Juventus Announces a Multi-Year Partnership With YOKOHAMA Tyres.

Roger Hampel

Image: Juventus

Juventus has signed a multi-year sponsorship agreement with YOKOHAMA Tyres, naming the Japanese tyre manufacturer a new Official Partner of the Italian club.

The agreement gives YOKOHAMA a marketing platform across Juventus home matches, digital channels, supporter engagement and hospitality, with the company identifying the partnership as part of its strategy to strengthen its position in the European premium tyre market.

YOKOHAMA Targets European Growth Through Juventus Juventus

YOKOHAMA will receive visibility through pitch-side LED advertising and other inventory inside Juventus' stadium, alongside activation rights across the club's digital media ecosystem.

The partnership also includes fan engagement and hospitality rights, providing the tyre company with consumer-facing and business-to-business activation opportunities throughout the season.

For a company competing in a mature European automotive market, the agreement provides recurring visibility through football while associating YOKOHAMA with a globally recognised Italian sports property.

Turin's Automotive Connection Adds Context

The category also carries a geographical connection. Turin has played a central role in the history of the Italian automotive industry, while Juventus already maintains established commercial relationships with companies operating in the sector.

Juventus Chief Business Officer Peter Silverstone specifically referenced the club's long-standing relationship with Jeep when discussing the addition of YOKOHAMA to its partner network. The new agreement therefore strengthens an automotive category that already has an established place within Juventus' commercial portfolio.

Executive Comments

Gregorio Borgo, President of Yokohama Europe and Managing Officer of Yokohama Rubber Co., Ltd., said:

“This partnership represents much more than a simple sponsorship. It is a strategic investment in the future of our brand and a strong statement of our ambitions in Europe.”

Gregorio Borgo said YOKOHAMA has invested in its products, customer experience and brand positioning in recent years, and described Juventus as a platform capable of strengthening the company's connection with millions of football supporters.

Peter Silverstone, Chief Business Officer at Juventus, said:

“As a club, we have strong ties with premium brands in the automotive sector, particularly through our long-standing partnership with Jeep, and the arrival of YOKOHAMA further strengthens this prestigious network.”

Peter Silverstone also pointed to performance and innovation as areas shared by the two organisations.