Juve, golden rain on the shirt: that’s what it’s worth

A shirt that is worth (almost) like one Champions. The you continues to run commercially and sets another record. The Ronaldo effect continues to push the revenues of the Juventus club, which, with the renewal of the sponsorship agreement for the game uniform with Jeep until 2024, it breaks through the wall of 100 million as a total value. Precisely 102 million, an amount which however is destined to grow based on the bonuses provided for by the contracts with the various partners and which are realized based on the sports results obtained by Andrea’s team Pirlo. Juve is once again ahead of everyone: no one in Italy gets so much from their jersey and the turnover deriving from the Juventus jersey is almost comparable to a victory in the Champions League. Suffice it to say that the complex system of prizes that Uefa recognizes to those who take part in the highest European competition – variable according to different parameters concerning the participation bonuses, the results obtained, the historical ranking and the market pool – guaranteed 130 million for Bayern Munich, the reigning champion after the victory last summer. Dance a few tens of millions depending on each team, but it comes close.

Quota 100

But how does Juve arrive at this figure? The Juventus club gets 51 million a season from the technical sponsorship Adidas, thanks to the renewal of the partnership two years ago which led to an agreement until 2027. In all, they make a guaranteed 408 million, to which they add royalties that can increase the total. The other substantial part of the turnover comes from the main sponsor Jeep. The Fiat Chrysler Automobiles brand, linked to the Juventus club since the 2012/13 season, for the three-year period 2021-24, will pay 45 million fixed plus bonuses linked to sports results. This is an increase of 3 million, compared to the 42 million paid by FCA in the last two seasons, the past and the current one. The sponsor of the retro jersey completes the work. Juve has an agreement until 2022 with Cygames, Japanese video game giant: yields 6 million per season, which can increase up to 10 thanks to sports results. By making a simple sum, from next season Juve will break through the wall of 100 million guaranteed revenues, to which the usual bonuses are added. For the current year, the Juventus club takes a fixed 99 million, to which bonuses and royalties will eventually be added.

Read the full article on today’s edition of Corriere dello Sport