In a groundbreaking move, cryptocurrency firm Tether has acquired a minority stake in Serie A soccer club Juventus, marking one of the first instances of a digital asset brand investing directly in a major European sports team.The deal, announced on February 14, 2025, was executed through Tether’s investment arm and has sparked significant interest in the intersection of sports and blockchain technology.
Details of the Investment
While the exact terms of the deal remain undisclosed, Tether confirmed that its stake exceeded five percent of voting rights, requiring public disclosure under Italian law. Notably, Tether did not acquire any shares from Exor, the Agnelli family’s investment company that holds a controlling 64 percent stake in Juventus. Instead, this investment aims to foster synergy between sports and digital assets.
Following the announcement, Juventus shares surged by as much as 4.7 percent before closing at €2.53 (US$2.65), reflecting increased market optimism about the club’s future despite its recent financial challenges.
Tether’s Vision for Sports Integration
Tether’s chief executive Paolo Ardoino emphasized the company’s ambition to merge cutting-edge technologies like digital assets, artificial intelligence (AI), and biotech with the sports industry to drive global change. The investment is part of Tether’s broader strategy to explore innovative collaborations and revolutionize how sports franchises operate.
Uruguayan businessman Juan Sartori—co-owner of Sunderland AFC and former vice president of AS Monaco—has joined Tether’s advisory team to support its expansion into sports. This move aligns with Tether’s growing portfolio of strategic investments across various industries, including renewable energy and telecommunications.
Juventus’ Crypto Journey
Juventus has been receptive to cryptocurrency partnerships in recent years. The club launched a fan token with Socios.com in 2018 and partnered with Zondacrypto as its sleeve sponsor in 2024. However, Tether’s investment comes during a challenging period for Juventus, which reported a €199.2 million loss for the 2023/24 season and faced sanctions for false accounting practices that led to a ban from European competitions.
Despite these hurdles, Tether sees potential in leveraging blockchain technology to enhance fan engagement and streamline financial operations within sports organizations.
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