), Visit Detroit (tourism), and now WhiteBit (crypto). Altcoins on the sleeve, cars on the chest — it’s clear Juve is playing both sides of the future.
