Juventus Signs Sleeve and Crypto Exchange Partnership with WhiteBIT.

Roger Hampel

Photo Credit: Juventus

Juventus has entered a new commercial agreement with WhiteBIT, one of Europe’s largest cryptocurrency exchange platforms by trading volume. The partnership will run from the FIFA Club World Cup 2025 through the 2027/28 season and designates WhiteBIT as both the Official Cryptocurrency Exchange and the Official Sleeve Partner of Juventus’ Men’s First Team.

The deal marks a rare combination of fintech sponsorship and front-facing kit visibility — further underlining the club’s ongoing push into digital-first partnerships.

Sleeve Visibility Across Global Competitions Juventus WhiteBIT

Under the terms of the agreement, WhiteBIT’s logo will appear on the sleeve of Juventus’ men’s jerseys starting at the 2025 FIFA Club World Cup. This positions the exchange alongside a small group of crypto brands that have secured highly visible, long-term placements on elite football kits.

While Juventus has previously engaged in blockchain-based fan engagement projects, this is the club’s first multi-year sponsorship agreement with a crypto exchange platform tied directly to official apparel.

Commercial Context: Web3 x Football 2.0

The partnership reflects the wider trend of crypto exchanges seeking mainstream credibility by aligning with globally recognized sports brands — a tactic seen across other top-tier clubs and leagues.

For Juventus, the collaboration serves multiple functions:

• Securing new commercial revenue via emerging tech sectors

• Integrating blockchain tools into global fan engagement

• Positioning the club at the intersection of fintech, media, and sport

  
  

According to Maurizio Scanavino, Juventus CEO:

“We are strictly convinced that this collaboration will offer our fans worldwide lots of new engagement opportunities, leveraging cutting-edge technology to enhance their connection with Juventus.”

From the sponsor’s side, WhiteBIT CEO Volodymyr Nosov framed the deal as part of the company’s broader expansion:

“This partnership marks a major milestone in our mission to make cryptocurrency more accessible to an increasingly wider audience. Together, we’ll create new, tech-driven ways to connect fans with their favourite team.”

Activation Plans and Strategic Use of IP

Beyond branding rights, the deal includes joint digital campaigns, exclusive fan content, and promotional activations for both the men’s and women’s teams. The goal is to blend brand presence with utility, using Juventus’ IP to drive WhiteBIT user adoption and deepen digital engagement across the club’s global fan base.

While the specific financial terms were not made public, sleeve sponsorships for clubs of Juventus' stature typically range from €5M to €10M per season, depending on performance, exposure, and category exclusivity.