The
overlap between Fiat Group and Juventus Football Club,
both of which have the Agnelli family's investment
vehicle, Exor, as the largest shareholder, is to return
for the next three seasons through a new 35 million euro
sponsorship deal, with the Jeep brand set to be the
first name on the shirts next season.
Exor holds a 30.47
percent stake in Fiat Group (which in turn holds 58.5
percent of Chrysler Group shares, fully diluted) as well
as 63.77 percent of shares in Juventus FC.
The Italian 'Serie A'
team has just completed a two-year deal with Betclick,
but prior to that sponsorship Fiat Group had a three
year deal (July 2007- June 2010) as Juventus' shirt
sponsor which saw its brands displayed, including
agricultural equipment manufacturer, New Holland.
The new agreement
between Juventus and Fiat Group has even deeper historic
roots that were planted when Edoardo Agnelli, Fiat vice
president, who also became Juventus president in 1923.
That particular year sparked a new dawn characterised by
the construction of the club’s stadium on Corso
Marsiglia in Turin. It was the first ground to be built
entirely from reinforced concrete: a revolution and a
state of the art development in Italy. And with
Edoardo’s nephew, Andrea Agnelli, now charge of
the club, Fiat has reprised its relationship with
Juventus.
From 1 July this year, Fiat Group will thus be the sole
sponsor appearing on Juventus football jerseys, for all
matches, in return for a fixed sponsorship fee of 35
million euros (for all three seasons) and the supply of group
vehicles. For the upcoming 2012/2013 season, Juventus
players will sport the Jeep brand on their uniforms.
The agreement also allows for Fiat to use the Juventus
image, including placement of its logos on the official
clothing of all Juventus teams and a variety of
potential partnerships in other areas. The definitive
agreement, which will be valid until 30 June 2015, is to
be signed in the next few weeks.
