Juventus Unveils New Home Kit Without Sponsor Amid Ongoing Negotiations

Juventus revealed their new home kit without a main sponsor following the end of their deal with Jeep. The Serie A club is actively negotiating with potential new sponsors but may start the 2024/2025 season sponsorless. Financial and market challenges are impacting the club's ability to finalize a lucrative deal.

Juventus on Tuesday unveiled their new home kit, notably without a sponsor's name on the iconic white-and-black shirt, as the Serie A club is still searching for a new partner after ending a long-term agreement with Jeep.

Negotiations with potential partners are ongoing, with one party having reached a more advanced stage. However, the club faces the possibility of starting the 2024/2025 season without a main sponsor on its kit. Any new deal is expected to be less lucrative than the previous 45 million euro per year agreement with Jeep, according to sources.

Challenges in securing a sponsorship deal include challenging market conditions and Serie A's reduced global reach compared to other European leagues. The Agnelli family-controlled club has experienced recent turmoil, including a ban from European competition in 2023/24 and a 10-point deduction in Serie A for financial issues. Over the past five years, Juventus has raised around 900 million euros from shareholders to strengthen its balance sheet, largely supported by the Agnelli family's investment arm, Exor.

(With inputs from agencies.)